As a brand communications agency, the idea of using artificial intelligence for content creation felt wrong at first. Integrity and originality in our field is essential. But after testing tools, attending events, and seeing real use cases, we recognized there are many ways marketing writers can use AI—responsibly.

Here are 5 of our favorite AI writing practices

1. Spot the obvious ideas
Using AI is a good way to get the juices flowing on a particular topic. But more importantly, it will help you see what’s been done before. Ask tools like ChatGPT, Claude, or Gemini for headlines on a topic, you’ll see all the overused and cliched lines, so you can avoid them.  

2. Get up to speed super fast
With AI, you can dramatically cut down on the time to learn something, so you can get to the writing faster — and spend more valuable time on things like developing a unique point of view or a hook that will give your content an edge.  

3. Build first draft of standard info
Use AI as a starting point for content that’s standardized, like job descriptions or operating procedures. Then, refine the tone, add specifics and make it your own. Always fact check AI content for any hallucinations (incorrect data), especially when you’re using specific stats or claims.

4. Summarize long content into usable insights
AI can summarize long emails, transcripts, articles, etc., so you can quickly get the details you need. You can request bullet-points, key takeaways and conclusions. Be mindful of uploading anything that is confidential or proprietary to a public AI tool.

5. Boost SEO and discoverability
When developing digital content, you can ask AI tools like Surfer SEO to identify relevant terms, questions, and gaps. Then you can bake those terms into your copy, so your website, blog posts, etc. get more visibility in search engines and AI systems.

AI is a writing tool, not a writing replacement

AI shouldn’t be authoring your content — especially if you want it to be original, effective and reflective of your brand. But rather, AI can be a great writing tool at your disposal that can help you work smarter and more efficiently.

Let AI handle repeatable tasks. Keep the thinking, storytelling, and final decisions in human hands.

Make AI strategies work for your business

Understanding how to use AI is one thing. Implementing it consistently across your website, SEO, content, and social channels is another. That’s where Tell Your Story Springboard comes in.

Springboard combines human expertise with AI power to help smaller businesses:

• Jump ahead of competitors with optimized AI visibility
• Maintain a consistent digital presence across platforms
• Boost search performance on AI-driven engines like ChatGPT and Gemini
• Get strategic marketing support from experienced pros
• Deliver top-tier results aligned with your budget

See how well your brand is cited and recommended by AI with our free Answer Engine Optimization / Generative Engine Optimization audit.