Most teams adopt AI by letting each person try tools on their own. Some get faster, some get nothing, and nobody can say whether marketing as a whole improved.
A better approach starts with the work, not the tools.
Good jobs for agents
- Research and monitoring: tracking competitors, collecting reviews, summarising sales calls, watching how AI assistants describe you.
- First drafts at volume: product descriptions, ad variations, email sequences, localised versions of pages.
- Operations: tagging and routing leads, cleaning data, building reports, scheduling and publishing.
Jobs that stay with people
- Deciding positioning and what the brand stands for.
- Choosing where to spend and what to stop.
- Relationships with customers, partners and the press.
- Final judgment on anything public.
How to roll it out
Map your team's weekly work and mark each task as judgment, craft or repeatable. Automate the repeatable work first, with a person reviewing outputs. Measure time saved and quality, then expand. Redesign roles as you go, so people spend freed-up time on the judgment work that actually moves growth.
Done well, a team of three can cover what used to need fifteen, and do it with more thought, not less.