The guide
A workflow-first guide to choosing AI tools for copy, search, imagery, video, repurposing and lifecycle marketing.
Use automation to remove repetition, then keep a human accountable for the customer, the claim and the commercial decision.
Start with the bottleneck
A large software stack is not a content strategy. Map research, briefing, drafting, visual production, review, publishing and analysis, then add one tool where delay or repetitive work is actually limiting output.
Volume copy and search briefs
Jasper and Copy.ai can accelerate high-volume draft work. Surfer SEO and Frase are useful for search-led briefs and coverage checks. Product claims, voice and usefulness still need an editor who understands the customer.
Visual and video production
Canva Magic Studio and Midjourney can support concepting and lifestyle treatments, while real photography remains the right choice for accurate product detail. Synthesia and Descript help create and edit video; Opus Clip can turn longer recordings into short-form cuts.
Lifecycle personalisation
Klaviyo AI can support send-time, subject-line and segment decisions, but the customer journey and core message should still be designed by the marketing team.
What to skip
Avoid fully AI-written product pages without review and auto-caption systems that publish generic copy at scale. Start with one bottleneck, define a quality check and expand only after the workflow proves useful.