As a well-rounded marketer, you’re juggling countless responsibilities across channels. Your time is limited, and the pressure to deliver results is constant. It’s no wonder artificial intelligence (AI) is top of mind. From streamlining repetitive tasks to crafting personalized experiences, AI is a game-changer—but only when used thoughtfully.

The magic of effective marketing lies in knowing when to lean on AI and when to infuse your campaigns with that irreplaceable human touch. Here’s how to strike the perfect balance:

When to Use AI

AI shines in tasks that require speed, consistency, and data-driven insights. Here are some practical ways to leverage AI in your marketing efforts:

1. Email Personalization at Scale

Your audience expects tailored experiences, but manually personalizing emails for thousands of subscribers is impossible. AI tools can segment your list, predict user preferences, and recommend content or products based on past behaviors. This ensures your emails feel relevant without consuming hours of your day.

2. Subject Line Optimization

Crafting the perfect subject line can feel like a guessing game. AI subject line generators can suggest subject lines designed to boost open rates. They take the guesswork out of writing and help you get your emails noticed.

3. A/B Testing and Analytics

AI can automate A/B testing for your campaigns, analyzing performance data in real-time to identify what works best. This means you can focus on strategizing while AI takes care of the number crunching.

4. Repetitive Tasks

Let AI handle tasks like scheduling social media posts, sending out email drip campaigns, and responding to basic customer inquiries. This frees you up to focus on more strategic initiatives.

5. Content Generation (to a Point)

AI tools can draft email templates, generate social media captions, or even write blog posts. However, these outputs often need your editing touch to align with your brand’s voice and values (more on this below).

When to Add a Human Touch

While AI is powerful, there are moments when only a human can make the connection truly meaningful. Here’s where your expertise comes in:

1. Brand Voice and Storytelling

AI can mimic, but it can’t replace your understanding of your brand’s unique personality. Whether you’re writing a heartfelt customer appreciation email or creating a campaign to celebrate your business’s anniversary, your storytelling skills bring authenticity and emotion to the forefront.

2. Handling Sensitive Topics

AI lacks the empathy required to navigate complex or delicate issues. If you’re addressing complaints, handling service disruptions, or managing a PR crisis, your thoughtful and compassionate communication is key to maintaining trust.

3. High-Stakes Creative Campaigns

For major campaigns—like a product launch or holiday promotion—AI can assist in brainstorming ideas or automating workflows, but the creative direction and strategic decisions should remain in your hands.

4. Building Relationships

Your subscribers want to feel like they’re engaging with a real person, not a machine. Whether it’s responding to a thoughtful comment on social media or writing a heartfelt thank-you email to loyal customers, your personal touch fosters connection.

5. Final Edits

Even the most advanced AI tools can produce generic or slightly off-brand content. A final review by you ensures that every email, caption, or blog post aligns perfectly with your tone, style, and audience expectations.

Finding the Right Balance

At Benchmark Email, we know that marketers aren’t quite ready to give AI the reigns across marketing efforts. We think of AI more as your marketing assistant—great at handling repetitive tasks and providing data insights, but it still needing your experience and leadership. When deciding whether to use AI or step in yourself, ask:

• Is this task repetitive or data-driven? → Use AI.
• Does this require empathy, creativity, or nuanced communication? → Add a human touch.
• Can AI provide a draft or framework? → Use AI as a starting point, but refine it with your expertise.

You’re not just juggling multiple roles—you’re also building relationships with your audience. AI can be a powerful tool in your toolkit, but in a sea of automation and AI-generated content, it’s your human touch that makes your marketing memorable.

By leveraging AI for efficiency and stepping in where it matters most, you can focus on what you do best: creating marketing that drives results and strengthens your brand.

Ready to integrate AI into your workflow? Start small—try our built-in Smart Content tools for email content and subject line optimization. Over time, you’ll find the balance that works best for you and your business.