AI is in the tools you use, the content you see and probably somewhere in your workflow already. When it comes to generative AI for marketers, expectations are shifting quickly.

But here’s the thing, most marketers aren’t using it particularly well. Not because they’re doing anything wrong on purpose, but because there’s still a bit of confusion around what AI actually is… and what it isn’t.

So, what are marketers getting wrong?

A lot of people are treating AI like a shortcut. Type something in, get something out, job done. But that’s not how generative AI for marketers works.

Generative AI doesn’t “understand” what you’re asking it to do. It predicts what should come next based on patterns it’s seen before.

Which means:

  • If your input is vague, your output will be too
  • If you don’t guide it, it won’t land where you want
  • If you don’t sense-check it, things can go off track

At its core, generative AI is designed to create content. For anyone exploring AI, it’s important to understand that these tools are trained on huge amounts of data and generate responses that sound right.

But they don’t have:

  • Experience
  • Context
  • Judgement

They’re very good at producing something quickly. Whether that something is right is down to you.

The bit marketers should be paying more attention to: trust

One of the most interesting parts of our recent sessions was how difficult it’s becoming to tell what’s AI-generated and what isn’t.

As generative AI becomes more widely used, the line between real and AI-created content is starting to blur.

If your audience can’t tell what’s real:

  • Authenticity becomes harder to maintain
  • Trust becomes easier to lose
  • And poor-quality AI content stands out quickly

So while AI makes content easier to create, it also raises the bar for what “good” looks like.

AI isn’t replacing marketers (but it is changing the job)

There’s a lot of noise around AI replacing roles. In reality, it’s changing how the role works. When it comes to generative AI for marketers, the real shift is in how work gets done, not whether it gets done at all.

It can help you:

  • Get started quicker
  • Create more efficiently
  • Test ideas faster

But it still relies on you for:

  • Direction
  • Context
  • Decision making

The difference now is that execution is easier. So the value shifts to how well you think, not just how fast you produce.

If you’re already using generative AI but feel like you’re not quite getting the results you want, or you’re not sure how to apply it properly in your role, that’s exactly what our Mastering Generative AI for Marketers masterclass is designed for.