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How the North’s marketers are using AI tools to make their jobs easier


‘AI is dangerous’. That’s just one of the top results when you search for Artificial Intelligence on Google. 

No wonder there’s so much pessimism surrounding what the government calls the “technology of tomorrow”. Industry heads from the likes of Google DeepMind and OpenAI – the creators of ChatGPT – recently warned that AI could lead to the”‘extinction of humanity” and mitigating the risk of extinction from AI should be a ‘global priority’.

Fuelled by growing concerns over the acceleration of AI and regulation, a government taskforce has already been set up to look into AI safety research before the UK gears up to host the first global summit on AI later this year.

When any new innovation takes off it’s easy to become burdened by the occasionally scary headlines about AI becoming sentient, making us all jobless, or even taking over the world. 

But there’s no doubt it’s already transforming lots of industries.

Steven Bartlett’s Flight Story has hired a chief AI officer, a role the company described as a UK‘industry first, This is Distorted has already tested the waters by generating a podcast series entirely generated by AI and Newsquest has hired an “AI-powered reporter”. There could be a final Beatles song on the horizon too, all thanks to AI.

Since OpenAI first launched ChatGPT in November 2022, there’s no getting away from the boom in AI innovation. Tech leaders like Bill Gates recently hailed AI as revolutionary, placing the technology on the same pedestal as the invention of the microprocessor, the computer, the internet and the mobile phone.

Whether it’s spinning out new tools, innovative start-ups and even creating jobs, it’s a technology we all need to now pay close attention to. The marketing industry is abuzz with chatter about AI’s potential – specifically generative AI, where algorithms can be used to generate instantaneous content such as text, audio or images.

According to a new study by digital asset management platform Bynder, the marketing industry is already embracing AI technology to enhance day-to-day tasks from brainstorming ideas to drafting social posts. 

55% of respondents, including marketers at major global brands from Spotify, Puma and Five Guys, said they currently use AI tools in their content production processes. The most popular uses include support in creating first drafts (54%) and content optimisation (43%).

Whether it’s using AI to help craft compelling campaign content, attention-grabbing SEO copy or brand monitoring, we’ve sifted through some of the tools to help you get started and hear from some of the North’s marketers already tapping into its capabilities.

How to get started

If you’re feeling a bit overwhelmed by the number of tools out there, ChatGPT is the best place to start tinkering around. It’s straightforward for novices to use, free and can be a source of inspiration if you’re stuck for ideas when crafting social copy, marketing strategies or optimising email subject lines, to name a few of its uses.

Amy Gleave, marketing manager at brand agency Dawn Creative, uses ChatGPT to support headline generation for the agency’s own marketing.

“Famous copywriter Cole Schafer says: ‘Five times as many people read the headline as the body copy’ so making it impactful is crucial. I’ll usually generate 25 headlines before I work on it to make it the perfect tone of voice, length and ensure it appeals to the reader.”

She’s also started using an AI-powered tool called Frase for SEO to help optimise blog content. “It looks at similar articles across Google, ranking higher than yours, and recommends keywords and headings to use within your article to supposedly rank higher. I think working with real, human SEO experts will always be preferred, but apps like this are great when you have a limited budget and capacity to figure things out alone.”

Amy Gleave
Amy Gleave, digital marketing manager at Dawn Creative

AI can be integrated with marketing strategies in a number of ways. With the help of generative AI tools like and Jasper, marketers can jazz up copy, craft more engaging content or develop higher converting posts. SEO tools similar to Frase include Surfer, used to write and generate SEO optimised pieces of content. 

For content and email marketing, Phrasee can help with developing email subject lines, headlines and CTAs to increase engagement as well as AI-generated emails that sound like your brand.

One digital marketing tool some are calling a ‘game changer’ is Syllaby, an AI-driven video script generator, which can be used to spark ideas and create social media strategies in minutes.

You’re probably familiar with DALL-E and DALL-E 2, developed by OpenAI, which uses text prompts to produce images and art. There are plenty of text-to-image AI generators out there causing a bit of a stir such as Midjourney and even the likes of established design platform Canva now has its own in-built, free AI generator. 

We’ve used Canva’s tool to come up with the image below. I’m not sure if we should be alarmed that typing in the ‘future of technology’ throws up a determined looking cyborg and a rather robotic looking Mother Teresa. There’s also a ‘D-ID AI Presenters’ feature, where you can generate AI presenters to liven up presentations.

AI generated image using Canva
AI generated image using Canva

Adobe has its own suite of AI generative tools under its belt too. Now in a beta version of Photoshop, a new AI feature called ‘generative fill’ makes it easy to alter images using text prompts. Marketers can get creative with Adobe Firefly (currently in beta), to create short-form video or audio.

“AI is at the centre of every agency conversation right now with everyone aiming to improve efficiency and speed up workflows. At Bottled Imagination, we use the technology on a regular basis to kickstart projects, speed up some more manual tasks and optimise parts of our business,” explains James Hayward-Browne, marketing director & co-founder at Manchester-based digital PR and content marketing agency Bottled Imagination.

“Using AI efficiently can give us an edge in the market when clients are looking for an agency partner. But more importantly, highly efficient workflows allow us to spend more time on the creative elements and ultimately give more value to our clients.”

It’s not just about the creative elements, AI can be used to monitor and level up the performance of marketing content. Monitoring tools such as Brand24 can help to measure the buzz around a brand or product whereas with BuzzSumo, users can manage media monitoring, analyse and receive alerts when a brand or topic is mentioned.

Workflow automation tool Zapier has become one of the top ChatGPT plugins for marketers. It allows users to interact with thousands of work apps such as Gmail and Slack, handy if you have a bulging client roster.

We’ve only scratched the surface and this list is by no means exhaustive. With so many new AI apps emerging at a rapid pace for practically everything you need in the marketing mix, the possibilities seem endless.

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