AI has woven itself into nearly every industry, and marketing is no exception. At Front Burner Marketing, we’ve embraced it just like everyone else—but with a critical eye on how we use it.
AI has made our lives easier in countless ways. It helps us brainstorm copy like a junior writer, proof social posts and emails, and analyze massive data sets to uncover key insights. Honestly, we message with ChatGPT more than our own partners some days (sorry, FBM significant others).
But as a marketing agency, we carry a unique responsibility—not just in how we use AI internally, but in how we leverage it for our clients. And that’s where ethics come into play.
Where AI Helps (and Where We Draw the Line)
AI has become a game-changer in how we work, and we’ve fully adapted to it—so much so that we have a quarterly initiative called Project Spark. Each quarter, we identify a challenge we’re facing, explore AI solutions, and then share our findings with the team so everyone can benefit. If you put any of us in a room, we could nerd out about AI for hours (and honestly, we’re holding back from derailing this entire blog to do just that).
But for all the ways AI helps, it can just as easily cause problems. We all know that ChatGPT can confidently spit out numbers that sound good but are completely made up. That’s why fact-checking is non-negotiable. And when it comes to content creation, keeping things authentic isn’t just a best practice—it’s essential.
Search engines like Google are prioritizing helpful, people-first content and rewarding originality while cracking down on AI-generated, low-quality, or duplicate content. According to Semrush, Google’s algorithms aren’t penalizing AI-generated content outright, but they are focused on detecting unoriginal, spammy writing. Translation? If your website is filled with ChatGPT-generated copy with little to no human touch, your rankings could take a hit.
At the end of the day, AI is an incredible tool—but it’s not a replacement for strategic thinking, creativity, or human connection. That’s the line we draw.
Enhancing, Not Replacing
Our agency has access to some pretty incredible AI tools—think AI-generated imagery, avatars, and other innovations that make marketing even more dynamic. But there’s a huge difference between using AI to enhance our work and letting it take over completely.
Our clients trust us with their brand’s image and reputation, and that’s not something we take lightly. Open, honest communication is part of who we are—so when we use AI, our clients know about it. No secrets, no shortcuts, just smart marketing that blends the best of tech and human creativity.
That’s why we put our work through an AI grader, making sure it stays original, authentic, and actually works. Because while AI can help us work smarter, real marketing—the kind that connects and converts—still needs a human touch.
The Future of AI: What We’re Watching
The world of AI still feels like the Wild West—exciting, full of possibilities, but also a little unpredictable. Right now, there aren’t many government regulations around AI’s use in media and marketing, but that could change in the coming years.
According to Forbes, experts predict that AI governance will become a major focus in 2025, with increasing discussions around ethical guidelines, bias prevention, and accountability in AI-generated content. Policymakers are expected to step in with more structured regulations, especially as businesses continue to integrate AI into their daily operations.
For us as marketers, this means keeping an eye on evolving compliance standards, transparency requirements and best practices for responsible AI use.
Marketing Is Changing, Our Standards Aren’t
AI is evolving at a mind-blowing pace. Think about how much digital marketing has changed since 2022—it’s practically unrecognizable. In just a few years, we’ve redefined what’s possible, and it’s been wild to watch. But with all these advancements comes a responsibility to stay true to our values and continue delivering top-tier work for our clients. For us, accountability isn’t optional—it’s essential.
Want to see how we’re navigating AI and the future of marketing? Stay in the loop by applying to our Marketing Rockstars Program. Learn more here.
Key Takeaways
- AI is a powerful tool—but it’s just that, a tool. We use it to enhance our work, not replace human creativity and strategy.
- Transparency matters. Our clients trust us with their brand’s reputation, and we take that seriously. We’re upfront about how and when we use AI.
- Originality is still king. Search engines (and people) value authentic, high-quality content. That’s why we blend AI efficiency with human insight to create work that actually connects.
- The AI landscape is evolving fast. With minimal regulations now but potential laws on the horizon, we’re keeping a close eye on AI governance to ensure we’re always using it responsibly.
- Accountability is key. Staying true to our values means using AI in a way that aligns with our ethical standards and keeps our work at the highest quality.
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