AI-Powered Marketing Team

Brief

The marketing team wanted to move faster, get smarter with customer insights, and sharpen up how they ran campaigns—all with the power of AI. I worked as part of the team to bring AI into the marketing team’s day-to-day work. The focus was on practical use cases that saved time, improved campaigns, and made insights instantly usable.

AI use cases

1. Consumer Insight Assistant

Use Case: In-depth interviews with customers produced hours of transcripts that were hard to distil into clear takeaways.

AI Implementation: A Custom GPT that instantly surfaced Four Forces maps, Jobs-to-be-Done statements, tested assumptions, and pulled customer verbatims straight from transcripts.

Impact:

• Enabled the team to test campaign ideas against real customer insights.

• Created conversion-focused assets using customer language.

• Established product-language fit for targeted segments.

2. SQL Audience Builder

Use Case: Creating audiences in enterprise-level CRM required SQL skills, slowing down CRM campaign deployment. The team either had to learn SQL or rely on engineers.

AI Implementation: A Custom GPT that translated plain-English audience requests into ready-to-run SQL, validated against the CRM data dictionary.

Impact:

• Saved engineering resources.

• Sped up campaign setup by around an hour per campaign.

3. Conversion Copywriter

Use Case: Producing campaign copy with multiple assets took significant time, and consumer insights, verbatims, and customer quotes were underused for conversion.

AI Implementation: A Custom GPT trained on brand guidelines, Trustpilot reviews, customer insights, and proof points.

Impact:

• Produced consistent, conversion-ready copy for emails, landing pages, and performance assets.

4. Email CRO Optimiser

Use Case: Emails were created without a consistent approach to conversion in both design and copy.

AI Implementation: ChatGPT acting as a CRO expert, critiquing emails for conversion, clarity, persuasion, and design.

Impact:

• Delivered sharper, higher-performing emails.

• Gave the team a repeatable framework for every send.

5. AI Communication Coach

Use Case: Marketing team members had varying communication skills when presenting campaign overviews, data analysis, and proposals to senior stakeholders.

AI Implementation: An SOP (Standard Operating Procedure) using ChatGPT to review meeting transcripts and written updates, providing feedback on clarity, impact, and tone.

Impact:

• Made updates clearer and more strategic.

• Built confidence and credibility in leadership meetings.

Results

All implemented use cases were documented in a shared library used across the team. With clear use cases in place, the marketing team saw:

• Everyday adoption: AI became a natural part of marketing workflows.

• Faster insights: Analysis cut from weeks to hours.

• Smarter campaigns: Real customer language embedded in messaging.

• Sales-driven copy: Conversion copywriting underpinned by customer verbatims.

• Team empowerment: Marketers built audiences, optimised emails, and wrote copy themselves.

• Clearer communication: Senior updates became sharper and more strategic.