AI in Marketing: From Shiny Tools to Strategic Infrastructure
SHE IS AI Founder Amanda Jeffs says the future of marketing depends on strategy, workflows, and empowering teams, not chasing the latest tools.
Every marketer has heard it: “Adopt AI or be left behind.” The promise is alluring; instant content, 10x productivity, and personalised campaigns at scale.
But according to Amanda Jeffs, Founder & CEO of SHE IS AI, the hype is overshadowing the real opportunity.
“Too many teams are trialling tools in isolation, getting stuck in ‘shiny new objects’ or tool fatigue and losing sight of strategy,” she explains. “The future isn’t about who has the most AI apps. It’s about who embeds AI into their workflows in a way that strengthens customer relationships and brand trust.”
Recent data backs this up:
AI algorithms can increase leads by up to 50% while reducing call times by 60% (Harvard Business Review).
41% of marketers say AI in email marketing directly improves revenue (Statista).
Yet 3 in 4 users have already experienced mistakes in AI outputs, from inaccuracies to bias (Exploding Topics).
Here are some use cases that can make the difference:
Automating the “boring work” with n8n agents researching, writing your content, and pushing it to Airtable or Notion ready to post.
Centralising brand governance with platforms like BrandyHQ to keep AI-generated content on brand.
Unlocking company knowledge with Glean, which turns internal documents into an AI-powered search engine.
“AI isn’t a toy or a trend,” Amanda Jeffs says. “It’s infrastructure. It’s the next electricity. Businesses need to move past the hype and start embedding it into the core of how they operate.”
She argues that empowering teams is just as critical as choosing tools. “Some companies still have blanket ‘no AI’ policies. That’s like banning marketing software in 2005. We need to train, reskill, and put governance in place so staff can use AI responsibly.”
For marketers and business owners alike, the message is clear: start with strategy, build into workflows, and empower people. That’s how AI moves from shiny distraction to sustainable growth engine.
