A recent survey revealed that 51% of marketers use AI to align their SEO content search intent, find correlations in analytics, and personalize their offerings.
Along those lines, more and more online content seems to be AI generated. It’s easy to understand why companies are turning to AI to create content — while this is not always the case, that’s usually because they are trying to create content faster or save costs. But this raises the question — what impact does AI-generated content have on key metrics and what are the hidden dangers associated with overusing content created by robots?
Why Delegate Your Content Production to an AI
A study by McKinsey shows that companies that invest in AI see a 3 to 15% increase in revenue and a 10 to 20% increase in sales ROI.
But while it may seem tempting to delegate all marketing routine to an AI assistant, that is not what’s happening here.
“We’re using AI tools to help us create content faster and we’re able to try more things sooner and find the winning combinations of creatives, or pursue keywords as soon as they start trending,” says Ivan Zalesskiy, content manager at Overchat AI, a company that builds AI multi-modal productivity tools. Learn more about Overchat.
“As an AI first company you’d think that we’d be among the first to replace humans in favour of AI tools, but it doesn’t work that way,” Ivan continues, “Have a plan about which parts of your marketing can be automated with AI and which parts can’t be automated.”
For the Overchat AI team, it’s ideation and drafting where the biggest speed gains are happening.
How to Use AI in Marketing (responsibly)
AI is usually really good at analyzing data, creating a lot of content, personalizing things, and making predictions. It’s not very good at following a brand’s voice, making high-level decisions, or making things that sound or look human.
“Some tools that promise that they will produce ready-to-publish long-form content without any human oversight — that’s a very alluring value proposition, but what ends up happening is that when you try to use these tools yourself your results end up being different from what their marketing material showcases,” Ivan says.
With that in mind, here are 3 things where marketers are already applying AI tools that are proven to work:
1. Generate Content
The first thing that comes to mind is using AI to write long and short-form content. After language models already use text-based conversational interfaces, all you have to do is just ask it to write your content.
On Overchat AI, you can start by selecting a writing assistant, and using a simple prompt to generate a piece of content. The process is much the same for ChatGPT, Claude, Gemini. Another common way to use AI is ideation — ask the chatbot to create multiple versions of an outline.
The best models for writing are:
- Claude 4
- Gemini 2.5 Pro
- GPT-5
Normally, you’d have to purchase each separately, but all of them are available on Overchat AI as part of the same subscription for $4.99/week.
3. Analyze Data and Find Patterns
If you have a lot of customer data, AI can help you spot trends that you might miss. Google Analytics is one example of a tool that uses AI to show you which pages are performing well and which ones aren’t. But you can go even deeper.
Upload your sales data to OverchatAI and ask it to find patterns. You might notice that certain industries’ customers convert better, or that people who read three blog posts are more likely to buy. These insights are usually buried in spreadsheets that nobody has time to analyze properly.
“If you’re using ChatGPT or Claude, just make sure to opt out of using your data for model training in their settings. This way your data won’t be included in future training datasets,” Ivan says.
“What ends up happening is these companies collect your data from conversations to create training datasets, and personal details like emails are stored there. There were cases when a chatbot “short-cirquied” and printed details of real people and proprietary code. Overchat AI doesn’t save your data by default.”
3. Test Different Versions
AI chatbots are very good at picking up patterns. For example, if you send your existing text and ask the chatbot to personalize or modify it, it will maintain your brand voice or personal style very well.
You can do this to speed up A/B testing.
AI tools can quickly generate different versions of headlines, email subject lines, or ad copy. Google Ads and Facebook already do this automatically if you give them enough variations to work with.
Bottom Line
“We’re not seeing that AI generated content is performing any worse than that created without AI-assistance, while in some cases it’s performing even better. Then again, that is to be expected since we’re using AI tools strategically,” Ivan says.
