Generative AI has been a game-changer for many, enabling greater productivity and creativity by doing the heavy lifting of boring, repetitive tasks. Additionally, it’s undeniably transforming how businesses approach their work. From speeding up workflows to automating routine tasks, AI has become an indispensable tool. But let’s set the record straight: generative AI’s role should be that of an augmentor, and not a replacement for the essential human qualities that drive connection and quality today.
At Spitfire Inbound, we see AI as part of a bigger picture. It’s not a magic wand that replaces human intelligence, creativity, and expertise. Instead, it’s a tool that enhances our ability to deliver impactful strategies, thoughtful content, and meaningful connections in a more productive and robust manner.
AI Limitations: Jack of all Trades, but Master of None
AI excels at tasks that require structure, data crunching, or repetitive execution. For many people, this is the draining, arduous tasks that suck the joy out of their daily work and ones we happily pass over to modern tech. We suggest using generative AI to draft initial ideas, unpack structures, and optimise performance metrics. For instance, when using AI tools like ChatGPT or HubSpot AI, marketers can brainstorm blog outlines, fine-tune keyword strategies, or generate A/B test variations at lightning speed.
Ideally, and our recommendation, is that serves as the starting point for more creative, strategic work - and in fact recently, while using HubSpot’s AI tool, Content Remix, and Copilot, the Spitfire team fleshed out a content strategy. Paired with ChatGPT and other tools, this led to the basic building blocks of a strategy that was then fine-tuned and planned strategically by the strategists on team.
Our golden rule of AI at Spitfire is: don’t lose the human touch.
We also know the limitations of AI. It struggles with strategy, nuance, and creativity at a high level. It has no contextual understanding of a brand or human pain points, and can’t make creative leaps - like thinking about a topic in a totally new or innovative way that might lead to unexpected success. In our opinion, the biggest AI limitations are that it’s not ready to take over tasks like crafting a brand’s unique tone of voice, devising a multi-channel campaign strategy, or understanding the complexities of human emotions in storytelling.
As Ryan Wallis, Head of Design at Spitfire puts it, “AI is only as smart as the person prompting it. If you don’t know what to ask, you won’t get the answers you need.”
The Skill of AI Prompting: A Critical Edge
Effective AI prompting isn’t just about asking questions—it’s about asking the right questions, and giving the right context. This requires expertise, experience, and an understanding of your audience and objectives. For example, asking ChatGPT to “write a blog post on inbound marketing” might produce generic results. But asking it to “generate three actionable tips for small businesses starting with inbound marketing, using a conversational tone” produces far more relevant and targeted content.
This ties back to our Fainting Goats project, where we tested the capabilities of HubSpot AI. While this AI tool was excellent at automating processes and generating content quickly, it couldn’t develop a strategic framework for our campaigns. That’s where human expertise came in.
AI Complementers Experts, but Doesn't Replace Them
Technology doesn’t replace ability. It’s a sentiment that resonates with Darren’s experience studying design. Back then, tools like Photoshop, Illustrator, and Corel Draw became mainstream. But as Darren points out, “The software doesn’t make you a designer. It doesn’t teach you composition, typography, or creativity. Those come from skill, knowledge, and practice.”
Similarly, Artificial intelligence tools like HubSpot’s Content Assistant or ChatGPT don’t make someone a strategist or writer or sales expert. They support professionals in executing their ideas faster and more efficiently, but they can’t replace the critical thinking and human insight that go into developing a successful strategy.
Human Intelligence Is Still at the Core
Generative AI can streamline processes, but it can’t replace the human intelligence and skill required to deliver quality work. A strategy built entirely on AI risks becoming generic, disconnected, and ultimately ineffective. The counterintuitive result of a world that is using AI more and more is that the human touch is more valuable than ever.
This is why our approach at Spitfire Inbound emphasises augmented intelligence. By combining the speed and efficiency of AI with human expertise, we create solutions that are both smart and impactful.
Actionable Tips for Using Generative AI
- Start with a clear strategy. AI tools are most effective when used to execute a well-defined plan, not to create one from scratch.
- Learn the art of AI prompting. The quality of AI’s output depends on the quality of your input. Invest time in learning how to craft prompts that align with your objectives.
- Don’t skip the human touch. Always review, edit, and refine AI-generated content to ensure it reflects your brand’s voice and values.
- Evaluate your AI tools regularly. Technology evolves rapidly. Regularly assess your AI tech stack to ensure it meets your needs and integrates well with your processes.
- Share insights with your team. AI is a collaborative tool. Encourage your team to document and share their experiences and tips for getting the best results.
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Final Thoughts
Generative AI is a powerful ally, but it’s not a silver bullet. To truly harness its potential, you need to pair it with human expertise, creativity, and critical thinking.
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