[PODCAST] How AI is Shaping Content, Social, SEO and Design

Key Takeaways

• AI is helping our team speed up content creation, research, and iteration.
• Prompting well is key to getting good results, it’s a skill we’re all learning.
• Human input still matters for nuance, emotion, and meaning.
• We’re open about how we use AI because transparency builds trust.
• It’s not about AI replacing people, it’s about using it to work smarter.

In this episode of the Spitfire Inbound Podcast, Take Flight, we’re talking about something that’s become part of our everyday work, AI.

Ali, our Strategic Director, is joined by the creative team: Justine (content), Nicole (SEO), Ryan (design), and Motso (social), to unpack how each of us is using AI, what’s working, and what we’re still wary of.

Tools we mentioned 

Content & Copywriting
HubSpot Content Hub™, ChatGPT (Pro), Breeze Content Agent, Claude, Jasper, Gemini, Perplexity

SEO & Social
Semrush (Topic Tool), KeySearch, HubSpot AI Search Grader, Breeze Social Media Agent

Design & Visuals
Breeze AI Image Generator, Midjourney, DALL·E, Adobe Firefly, Canva AI

Collaboration & Analytics
HubSpot Breeze, HubSpot Copilot, Miro (with AI), Databox (with AI)

Transcription & Notes
Temi, Fireflies 

What we spoke about

AI as a starting point

Across the board, we’re using AI to get going faster, whether that’s kicking off an idea, pulling together messy notes, or speeding up the time from concept to first draft. But no one’s using it to do everything. It’s just the starting point.

Prompting takes practice

Prompting well makes a big difference. We’ve all had to learn how to ask better questions and give more direction. The better the prompt, the better the result.

Design, copy and social: faster, not fully automated

Ryan spoke about using AI to visualise ideas quickly and share concepts earlier. Justine uses it to test phrasing and avoid cliché copy. Motso uses it to research trends and test messaging for social. It’s helping us move faster, but we never publish without human review.

SEO and Data: AI as a Research Assistant

Nicole shared how AI helps make sense of big data sets from Semrush, GA and Search Console. It helps her surface the most important takeaways, which means she can spend more time on recommendations.

Humans still matter

There was a shared belief: AI can support you, but it can’t replace what makes your work meaningful. Emotion, cultural nuance, and brand context still need human insight.

Ethics and transparency

The team discussed the importance of disclosing when AI is used, especially when it comes to design or reusing a known style. Creating an AI manifesto or adding disclaimers to your content can help keep things ethical, transparent, and open.

We didn’t all love it at first

Justine and Ryan both admitted they were sceptical early on, and Nicole even felt like she was “cheating.” But over time, we’ve found what works and where AI fits into our process. No one’s using it to replace thinking; we use it to get through the heavy lifting (and boring admin) faster.

Podcast highlights 

00:45 – Meet the team and the episode focus
Ali introduces the team and topic: a practical, honest chat about how AI fits into each of our creative roles.

02:00 – Brainstorming on demand
Motso explains how AI supports early-stage content and research, helping him work faster and smarter.

03:15 – Design with speed and clarity
Ryan uses AI to test ideas quickly and reduce concept development time. He talks about learning through trial and error.

06:00 – Writing better, faster, and more intentionally
Justine shares how she uses AI to organise thoughts, filter out jargon, and find fresh angles.

08:45 – The role of prompting
We all agree: prompting is a skill. Get it wrong, and your AI output will miss the mark. Get it right, and it’s a real time-saver.

13:10 – Data in, insight out
Nicole breaks down how AI helps her process and prioritise large volumes of SEO and performance data.

17:30 – AI as a multi-skilled teammate
Ali summarises AI’s value as an assistant: editor, researcher, designer, and sounding board; all depending on how (and why) you use it.

20:05 – Can people tell if it’s AI?
We explore the fine line between AI-generated and human-created work. The message we settled on is that it's not about who wrote it, but whether it lands.

24:00 – Where AI falls short
AI still lacks true emotional and cultural understanding. That’s why the human layer is essential, especially in content and creative.

27:20 – Ethics, manifestos, and showing your process
We discuss creating AI usage guidelines and the value of making your use of AI public and transparent.

32:00 – The personal adoption curve
Each team member reflects on initial hesitation, learning curves, and how AI became part of our workflow (without taking it over).

38:00 – Learning new skills with AI
Ryan shares how he used AI to teach himself paid media basics as an example of how AI empowers everyone by creating access to information. The team talks about the limits and risks of AI as a learning tool.

42:30 – Final word: the human owns the outcome
Ali wraps up with a reminder that no matter how much AI you use, the final result—and responsibility—still sits with you.

AI Can Help, But You’re Still the Expert

AI is part of how we work, but it’s not doing the work for us. It helps us start faster, think broader, and get more done. That said, the judgment, strategy, tone and quality are still up to us.

If you’re figuring out how to use AI in your own team, whether it’s for content, SEO, design or strategy, let’s talk.

FAQs: How AI Is Changing Content, Social, SEO, and Design

What’s the best way to start using AI in marketing?
Start small. Use it to brainstorm or speed up research. Then refine from there. Don’t expect the AI tool (or yourself) to get things perfect the first time; it takes practice.

How do I make sure AI content is accurate?
Always fact-check AI-generated info, especially links and citations. AI often pulls from a wide range of sources, and not all of them are reliable.

Should I tell people when I’ve used AI in content?
We think so, but every business is different. In our experience, transparency builds trust. Consider a short note or disclaimer if AI supported any part of your process.

What are some common mistakes when using AI for content or creative?
Relying too heavily on AI, using generic prompts, and not editing the output for tone, voice, and context.

Can AI replace writers, designers, or SEO strategists?
No! It can support them, speed up workflows, and provide interesting insights, but it can’t replace creativity, judgement, or experience.

Listen Now!

Catch the full episode of the Spitfire Inbound Take Flight Podcast titled "AI in Business: Empowering with Purpose" wherever you listen to podcasts!