AI in Marketing: When It Works (and When It Doesn't)

Discover how marketers can effectively use AI for efficiency, creativity, and authentic thought leadership—insights from Robyn Showers.

Author

Benjamin Ard
July 29, 2025

"We don't let AI write the first draft very often, but I do find that the one place where it actually puts out a pretty decent first draft is where you're able to put in a really well-done interview that you did yourself."

Robyn Showers

I recently had the pleasure of chatting with Robyn Showers on the Content Amplified podcast. Robyn’s spent years mastering content marketing at companies like Vimeo and HubSpot, and she's currently leading a team that's experimenting with AI in some pretty insightful ways.

AI in marketing can feel overwhelming. But Robyn brought clarity to the chaos by sharing what's genuinely working—and what's not. Here are my top three takeaways from our conversation:

1. AI for Workflow Efficiency, Not Creativity

AI is fantastic for streamlining repetitive tasks like SEO articles or repurposing content. Robyn’s team feeds extensive research, data sets, and past content into tools like ChatGPT or Claude, using AI to speed up workflow. But the magic happens in the creative strategy and interviews—the AI just helps package it.

2. Personality-Driven Marketing Is the Future

Robyn emphasizes investing more time in real thought leadership—content that reflects genuine human perspectives and expertise. While AI can enhance distribution and repurposing, authentic insights come from the voices and experiences of your team and community.

3. Good Prompting Makes Good AI Content

Creating effective AI content isn't just about the tool—it’s about prompting it correctly. Robyn’s team has even created internal "prompt libraries" in their content style guide. Good prompts explicitly state who the AI should be, the precise input, and the exact desired output. It's a practice that’s rapidly becoming as essential as writing itself.

Actionable Steps:

  • Start creating a prompt library specific to your brand's voice.

  • Use AI tools primarily for research, data analytics, and repurposing.

  • Focus your team's freed-up time on cultivating unique, personality-driven thought leadership.

Robyn has nailed the balance between human creativity and AI-driven productivity—something every marketer can learn from.

Connect with Robyn on LinkedIn for more thoughtful insights on content and AI.

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Until next time,

Ben Ard
Host of the Content Amplified podcast

About our Guest: Robyn Showers

Robyn Showers is a seasoned content marketing leader passionate about storytelling, authentic brand building, and creative strategy. With extensive experience from companies like Vimeo and HubSpot, Robyn has mastered the art of crafting impactful, personality-driven content that resonates and inspires genuine connection.