AI is reshaping marketing.

But how can you actually use it to your advantage without losing your brand’s soul?

In recent months the chatter with our clients and colleagues has been a little bleak. Many of them have been lamenting the rise of AI and the impact it has on audience reach, especially web traffic.

AI has shifted from an exciting experiment into a norm.

For founders, creators and business owners, the message is clear: if you can’t beat it, join it (but be clever about it).

It could be a threat, but it could be a brilliant opportunity.

At a recent AI Powered Marketing event at Canva hosted by Digital Women, a bunch of smart industry leaders unpacked what’s working, what’s hype and how businesses can practically get started.

We went to the event and took notes so you didn’t have to. Here’s our distilled guide:

Why it matters.

• 48% of shoppers now use AI in their search journey.

• 56% of consumers prefer AI-generated marketing copy (Semrush, 2024).

• ChatGPT now ingests huge sources like Reddit, meaning customer insights are more accessible than ever.

If your brand can’t be found, or understood, by AI systems, you’re already behind.

AI overviews in Google mean audiences don’t always need to visit your website to find the information they need.

And if they don’t visit your business online, then how can you sell to them?

Here’s the thing. AI still needs sources, it can’t function without them. You need to be the source, you just might need to diversify where your content sits.

Social media - yes, the AI generated slop is ‘bleurgh’ and everywhere, but your customers can find you here. Have a presence at least. A portfolio if you will.

They’ll head straight to your website from your socials if you are speaking to them.

Get the old-fashioned basic marketing right, understand your customers’ needs, clearly convey what you do, and they will hear you.

Social media is more like a search engine these days. Be clear, don’t let anyone guess what you do - tell them.

Your website still matters. It really is your portfolio, it still powers SEO and most importantly it shows off your expertise and deep work.

Make sure you are repurposing the content on your website (using AI for efficiency) and making it work harder.

Can your blog become a social post? Could your explainer video become a couple of reels? Again, good old fashioned marketing.

Reddit now dominates Google AI overviews, it’s also an excellent place to get customer feedback on your services.

Tread carefully though, Reddit users are savvy about being sold to.

Be helpful.

Provide resources.

Engage in conversation rather than pushing out sales posts.

Your New Audience Isn’t Just Humans

This even makes us feel uncomfortable, but it’s a mindset shift we all probably need to adopt.

Your brand now needs to appeal to AI as much as people.

Customer journeys are influenced by algorithms: search engines, recommendation systems, AI chat assistants.

If AI can’t understand your offer, describe your value or trust your brand, it won’t show your content to customers.

This means writing short, sharp, structured copy, being extremely clear about who you help, and using language that AI models (and humans) can easily interpret.

AI doesn’t like vague.

AI doesn’t like clever-but-confusing.AI likes clarity, consistency, and specificity.

Again, good, old-fashioned, skilled copywriting. Learning to work with AI doesn’t need to be a stretch if you already have a great marketing strategy.

How to Make Your Brand “AI-Ready”

Be Specific

Say exactly what you do. “Shoes that give back with every purchase” (TOMS) lands, because it’s crystal clear.

Be Uniquely Valuable

Know your niche. AI can’t promote what isn’t differentiated. How do you stand out from your competitors, what is your USP? Don’t know - we can help with that.

Be Credible

Trust is more important than ever. Mentions by and collaborations with other trusted organisations helps build credibility.

AI prioritises trusted media sources and well-structured social content.

Be Human

Ironically, writing obviously human content makes AI understand (and trust) you. We are still better at some things so lean into that hard. Use your own voice, or your brand’s voice.

Be Informative & Useful

Teach something. Demonstrate expertise. AI rewards substance.

Be New

Fresh ideas show up higher than recycled generic content. Stop reinventing the wheel and be original. Got a new take on something, share it.

Be Structured

Headings, bullets, sections. Make your copy scannable for humans and machines.

Your New AI Superpowers

Used well, AI can give smaller businesses the same capabilities that large marketing teams pay well for:

1. Faster, slicker customer service

Automate FAQs, onboarding and sales responses.

2. Smarter decisions with your data

AI can analyse performance metrics and reveal conversion opportunities quickly.

3. Hyper-personalised journeys

Tailor your website, email flows and offers for different customer types..

4. Content at scale

Repurpose and regenerate existing content—blogs → emails → social → ads, in minutes.

5. Role-play and coaching

Negotiate pricing, rehearse pitches, test messaging…all instantly.

The Real Competitive Advantage? Speed.

AI can’t replace strategy or creativity.It replaces slow.

Your unique positioning, message, story and ideas still matter deeply, maybe even more so now that AI-generated content is everywhere.

The winners won’t be those using AI the most.They’ll be the ones who use AI the smartest.