How we’ve used AI for marketing in 2024

Artificial intelligence (AI) is no longer a novelty in marketing—it’s a powerhouse of efficiency and creativity that has fundamentally changed how we work. At Backslash Creative, we don’t just use AI to automate tasks; we use it to enhance our expertise and amplify the value we deliver to our clients. The key is to treat AI like a brilliant assistant: great at handling the middle part of the process but always needing human guidance to ensure the final result is spot-on.

Here’s how AI has transformed our approach to marketing in 2024, with specific tools and real-world examples from our work.

Writing assistance with ChatGPT 

ChatGPT has become an indispensable part of our writing process. Whether we’re brainstorming ideas, generating drafts, or tweaking headlines, it’s our go-to tool for saving time and sparking creativity.

For instance, when crafting subject lines for email campaigns, we use ChatGPT to generate multiple options that align with best practices. Drawing from insights shared by email marketing experts like Jay Schwedelson, we can prompt ChatGPT to create engaging subject lines that maximize open rates. If none of the initial suggestions hit the mark, we ask for more iterations until we land on the perfect one. We’ve even used ChatGPT to add emojis and hashtags to posts when appropriate, ensuring the content feels polished and on-brand.

Beyond email marketing, ChatGPT helps us optimize LinkedIn thought leadership posts, focusing on concise, engaging content that resonates with professional audiences. It’s also a fantastic brainstorming partner for naming projects, blog topics, or even creating catchy CTAs for websites. By guiding the AI with detailed prompts, we ensure the output aligns with our tone and objectives.

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Visual creativity with Leonardo.AI 

When stock images don’t cut it, Leonardo.AI steps in. One standout example is using it to create visuals of fictional people to protect privacy. For projects requiring images of individuals—like training materials or certain ad campaigns—this tool generates lifelike characters that maintain the professionalism of a real photo while avoiding privacy issues. It’s a clever workaround when a stock photo of a generic smiling model just won’t do. We’ve used that strategy extensively for Beautiful Dream Society, a nonprofit dedicated to fighting human trafficking.

Leonardo.AI also helps us maintain brand consistency by replicating specific styles. This is especially valuable for campaigns that demand visuals tailored to a client’s unique identity. Whether it’s placeholder images during brainstorming sessions or finished graphics for a campaign, this tool saves us time and adds originality.

• Try Leonardo.AI yourself

Polishing content with Grammarly 

Grammarly is our secret weapon for keeping written content polished, professional, and consistent. From social media posts to long-form blogs, it helps us refine tone and improve clarity without losing the voice that makes our content uniquely ours.

For example, when crafting blogs, Grammarly ensures our writing strikes the right balance between conversational and professional—a hallmark of our style. It’s particularly useful for team projects, where multiple writers are contributing. With Grammarly, we can ensure the final product feels cohesive, no matter who worked on it.

• Try Grammarly yourself

Design efficiency with Canva 

Canva is one of our go-to tools for creating high-quality visuals quickly and effectively. From social media graphics to website assets, we use Canva as a full-fledged design platform for many of our projects. Its intuitive interface and extensive library of templates make it easy to produce professional designs that align with our clients’ branding.

What sets Canva apart is its versatility for digital design projects. Whether we’re crafting an Instagram post, a LinkedIn banner, or assets for a client’s website, Canva gives us the flexibility to deliver polished, engaging visuals without a steep learning curve. That said, we leave more specialized work, like (most) print design or logo creation, to tools better suited for those tasks.

Canva also excels at streamlining collaboration. Team members can work on the same design in real time, making feedback and revisions seamless. Its ability to experiment with animations and dynamic elements gives social media content an extra edge, allowing us to stand out in crowded digital spaces.

• Try Canva yourself

Audio and video editing with Descript 

Descript has revolutionized how we handle audio and video content. Most often, we use it to pull transcripts from recordings, which we then repurpose for blogs, newsletters, or social posts. For example, we’ve taken podcast transcripts, identified key takeaways, and turned them into polished LinkedIn posts.

While rare, we’ve also used Descript’s AI voice editing features to tweak voiceovers without re-recording. This has been a lifesaver for small fixes, like adjusting phrasing or correcting minor errors in long audio tracks.

• Try Descript yourself

Real-Life AI in action

Here are a few examples of how AI has improved our workflow this year:

• Brainstorming and Blog Creation: When coming up with blog topics, we use ChatGPT to generate a list of ideas. Then, by combining those suggestions with manual Google research, we refine the options to ensure they align with SEO best practices.
• Privacy Protection: For Beautiful Dream Society, Leonardo.AI allowed us to create realistic, proprietary visuals without risking privacy issues by using stock photos or real people’s images.
• Email Marketing: We’ve used AI to craft subject lines that combine creativity with data-backed strategies to boost open rates. By integrating expert insights and testing variations, we’ve seen measurable improvements in engagement.

How AI has transformed our workflow 

AI hasn’t replaced the creativity and strategy we bring to the table—it’s made us better at what we do. Tools like ChatGPT and Leonardo.AI free us from repetitive tasks, allowing us to focus on higher-level strategy and innovation. Canva and Descript help us deliver polished content efficiently, and Grammarly ensures every piece of writing meets our high standards.

Here’s what AI has done for us:

• Enhanced Efficiency: Routine tasks like drafting emails or adjusting stock images take a fraction of the time they used to.
• Elevated Creativity: AI opens up new possibilities, from generating unique visuals to brainstorming blog ideas.
• Improved Consistency: Tools like Grammarly ensure that every piece of content aligns with our voice and the quality our clients expect.

The future of AI in marketing

As AI evolves, so does its role in marketing. At Backslash Creative, we’ll continue to explore how these tools can amplify what we do best: creating marketing that strategically connects, inspires, and delivers results.

Whether it’s improving workflows, generating fresh ideas, or refining the final product, AI is here to stay—and we’re here to make the most of it. If you’re curious about how we can help you make the most of your marketing investment with AI, let’s talk. Whether you want training, consulting, or full-service management, we’re ready to help you harness the power of AI for your business.