How to use artificial intelligence in marketing without sounding like a robot

It is already a reality: the use of artificial intelligence in marketing has revolutionized the sector. It is part of the daily life of many brands and advertising agencies: it automates tasks, speeds up processes, generates content... but it can also undermine your message's credibility if you don't know how to use it correctly.

Robotic texts, distorted images, absurd videos… Sounds familiar, doesn’t it? 

At Nömad, technology is our ally, but we are clear that what makes a brand connect with its community usually lies in something that artificial intelligence lacks: the emotions that a brand makes its audience feel.

Tips for using artificial intelligence in marketing without losing credibility

At Nömad, we are one of the advertising agencies pioneering the use of artificial intelligence in marketing. We even talked about it with Carlos Santana (DotCSV), a leading AI communicator in Spain and Latam, on our Trends&News podcast! 

That experience has allowed us to know when, how, and why to rely on AI. For that reason, we give you some practical recommendations for working with AI without your brand losing its purpose.

Use AI for brainstorming

One of the most powerful ways to use AI is as a creative sparring partner. A name for a campaign? Format ideas? Content ideas? 

Here is a gift: our prompt to ask ChatGPT and Gemini for a brainstorming session:

“You are an advertising creative and you have been commissioned with a [type of project] for the brand [brand + information (mission, vision, values)]. The project's goal is [objectives]. The requirements and specifications of the project are [requirements]. The project is aimed at [audience]. Give me a list of 50 ideas.»

Build adjustable prompts for your most frequent requests

If you use artificial intelligence in marketing frequently, create adjustable prompts based on your needs, like the one we gave you earlier. This not only improves the quality of the responses but also keeps the tone and style aligned with your brand.

You can save your best prompts in Notion or Google Docs, categorized by task type.

Go step by step

If you want AI to help you perform a task (and especially a creative one), go step by step. It is not enough to say “Write a blog post about artificial intelligence,” for example. 

How to do it? As we mentioned, start with a good prompt for your request where you provide as much information as possible in a structured way. Then, modify aspects clearly, or ask it to adapt to a specific request. 

Are all AIs worth it?

The AI revolution has opened up a new market. It is clear that where many see a tool, others see a business opportunity. That is why, nowadays, new applications that use AI with different functions are appearing every day.

However, not all AIs are adapted to creative or strategic environments. It is not about using more tools, but about using the right ones better.

Do not automate what should be human

There are messages and situations that require 100% human control. If, for example, your brand is going through a reputational crisis, you need to take the reins. 

Remember that AI empathy is “functional,” but not real.

Chatbots, yes. AI-powered phone calls, no (not yet)

A well-configured chatbot improves the user experience. But a call answered by an artificial voice can be counterproductive. 

We don't know if we will have to delete this advice in a year, but for now, when a customer is in a moment of frustration, AI does not improve the situation.

Train the AI to act like one more member of your team

Current tools (such as custom GPTs or agents with memory) allow you to train the AI to know your brand, corporate identity, products/services… and an infinite range of possibilities. It is like having a personal assistant.

Combine AI with real audience insights

AI can analyze data, identify patterns, and make predictions. But it does not replace intuition or real knowledge of your community. Use both to make better decisions.

Every design must have a purpose, even if it is generated by AI

Midjourney and other tools can generate impressive visual resources in seconds. But if the design does not respond to a clear idea, message, or intent, you are just filling space.

The key is in the prompt

The AI's response depends entirely on the request made to it. You can have the most advanced technology on the market, but if you don't know what to ask for —or how to ask for it— the result will not have relevance.

A good prompt is more than an order: it is context, intention, and precision. It is telling the AI what you want, why you want it, and who it is aimed at.

Remember: you are the one who defines the strategy, the approach, the tone, the objective… The AI executes, but it does not decide (for the moment🤐).