By Vicky Sidler | Published 26 September 2025 at 12:00 GMT+2

If you’ve ever wondered whether AI can take over your marketing, here’s a helpful clue: even Google says no.

According to BusinessLIVE’s recent feature on AI in marketing, brands like Santam, Sanlam, and yes, Google, are using AI tools to work smarter—but not to think for them. Because when it comes to marketing that actually works, data isn’t the whole story. Creative thinking still pays the bills.

So while AI might write a headline or suggest the perfect time to post, the big wins come when you mix that with real human creativity. Especially the kind that doesn’t sound like it was written by a toaster.

TL;DR:

• AI gives you scale, speed, and insights

• Creative thinking is still the best ROI multiplier

• Use AI to lift data and free up your brain

• Don’t let AI do the storytelling for you

• Humor, relevance, and emotion still win

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Table of Contents:

What the Big Brands Are Actually Doing:

Santam is using AI for what it’s good at: making sense of data, predicting where to spend, and scaling outreach. That frees up their human team to do the hard stuff—like coming up with ideas that aren’t dreadful.

Wesley Cloete, Santam’s digital marketing manager, says they’re still testing how AI fits into creative. But they’re already seeing better results by letting tech do the “heavy lifting” behind the scenes.

Meanwhile, over at Sanlam, they’ve taken a slightly louder route. Kelly Driscoll and her team turned boring financial talk into something people actually want to engage with—by adding humor. Their “F-word” campaign (yes, it means what you think it means... finances) uses comedy to spark attention and cut through the usual blah-blah insurance speak. AI didn’t come up with that idea—but it’s helping the campaign perform better.

Their results? A 72% drop in cost per lead. That’s not a typo.

What Google Wants You to Know (So You Don’t Embarrass Yourself):

Google is investing billions into AI tools like Performance Max and Demand Gen. But even they’re telling marketers to calm down. Artwell Nwaila, their Africa head of creative, warns that bad AI use creates “bland and derivative” content. Or, as I like to call it, content that makes people scroll faster.

His advice: let AI handle the data, but don’t let it touch your personality. Use it to find insights, test messaging, and refine performance. Then hand the mic back to your creative brain.

Because your audience still wants connection. Not robot soup.

How Small Businesses Can Copy the Smart Kids:

You don’t need a huge team or budget to do what the big players are doing. You just need a system:

1. Let AI do the grunt work:

Start with tools that help you identify what works: email subject lines, ad placement, posting times, or performance reports.

2. Keep the ideas human:

The reason Sanlam’s humour works is because it’s human. It connects emotionally. The best AI can do is remix what already exists.

3. Build your message before you automate:

Automation only works if the message is right. Otherwise, you’re just getting bad results faster. That’s why starting with clarity is key.

Turn AI Into a Tool, Not a Crutch:

If you want your marketing to be smarter, faster, and still feel like you, you need a clear message to anchor all that tech.

That’s exactly what my 5-Minute Marketing Fix helps you create. It’s a free tool that shows you how to write a one-liner that builds trust, attracts the right customers, and makes your AI tools way more effective.

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Related Articles:

1. AI Marketing Trust Gap Widens as Consumers Push Back

You’ve seen how AI can help—but this piece shows what happens when your audience stops trusting the tech behind your message.

2. Why 95% of AI Pilots Fail and What to Do Instead

Before you roll out your next AI tool, read this. It breaks down why most brands fail at AI—and how to avoid becoming a statistic.

3. AI Automates 80 Percent of Marketing—What Now?

This article shows how one B2B brand automates with AI without losing their voice—perfect if you want to keep your edge while scaling.

FAQs on Using AI in Marketing Without Losing Your Mind

What’s the best way for a small business to start using AI in marketing?

Start with the boring stuff. Use AI tools to handle repetitive tasks like scheduling posts, analysing ad data, or writing basic headlines. Keep your brain focused on the parts that need actual thinking—like your message and creative ideas.

Can AI help me write blog posts or social media content?

Yes, but treat it like a rough draft assistant, not a ghostwriter. AI can help you brainstorm, outline, or even spit out a first version. But your tone, voice, and point of view still need to come from you.

Will my audience know if I use AI?

Probably not—and they won’t care, as long as the content feels human and relevant. What they do notice is when your message feels off or robotic. That’s when trust drops.

Isn’t it faster to just let AI do everything?

Sure. But faster doesn’t always mean better. If the message is unclear or the tone is off, you’re just publishing more content that doesn’t work. Start with a clear message, then scale with AI.

What tools are big brands using that I can try too?

Look into tools like Google Performance Max, Meta Advantage+, and ChatGPT for writing help. But again—don’t use these to replace strategy. Use them to support it.

How do I make sure my AI marketing stays on-brand?

Start with your one-liner. If you don’t know what your brand stands for or who it’s talking to, AI will only make that confusion louder. My5-Minute Marketing Fix helps you get this sorted in one sentence.