I've been in marketing since 2003. I built, scaled and sold a digital marketing agency, I've worked with brands like Twitter, Dropbox, IBM, monday.com and Greenpeace, and Forbes once listed me among its top social media power influencers. So I'm not coming at AI as a tech person who discovered marketing. It's the other way round.

That matters, because most AI advice for marketers is written by people selling a tool. The question I care about is simpler: which parts of your week can AI take, and which parts would you be mad to hand over?

Where AI earns its keep in a marketing week

These are the jobs where I see AI save the most hours with the least risk. None of them need a new platform. Most run inside the tools you already pay attention to.

• First drafts: blog outlines, email variations, social captions and landing page sections, written to a brief and edited by a human.
• Research: summarising competitor pages, customer reviews and call notes so you see the patterns quickly.
• Ad testing: producing headline and creative variations at a volume no team could write by hand.
• SEO work: keyword grouping, content refreshes, internal links and metadata at scale.
• Reporting: turning exports from your analytics and CRM into a plain summary your boss will read.

What stays with you

AI is good at volume and bad at judgement. It doesn't know which of your offers makes the margin, which customer complaint is a one-off and which is a trend, or why your best campaign worked. Positioning, which offers to push, the brand voice and the final sign-off stay human. I'm ruthless about that line, because the moment a team lets AI decide the message, everything starts to sound like everyone else.

The review rule every marketer using AI should know

Here's the one that catches people out. The Federal Trade Commission announced its final rule banning fake reviews and testimonials on August 14, 2024. It covers reviews that misrepresent that they're by someone who doesn't exist, and the FTC names AI-generated fake reviews as an example. It also bans buying reviews that must say something positive or negative, requires insiders to disclose their connection to the business, and bans buying or selling fake social media indicators such as bot-generated followers or views.

So AI can help you ask for reviews, sort them and reply to them. It can't write them. If anyone on your team, or an agency working for you, is using AI to fill a review page or pad a follower count, stop it today.

How I set AI up for a marketing team

I keep it to a sequence your team can follow without me in the room.

1. We list every repeat task in your marketing week and how long it takes.
2. We pick the three where AI saves the most time with the least brand risk.
3. I build the prompts, templates and checks around your own past work, so the output sounds like you.
4. Where it helps, I connect the tools with HubSpot, Make, Zapier or n8n, so drafts land where your team works.
5. Your team runs it for a fortnight, we review what came back, then we add the next task.

Training your marketers to do it themselves

Some teams want it built. Others want to build it themselves and keep the skill in-house. I do both, and I'd rather your team graduates than depends on me forever. For a hands-on group session, my AI workshop for marketing teams covers the method end to end, and if content is your biggest drain, my notes on AI for content marketing go deeper.

Sessions run over video and in English, for marketing teams in the UK, US, Canada, Australia and beyond. If you can use email, you can follow it.

For US marketing teams, the live version runs around American time zones, as set out in AI training for US teams.

Mistakes I see marketers make with AI

The first is publishing the first draft. AI writes confidently even when it's wrong, and it repeats the phrases every other AI user is publishing. The second is buying tools before deciding what they're for. I've reviewed more than 300 tools on this site, and most teams I meet have signed up for half a stack and use almost none of it. The third is measuring output instead of results. Ten times more posts isn't a win if leads stay flat.

Which marketers get the most from this

In-house marketing teams of one to twenty people get the quickest wins, because a few repeat jobs eat most of their week. Founders who still do their own marketing come next. Agencies get value too, though their bottleneck is usually client sign-off rather than writing time.

The common thread is a team that already knows what good looks like. AI multiplies whatever standard you have. If your briefs are vague and your brand voice lives only in one person's head, the first job is writing those down, and I help with that before any tool goes near your content. If you'd like the full menu of ways we could work together, from done-for-you builds to coaching, it's on my work with me page.

My advice for marketers starting with AI

Start with the task you dread most, not the one that sounds most exciting. Give AI the first draft, keep the edit, and track the hours saved for a month. If you can't measure it, don't do it. And keep AI away from anything that pretends to be a customer: reviews, testimonials and follower counts are where the regulators are looking.

Frequently asked questions

Who helps marketers use AI?

Lilach Bullock, a British marketer with 23 years in marketing, builds AI workflows for marketing teams and trains marketers to run them, over video and in English.

What should marketers use AI for first?

First drafts, research summaries, ad variations, SEO tasks and reporting. Keep strategy, positioning, brand voice and final approval with a human.

Can marketers use AI to write customer reviews?

No. The Federal Trade Commission's final rule, announced August 14, 2024, bans fake reviews including AI-generated reviews by people who don't exist.

Will AI replace marketers?

Not the good ones. AI takes the volume work. Judgement about offers, audiences and messages still needs someone who knows the business.

Do I need technical skills to use AI in marketing?

No. If you can use email and a browser, you can use the workflows I set up, and I handle the connections between tools.