Take yourself back to the classroom for a minute. What did the introduction of machines in the industrial revolution do for mass production? It increased both speed and scale. Similarly, human-AI collaboration has become the new machinery of marketing, enabling marketing teams to:
- Automate repetitive tasks
- Analyse vast datasets
- Create personalised content at scale
We’ve touched on AI, specifically AI agents, becoming marketing’s new means of production here. But for this entry, we wanted to really focus on the deep collaboration between marketer and machine.
We believe in human-AI collaboration is central to the future of AI and marketing. Time to clock-in and discover why you should become a true believer too.
Say hello to your new marketing assembly line
Remember the old days (ok, two years ago), of manual data entry, campaign monitoring, generic social posts, and creative ideas that you struggled to bring to fruition? That paradigm of your marketing team has changed and there’s no going back. The marketing assembly line looks very different. Now there’s an innovative AI sitting with your writers, designers, core strategists.
Here’s are some of the ways that human-AI collaboration can change your marketing assembly line:
- Content ideation and generation: Blogs, email campaigns, video scripts, social posts, images, videos themselves and more, can be assisted by the likes of ChatGPT, Claude, Google Gemini, Sora, Perplexity, Midjourney, Compass, etc. Your content marketing plans which used to take an awful lot of time and resources can now be scaled in the right direction. With the right combination of tools, you can reduce production time by a significant amount. We have reduced time on our own production of content by about 8x or 700%.
- Audience analysis: Data is what good marketing runs on but takes time to analyse. AI tools are helping us all to understand our audiences that little bit better. Real-time analytics gives your teams useful information at time when it can actually influence the outcome of a campaign. Like any of this AI stuff, it’s not magic, but it’s a percentage gain that could lead to a high value conversion.
- Optimisation and testing: AI-driven platforms can identify what’s working in your campaign and what’s not. It can recommend tweaks to ad placements, messaging, or timing or the other things your team might recommend. For instance, AI might detect that certain keywords are driving more engagement or identify a pattern in successful elements of your campaign so you can double down. Again, you probably have people employed to do that already. AI can help them do it faster and on a much bigger scale. That means you can run more campaigns, more efficiently and well, some say success is a numbers game…
Proof that human-AI collaboration delivers results
Statistically, marketing teams have seen productivity increase since incorporating AI into their processes.
HubSpot reports that marketers using AI save 2.5hrs per day. This is a good saving depending on what you do with the extra time. A total of 12.5 hours a week saved (on average) can be applied in all sorts of ways.
We’re going all in with AI marketing. We believe that the future of B2B marketing will centre around AI-tools and we’ve already built several for our clients. Check them out:
1. AI-driven ABM campaign for EscherCloud
You already know the challenges of ABM marketing; targeting the right accounts, with the right message, at the right time. In the current landscape, AI is here to alleviate those burdens. And we found the perfect way to do that with EscherCloud, a new player in the GPU market. They wanted to engage with 110 potential enterprise clients – despite lacking a solid base of case studies or an established online presence.
We used AI to develop detailed profiles for each target, pinpointing key stakeholders and understanding their unique business needs. This highly precise targeting was key to ensuring that our communication would have the right impact. Plus, think of all the all the time we saved by generating the profiles and tailored messages with AI? No manual research and content generation. We could focus on our strategy and take more precautions that our campaign would be a success.
After targeting a sample of the prospect list, getting any growing pains out of the way, we scaled our approved approach to the full list. Result? 39% open rate – nearly double the industry standard!
Want to get the full story on our ABM campaign? Click here
2. TCS social transformed by Compass
Organic social media can be a bit of drag on resources. If you’re in the big leagues like TCS, who are pushing out numerous posts every day, it can take away from other tasks like social channel management and broader paid campaigns. Now add the London Marathon in there, an event that requires persistent coverage, and you quickly could meet a resource ceiling.
That’s where we came in with our AI tool, Compass. Trained on the TCS brand and tone of voice, and improving all the time, TCS now solely rely on Compass for social media content. Their team makes little tweaks here and there but usually they let the bot do its job so they can focus on the bigger picture and find new ways for TCS to stay true to its values of “Building on Belief”.
Discover the complete results in our case study. Click here
3. Our Top AI Marketing Innovators report
We’ve brought valuable change to our clients using AI. But human-AI collaboration has changed us too; delivering content that’s more dynamic and engaging than static PDFs. A great example of this is the Top AI Marketing Innovators report.
Powered by AI, it gives you personalised insights from 15 of the biggest names in the AI and marketing space. it’s all about how AI can transform how we think about creativity, strategy, and customer engagement in B2B marketing.
For me, the best bit is the AI personalisation. The report is tailored to you and your job title. And it’s not a gimmick either. The personalised insights will help you to steer a bold new direction with your AI and marketing strategies. This is human-AI collaboration with real value behind it. Try it out now and see for yourself.
Want to see what human creativity and AI can do? Download your report
It’s about collaboration, not replacement
Yes, machines replaced many manual labourers during the industrial revolution. And AI will do the same (we have to be honest. But it will also create new jobs. And, as we’ve seen (and I’ve experienced first-hand), AI will augment human capabilities, making an alliance essential.
Efficiency is a key benefit, but the real power of human-AI collaboration lies in the ability to unlock new creative possibilities (like our AI report!) and open the doors to new ways of doing things. It. It’s not just about passing off the mundane tasks to the resident AIs, but to recognise how your human and machine marketers can work side by side and go beyond the expected. It’s where significant innovation is coming from, and this is only going to increase in the future.
Your AI marketing partner
The marketers and organisations that will thrive in this new era will be those who master the balance between machine precision and human ingenuity. Companies like us. We know that human-AI collaboration isn’t just a trend, it’s the new foundation of marketing. It's our belief that this is the way the world of marketing is heading, and we’re leading it.