Which AI marketing tools are genuinely worth using?
The market for AI marketing tools has exploded to the point of being overwhelming. Every week brings a new 'revolutionary' platform. After two years of working with clients on AI integrations, we have a practical perspective: a small number of tool categories deliver genuine value immediately; the rest are either too early for mainstream or represent marginal improvements over what already exists.
Category number one by ROI: AI-assisted writing with human review. Not generating complete blog posts without intervention, but producing a draft that an editor cleans up in 20 minutes instead of facing a blank page that costs an hour or two. This works with ChatGPT, Claude, Gemini — whichever you prefer, all are good enough for drafts. The difference lies in who cleans it up.
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What can AI automate, and what does it still get wrong?
Category number two: automation of repetitive marketing tasks. Email sequences triggered by user actions, list segmentation, subject line A/B tests — all of this has existed for years, but AI has made setup and personalisation easier. If you already have a CRM and email tool (ActiveCampaign, Brevo, Mailchimp), AI features are largely already included.
Where AI is not yet good: creative strategy, brand voice consistency over a longer period, locally relevant content for the Serbian market (hallucinations are common for specific local data), and SEO content without human E-E-A-T signals that Google's classifier is increasingly good at detecting.
When should you use AI images instead of photography?
AI-generated images are useful for quick social media content, blog illustrations, and placeholder visuals in presentations. For brand photography, product shots, and visuals tied to the company's reputation — photography still wins. Midjourney and DALL-E 3 produce solid results for editorial illustrations; for everything else, the gap is still real.
If you are looking for a specific AI integration for your marketing or business process — content automation, a chatbot, or something more specific — see our AI integrations page or book a call.
More on this topic: see our AI Integrations page or book a free call.
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