How do we use AI in digital marketing?
Last Updated: 6/12/2025
The advancements of AI are changing every industry at a rapid pace. As a marketing agency, AI has impacted each of the functions of our business as well.
The uses of AI in marketing change slightly every day, so we use this page to keep an up-to-date record of how our teams use it to keep you informed.
Design
Image and video generation and refinement
The editing tools within the Adobe suite, such as the Generative fill in Photoshop, have greatly simplified our editing process when creating images and collateral designs for clients. So far in our experience, Adobe’s AI does better than Midjourney and Flux.
We have also been very impressed with ChatGPT’s image creation capabilities, and we are particularly excited about Google’s Veo. At this point, we primarily use image and video generation for simple ad campaigns, prototyping or in low-budget scenarios, but there may be applications for AI-generated assets in final designs in the near future.
Video Editing
We prefer to use Descript for editing our short form content, as it allows for easy editing within the video transcript, and it has AI tools for removing filler words and enhancing audio and video. However, we have not had much success yet with its clip creating ability. Right now it still makes sense to cut out clips through manual editing.
Website Prototyping
Our designers have been experimenting with tools like Replit and Firebase Studio for building interactive prototypes. So far they have been helpful for generating ideas and concepts, but prototypes produced by these platforms typically still require revisions from our development team to be ready for production.
Development
Code Assistance/Error Resolution
Our development team primarily uses AI for solving problems and debugging projects. We use AI agents (typically ChatGPT, Gemini, and Copilot) both within the development environment and through external interfaces.
Human-in-the-loop vibe coding
“Vibe coding” is the new thing, and our development team certainly does it from time to time. However, rather than vibe code throughout the entire development process, we do so very tactically. We find vibe code especially helpful when our developers need to experiment with unfamiliar technologies, but it still requires them to closely follow procedures and parameters. As our director of technology says, “vibe coding has forced developers to do the stuff we should have been doing all along”.
AI integration and development
Our team is in the beginning phases of experimenting with LangChain and similar frameworks to help our websites interface with LLMs more efficiently.
Prompt Engineering
Our development team has been collaborating to gain a teamwide understanding of prompt engineering best practices.
Performance Marketing
Google Performance Max
Google’s PMax is certainly the front runner in the AI-powered ad space. We have seen some clients have big success with Pmax campaigns, but it is very much a case-by-case basis. We maintain that Google’s Pmax is worth testing for all businesses, but as of now, it’s not going to be effective for all. These campaigns seem to be more successful in eCommerce applications, but this is not always the case.
Bing Performance Max
While Bing offers its own Performance Max campaigns, we haven’t found its algorithm to be quite as strong as Google’s, and we are yet to recommend it as an option for customers. This could always change as Microsoft continues to develop this product.
AI Optimization
Having content that is optimized to show up in AI search results is proving to be just as important as investing in SEO. We use LLMs to guess and check the content we create for AI visibility. We are also experimenting with using AI to create reference pages and other specialized content targeted at AI crawlers.
Ad copy creation and refinement
Our ads team regularly uses AI agents (typically ChatGPT) to quickly create options for audience-specific ad copy to be used on display, social, or Google Responsive Search ads.
Keyword research/ideation
While we typically use tools like Semrush for keyword research, querying ChatGPT and other LLMs has proven helpful for expanding our research and finding additional keywords.
Campaign Insights
AI has made it easier to perform a deep analysis on a spreadsheet of campaign data. We use AI agents to gather insights from data as well as reformat spreadsheets to easily access certain records.
Code assistance and troubleshooting
When our ads team runs into an issue that involves the code of a website, they often utilize AI assistants to help resolve any errors. For more complex issues, our development team steps in to assist.
Campaign ideation
When the proverbial “idea well” starts to run dry, we often use AI to stimulate our creativity and inspire new campaign ideas.
Audience personas
Our ads team has been experimenting with using AI to create “personas” of our target audience in order to test if the content we create will resonate with the right people.
Programmatic
The programmatic advertising platform we use, StackAdapt, utilizes AI targeting for its prospecting campaigns.
Content Writing
Proofreading and editing
If you aren’t already using AI to proofread your emails, posts, and articles, we highly recommend it. We love using tools like Grammarly or even just ChatGPT to check our work for mistakes and even suggest improvements. We are wary of the fact that AI generated content is typically very generic, so we are sure to carefully discern the suggestions LLMs make. We recommend doing the same. As AI content continues to improve, this might change, but for now we are careful about what we let it recommend.
Overcoming writers block
While we stay away from using AI for full first drafts, it can be great for generating ideas and helping our writers expand their thinking during the brainstorming phase.
Account Management
Meeting Annotation
We have fallen in love with tools like Fathom and Gemini in Google Meets for taking very detailed notes during meetings. Using tools like these has proven to be incredibly helpful for capturing important details during intensive project kickoff discussions. They even send you actionable next steps! There are plenty of other AI notation apps available, but these are our favorites so far.
✨Our AI Philosophy✨
Working in the world of The Web for 23 years, we have seen a lot of significant changes hit the digital landscape. The rapid development of AI is the latest advancement to hit the market. It’s still in its infancy, but it is already proving to be incredibly transformative.
As a digital agency we see it as our responsibility to confidently lead our clients into a changing world. When it comes to adopting AI, our priority is to figure out ways to help our customers reach their customers more effectively than ever before by both helping them to be well positioned in AI searches and empowering them to use transformative tools.
Simultaneously, we recognize the increasing importance of being human in a landscape dominated by AI and automation. As we work to adopt more AI-powered advancements, we are doing so with discernment and intention to make sure we prioritize our best asset: our people.
By utilizing AI, our goal is to help drive our clients’ marketing efforts to be the most strategic, efficient, and most genuine they have ever been.