Top tips: Yes, you can use GenAI in your marketing—just don't make it too obvious.

Top tips is a weekly column where we highlight what’s trending in the tech world and share ways to stay ahead. This week, we’re looking at how marketing teams can harness AI in subtle, effective ways without crossing over into "slop" territory.

You've likely seen the term "AI-slop" being thrown around frequently over the last year or so. Ever since GenAI became mainstream, content sharing platforms seem to have turned into a quagmire of low-effort, outlandish, and sometimes even downright offensive AI-generated content. What's more, this kind of "AI-slop" is everywhere, especially on social media platforms like Facebook. So, it's no surprise that AI art has started to gather a rather unflattering reputation, with the term "AI-generated" even being used pejoratively at times. AI fatigue is a genuine thing, after all.

With this AI fatigue in mind, the last thing you want as a company is for your marketing efforts to be viewed as lazy or uninspired. Despite the many benefits these GenAI platforms bring to the table—especially when it comes to time-saving and convenience—there is a fine line between effective and excessive use. Here are three ways you can subtly, yet effectively, use AI to aid your marketing.

1. Use AI as a research aid

Let's be honest, research is easily one of the more time-consuming aspects of working on a content piece or a marketing campaign. Sometimes, finding and compiling the relevant information you need can feel like an uphill battle, especially when you're dealing with a highly specialized subject—or a tight deadline.

AI tools can be a real lifesaver if you find yourself in such a situation. Tools like Perplexity can provide you with reliable sources for the information you're seeking, while more conversational platforms like ChatGPT can help you summarize and simplify complex or highly granular resources. Of course, while you can't always take these responses at face value, they do provide you with a great starting point for your project, especially when you're in a pinch.

2. Let AI polish your content

As a content creator, there are doubtless times when your writing just doesn’t land. It lacks the punch you were aiming for, and no matter how many times you rework it, it still feels off. That’s where AI can step in as your very own personal proofreader.

Tools like ChatGPT and Grammarly can help you fine-tune your writing by catching awkward phrasing, improving flow, and smoothing out odd grammar or word choices. But be careful not to lean too heavily on AI to fix your work. The last thing you need is to end up stifling your creativity because you've come to rely more on AI than your own judgment.

3. Use AI-generated art sparingly

It's genuinely impressive how AI image and video generation platforms have made it possible to create art and other visual elements at a moment's notice. However, while it’s tempting to rely on AI to produce art from scratch, especially given the time and money it can save, there are a few important things to keep in mind.

For one, AI-generated imagery is still an evolving technology. Yes, the progress in recent years has been massive, but viewers with keen eyes can still tell when an image or video is AI generated. Beyond that, overusing AI can make your visuals look generic and lifeless, which isn't ideal if you’re trying to craft a unique, recognizable art style and identity for your brand.

A better approach is to use AI as a creative base. Use it to generate concepts, experiment with ideas, or design smaller components that can fit into a larger, human-created piece. This way, your visuals retain that human touch while still benefiting from AI’s speed and convenience.

Enhance, don't create with GenAI

AI should never be used as a replacement for human creativity. It doesn’t think outside the box, and it can’t replicate the originality or intuition that makes human-made content stand out. These are still just tools—helpful ones, sure, but only when used to support creativity, not substitute it.

Let AI handle the repetitive or time-consuming parts so you can focus on what actually matters: the storytelling, the ideas, and the perspective only you can bring. That way, you’re still making use of what AI has to offer without letting it take the wheel entirely.