Whether it is ChatGPT, Copilot, Google Gemini, Jasper, Perplexity or Claude, there’s a growing list of tools you can tap into to give your productivity a serious boost.

Like anything, there’s both good and bad ways to use the influx of technology that hits our desktops. For marketing and PRs, there’s huge opportunity to leverage AI to streamline our workflows, enhance our copy, help us with SEO and the many other things that are on our daily to-do lists.

According to a 2024 report by the Australian Marketing Institute, 68% of marketing teams are already using AI tools to assist with content creation, customer insights, and campaign optimisation. Meanwhile, over 50% of PRs say AI has helped them improve media outreach and reporting accuracy. But like most things though, it requires effort if you want good results—garbage in = garbage out. With that in mind, here are some smart ways to use AI tools to elevate your marketing and PR game.

Structuring smarter: Using AI to plan and outline content

Before you put pen to paper (or fingers to keyboard), AI can help you map out your content. Use AI to help you create structure and generate outlines based on the topic you want to cover and the goals of the piece you are writing. Whether you're drafting a blog, press release, or pitch, you can ask AI to suggest things like headings, subheadings, structure of content and sections. Take this as a starting point, then think about what you are trying to achieve in your piece. The suggestions may guide you, or even prompt new ideas that you hadn’t thought of. From here, finesse your structure so you have a solid foundation to work from.

Writing with purpose: use AI to enhance your copy, not replace your voice.

AI-generated articles seem to have a certain style, and the more of them you read, the more they jump off the page. Your brand voice should be unique and true to you, and it is the reason your readers will keep coming back for your content. AI has come a long way, but it doesn't replace the personality, tone and character that you have spent so long trying to create.

There are some really good ways to use AI to enhance what you have written though. You can use it to adjust your tone to suit certain channels (think about how you would write for LinkedIn versus for Instagram). Ask it to review certain sections for clarity or to suggest better ways to phrase content. You can even ask it to review content based on your brand voice to help you get your copy just right.

It’s especially useful for adapting content across formats—turning a blog into a press release, or a product description into a social caption.

Proofreading and polishing: AI as your editorial assistant

AI tools are great for catching grammar mistakes, awkward phrasing, and inconsistent styles. Think of them as your in-built editorial assistant—there’s no excuses for typos, bad formatting or poorly structured sentences. Use AI tools to flag readability issues, suggest improvements for flow and clarity and check for consistency across different pieces of content. This is particularly helpful when working with freelancers or using remote teams, where your brand voice needs to stay tight and polished. We suggest asking AI to map out the suggested changes, not just rewrite your copy—remember nothing replaces your trained eye and years of experience working with your brand.

SEO integration: smarter optimisation without the guesswork

This is a favourite of ours. Not because it is hard to do, but because it can be so time consuming. AI can help you optimise content for search engines by recommending relevant keywords based on search trends or your high performing keywords. It can suggest meta descriptions and alt text, analyse competitor content and identify gaps. Once again, we suggest having AI list out suggestions for you to integrate with careful thought and consideration, don’t get it to do it for you. Content that is written purely for SEO jumps of a page and lacks authenticity. Use the suggestions, but make sure the copy is your own. This means your content is not only engaging—it’s discoverable.

Repurposing content: from one asset to many

One of AI’s superpowers is content repurposing. With a few prompts, you can turn a blog post into social media captions, email newsletter copy, even a media release outline. This is a smart way to use AI to help you get more out of your content without the effort, whilst also keeping your message consistent across channels.

Training your AI agent

One of the most exciting new AI features is the ability to train an AI agent to represent your brand. Like a new employee, the more effort you put into educating and bringing your agent up to speed, the more you will get out of them in terms of both quality and consistency of work.

Think of an AI agent as your own assistant, that can be trained to understand your brand’s tone, style and values. When you set it up, think about how you would train a new Marketing or PR assistant. You would need them to understand your brand guidelines, products, tone of voice and customer personas. It is the same for your AI assistant. Upload key documents, direct it to your website, upload some example pieces of content for it to review. You can even give your AI assistant a name.

Once trained, an AI assistant will be able to help you draft emails, create social posts and press releases that sound like you, keeping your work consistent and saving you time. And the more you work with it, the better it gets. This is a game-changer for teams who want to scale content creation without losing their unique brand voice.

Whether you are just getting started with AI, or using it to seriously improve your productivity and brand content, remember to use it in a smart way that elevates your work, not replaces your voice. Start small, experiment, and train AI to work with you.

Beyond the Blog: Smart Ways to use AI in Marketing and PR