AI is rewriting the rules of marketing, and if you’re not yet on board, you might already be falling behind.
Adam Ortman, the founder of Kinetic 319, recently shared his insights on the eCommerce Marketing Podcast, providing 10 invaluable lessons about harnessing AI to transform your marketing strategy.
From combating ad fatigue to enhancing creativity, here’s what you need to know.
Lesson 1: AI is a Tool, Not a Replacement
"AI is just a new hammer for us," Adam explained on the podcast, and he’s right—AI isn’t here to take over your marketing job. Instead, think of it as the ultimate multitool for your strategies.
It’s particularly useful for cutting down on the grunt work. Need to rephrase content or generate ideas? AI tools like ChatGPT are perfect for that. Struggling to analyze unstructured sales data? AI algorithms like those in Tableau or Power BI can handle it.
But here’s the catch—AI doesn’t “think” for you. Your insight and strategy are still the driving force behind any successful campaign, while AI simply makes it easier to put those plans into action.
Lesson 2: You Still Need to Build Strong Client Relationships
Sure, AI is great at personalization, but nothing beats old-fashioned human connection. Clients still want to feel heard, valued, and understood. There are all kinds of automated tools that can create friendly emails or customer service scripts, but marketers who forget the “human touch” risk alienating their audience.
Adam emphasizes that relationship-based marketing has never been more important, and this is a point that needs to be highlighted. Relationships matter, and they’ll always matter if you want to make an impact with your marketing.
Because of this, you need to start by scheduling time to engage personally with your audience. For example, invite loyal customers to a live webinar or send personalized thank-you notes. AI can handle the logistics, but the genuine connection? That’s on you.
Lesson 3: AI Can Combat Ad Fatigue
Ad fatigue—a dilemma digital marketers know all too well. When the same ads bombard your audience over and over, you’re creating more annoyance than engagement. Enter AI.
AI tools like Adzooma or Albert.ai take the guesswork out of advertising by analyzing performance and creating variations automatically. Imagine running 10 different ad versions tailored to niche audience segments—AI makes that possible.
Unsurprisingly, this kind of personalization works wonders for audience engagement while keeping your campaigns fresh. The result? Fewer unsatisfied customers scrolling past your ad and more meaningful conversions.
Lesson 4: Knowing Your Audience? Still a Must
No AI tool can compensate for not knowing your audience. Adam Ortman warns, “The buyer is so much more savvy.” It’s true—consumers expect authentic, relevant content that reflects their needs.
AI can analyze customer behavior and preferences, but interpreting that data requires human understanding. Take time to combine AI data insights with your intuition about trends, preferences, and social context.
For example, you can run focus groups alongside AI-driven analysis to gain a complete picture of what resonates with your target audience.
Lesson 5: AI Can Dramatically Enhance Your Creativity
If you think AI is only for analytics nerds, think again. It’s also a goldmine for marketers looking to push creative boundaries.
Use platforms like Jasper or Copy.ai to draft engaging headlines, brainstorm campaign ideas, or design quirky social media posts. Or take it further—visual AI tools like Canva or Runway help you develop stunning visuals in minutes.
Creativity remains a human skill, and it always will be an innately human skill, but AI can accelerate brainstorming and execution, allowing your brand storytelling to shine in brand new ways.
Lesson 6: You’ve Got to Start Small with AI
The mere thought of implementing AI can be overwhelming, so don’t overcomplicate it. Start small.
Instead of trying to overhaul your entire marketing strategy at once, focus on one area where AI can make the most immediate impact. For small businesses, tools like ChatGPT or Grammarly are a great starting point for improving content.
By starting with bite-sized improvements, you’ll build confidence and avoid stretching your resources too thin—a win-win.
Lesson 7: Try to Avoid Over-Automation
Automation isn’t a one-size-fits-all solution. Going too far with AI can make your brand feel robotic and generic. Customers are quick to notice when interactions lack authenticity.
The key here is balance. Use AI to streamline the easier tasks while keeping your brand voice firmly human. For instance, automate email follow-ups but make sure the initial pitch feels personalized and soulful.
Your customers want to feel like there’s a person behind the automation, so don’t lose touch with your brand identity.
Lesson 8: Stay Curious
If there’s one lasting take-away from Adam’s words of wisdom, it’s this reminder: “Be curious and play around with it.” The world of AI changes fast, and the best marketers are those willing to experiment.
Try new tools—even if they aren’t in your direct line of expertise. Learn how AI works, tinker with its parameters, and question how it might help you improve. This sense of curiosity could lead to game-changing discoveries for your campaigns.
Lesson 9: Play With AI in Everyday Operations
AI isn’t just for marketing; it’s transforming nearly every industry. From automating supply chains to improving customer service, the possibilities are endless.
Think about how you can integrate AI into your entire operation. Consider using AI-driven chatbots on websites or leveraging voice recognition to simplify internal communications. Look for small, everyday opportunities to apply AI for higher efficiency.
Lesson 10: Brace Yourself for What’s Next
The future of AI in marketing is as exciting as it is unpredictable. Tools like visual recognition and augmented reality are already paving the way for AI-assisted shopping experiences.
As a marketer, you need to stay ahead of the curve (or at least keep pace). Start experimenting today, because the brands that ignore AI may struggle with relevancy tomorrow.
Propel Your Business With AI
AI is no longer just an “extra”—it’s a central feature of modern marketing strategies. Whether it’s creating stunning ad campaigns or building stronger client relationships, AI has something to offer every marketer.
Feeling inspired to get started? Check out Adam’s full conversation on the eCommerce Marketing Podcast. It’s packed with tips and real-world examples to help you crack open the vast world that is modern marketing AI.
And remember, if you’re feeling stuck, our team at Kinetic319 is here to help. We’re keeping a close eye on the digital advertising trends of the future, and we’re ready to propel your business forward.