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When you run a small business, and you’re out and about networking, it feels like every second conversation you have about marketing now includes the words "AI," "automation," or "tools" you’re apparently supposed to be using already. It’s a lot of pressure.
I realise some people are excited about using these tools and others are panicking about it. Whilst the remainder are quietly wondering if they’re falling behind.
I spend a lot of time working with small business owners, freelancers, and social enterprises, and here’s the honest truth. AI can be helpful, but it is not the magic answer it’s often sold as. Used effectively, it can save a lot of time, and it can really support you in your work. Used badly, however, it can create confusion and content that sounds like it could be written by anyone.
What AI is Genuinely Useful for Right Now
I'm sure you agree, AI works best as an assistant, not as a replacement for independent thinking. When people treat it like a junior team member rather than a marketing brain, results improve quickly.
It can be really useful for:
For business owners, this will reduce the blank page problem and speed things up. Time is money after all, and that’s a real benefit.
But, and this is important, AI works best when you already know what you’re trying to say.
Where Small Businesses Are Getting it Wrong
The biggest mistake is people expecting AI to do all the thinking for them.
They ask it to write social posts, blogs or sales pages without giving it any real context. No audience clarity. No brand voice. No strategy. Then they're disappointed when the result feels generic or flat.
That’s not an AI problem. That’s a strategy problem.
If you don’t know who you’re talking to, or what you want them to do, or why your business is different, no tool will fix that. Imagine you’re training a new person at your business. Maybe it's someone who has never worked in your sector in the past. You wouldn’t expect them to create a blog post or write out social posts without a bit of context first would you?
Another issue is overusing it, you know, when everything is written by AI or at least appears to be. Then it starts to sound the same. Everyone starts to notice clients and your audience alike. This then reflects in your engagement, as trust drops quickly when content feels impersonal or overly polished in a weird, strange way.
People don't follow small businesses for perfection. They follow them for clarity, personality and connection. Think about why you follow certain online profiles; it's likely for the same reasons.
What AI is Bad at and Always Will Be
I know, very controversial of me, isn’t it! There are always going to be areas where AI consistently falls short, especially for small and local businesses.
AI currently struggles with:
It can’t replace your experience, your judgement or your understanding of your customers. It can only work with what you give it.
So if your content feels “off” after you have been using AI, that’s usually a sign that your inputs need more detail and work, not that you need a different tool.
Strategy Must Come First, Even with AI
We all fall short of this at times, even me. We make assumptions that what AI has already learned is sufficient and to a point it is, but it’s not necessarily accurate, though.
Before using any AI tool, you should be clear on:
Once YOU know those basics are in place, then make sure your AI is also familiar with them and then it becomes far more useful. Without them, it just speeds up the wrong work.
I often say this to clients. AI can save time, but only if you already know where you’re going. Otherwise, it just helps you get lost faster.
What Small Businesses Should Focus on Instead
Although AI is extremely helpful when used properly, working ON your business and building ON the foundations is more important. We all tend to lose sight of these as we work longer in our businesses.
Every year you’re in business, you need to update your customer avatars, your goals and objectives, and your KPI’s probably need updating too.
If you can find tools that help you be more accountable, and perhaps with time and project management as well.
Also, review your mission and vision statement. Are you still tracking for the same objective, or have you started a new path for your business?
Having clear messaging beats using the latest tools, being consistent and sharing a bit of personality also won’t do you any harm either.
AI can support your content, but it shouldn’t replace your thinking, your voice or your connection with your audience.
This is Why You’re Reading This - The Way You Should Use AI in Your Marketing
Here’s a simple, sustainable approach that works well for small businesses:
AI isn’t going away, and it isn’t something you need to fear or blindly follow. The businesses that will do well are the ones that stay focused on clarity, trust, and real communication, with or without tools.
If you’re unsure how to use AI in a way that actually supports your marketing rather than complicates it, that’s a very normal place to be.
If you’dlike help figuring out what makes sense for your business, your content or your overall strategy, then please feel free to get in touch with me. I’m always happy to talk things through and help you make practical decisions that fit your time, budget and goals.
Working with clients Nationwide from base in Mullingar.
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