There’s still a lot of talk about AI replacing jobs, especially in marketing. But here’s the truth: AI on its own is just a tool. It doesn’t replace great marketers, it supports them. The real difference comes from how you use it. But bury your head in the sand and refuse to acknowledge it…you might be the one left behind.
Over the past few months I’ve been experimenting with PromptAgent, created by the very talented Colin Smith. It’s helped me sharpen the way I work with AI by showing me how to craft better and more detailed prompts. The more specific the prompt, the stronger the result.
Vague prompts waste time and lead to those generic ideas and content we are hearing people whine about. But when you combine your specialist knowledge and experience with precise instructions, AI can dig deeper and lift your ideas from good to brilliant.
Think of it like ordering food. If you just say “I’d like some chicken”, you might get grilled, fried or something suspiciously beige on a bun. But if you say “I’d like spicy grilled chicken, no breadcrumbs and with extra jalapenos on the side”, you’re far more likely to get exactly what you wanted. Prompts work the same way.
Here’s what I mean:
Good prompt:
“Write a blog about marketing.”
You’ll get a bland post that could have been written by anyone.
Better prompt:
“Write a blog for my marketing agency website about how AI supports, not replaces, marketers. Make it plain English, slightly humourous, aimed at peers who might also be potential customers. End with a call to action to try prompt tools.”
Now we’re cooking. That’s a prompt that gives direction, audience, tone and purpose.
Or another one:
Good prompt:
“Summarise these survey results.”
You’ll get a neat but soulless summary.
Better prompt:
“Summarise these survey results into 3–4 bullet points I can use in a LinkedIn post.
Keep it conversational and highlight one surprising finding as a hook.”
Suddenly you’ve got content that’s ready to post and will make people stop
scrolling.
Some of the ways I’ve seen this in action:
- Doing deeper market research by asking sharper questions and spotting trends
- Turning complex data into clear, useful insights that guide decisions
- Producing content quickly that still feels true to your brand voice and audience because you have given it the detail, TOV and examples beforehand.
It’s not about letting AI take over – it’s about working smarter. Iterating, reflecting, refining prompts and learning from the process. The more you put in, the more you get out.
That’s the real secret. Master prompting and AI becomes an amplifier of your skills and experience not a replacement. If you’re curious to try it for yourself, we’ll be running workshops on AI prompt engineering very soon – want to get on the invite list?
Email here hello@marketingat43.co.uk