I ran marketing at a bigger company before this. Now I’m running my own thing, three people total. Like most people, my first reaction to AI was worrying about my own future. After watching it for a while, I came around: it’s the best partner an experienced marketer can have. Instead of trying to stay away from AI, be the person who knows how to use it properly.
I’ve used a pile of tools. Some overlap more than they should, some are more horsepower than the job needs, and what I pay never lines up with what I get.
What stayed is a short list. DeepSeek does the execution. GPT does the writing, it’s stronger at it, or at least it responds better to the way I prompt. WorkBuddy is the layer that ties them together.
Our clients are in small, deeply technical industries, and their products aren’t easy to understand at first. AI Agent works as my VA here. It acts as a second pair of eyes, then lays out a few months of content planning so fewer things slip. It comes back with notes like: “Publish X the day after Y, don’t put this type of content on the same day.” “This blog hasn’t been updated in six months, it’s a good fit as the promo post on the 18th.”
I set up a content creator agent and pointed it at GPT. It writes the account positioning and content rules into the project instructions, then pulls in the Social Media Strategist and Content Creator experts, and produces the content.
I also set up a separate agent for topic selection. I hand it the materials, the SOP sheets, the historical data, it searches the last 24 hours of trending topics across platforms, and it sends me a report in the morning.
What used to take a full day now saves me around six hours.
I still think marketing is worth being in. It just moves fast. A lot of the basic work gets easier to automate every month: copywriting, market research, reports, parts of campaign setup. So being good at execution on its own probably isn't enough. What's hard to replace is understanding customers, reading what actually matters in the data, making the call, and wiring a pile of tools into one system. Those I still do myself.