Mostly using it for first drafts - ad copy, email subject lines, product descriptions. It’s not good enough to publish as-is but it kills the blank page problem, which is where I used to lose the most time.
The other thing that’s been useful is feeding it real data (customer reviews, support emails) and asking it to pull out patterns. Stuff like “what words do customers use when they’re happy vs when they complain” - that feeds back into copy in a pretty organic way.
Honestly the ROI is in the boring stuff, not the flashy stuff.
I made an AI for myself that connects to all my Google data Ads, GA4, Search Console, so I can just ask it questions and get a full overview of my campaigns, SEO, and site performance instantly.
This is what our app does but it connects 20+ data sources https://ask-ai-data-connector.co.uk/
we run ShopOS for our own brand ops… agents handle social content, catalog copy, and ad creative. Brand Memory stores what works (tone, winning formats, past campaigns) so every output is already on-brand.
biggest unlock: not having to brief the AI every single time. it already knows us.
if you’re early on AI for marketing, I’d suggest you start with Brand Memory before you touch generation. most brands do it backwards.
honestly the biggest ROI for us hasn’t been marketing automation, it’s been product content. writing descriptions with ChatGPT then editing for brand voice saves a wild amount of time when you’ve got dozens of SKUs. still needs a human pass though or it all sounds the same.
the underrated thing imo is just improving your product page visuals before spending more on ads. even small upgrades to your photos tend to move conversion rates more than most of the marketing tactics people obsess over. way cheaper to fix what’s already on your site than to drive more traffic to a page that doesn’t convert.
I use AI mostly to save time and stay consistent with marketing. It helps me with content ideas, ad copy, email drafts, product descriptions, SEO keywords, and brainstorming new angles when I get stuck. I also use it to quickly test different hooks for ads or captions instead of spending hours thinking of one perfect version.