When everyone’s got an AI intern, your content better not read like a bland resume cover letter. Welcome to the new reality: AI in marketing. And that means not just using Artificial Intelligence tools to do marketing tasks, but we need to learn how to market to customers using AI in their day-to-day lives. Your audience is AI-assisted. Whether you’re in SaaS, hospitality, education, or eCommerce, your customers are using tools like ChatGPT to research, compare, and decide. That means your marketing strategy needs to evolve – fast.
The days of skating by on generic copy and templated email blasts are done. In the age of AI, brands need sharper messaging, stronger positioning, and smarter delivery. Here’s what that actually means and how to build content that earns attention from AI-savvy humans.
The AI-Elevated Consumer in Marketing
They Move Faster, Expect More
AI tools are giving users superpowers. They’re generating product comparisons, decoding jargon, and drafting review summaries in seconds. That means:
- Decision-making is faster
- Expectations are higher
- Patience for bad content is non-existent
- Your customer service quality matters more than ever
If your site reads like it was written by ChatGPT on a tight deadline, your customer will bounce – and find a brand that actually sounds like it has a pulse.
In an AI World, Generic Is the New Invisible
Once upon a time, “professional” marketing content sounded like LinkedIn posts and jargon-filled whitepapers. Now? That tone screams AI-generated. And audiences know it. To stand out, your voice needs to be:
- Human
- Specific
- Sharp
- Surprisingly bold (yes, even in B2B)
This is especially critical if you’re competing in tech, luxury, education, or any industry where trust and perceived value matter.
What AI Users Are Really Doing
Using ChatGPT to Shortlist Brands
Consumers are asking AI tools things like:
- “What’s the best mattress for back pain?”
- “Compare CRM tools for startups”
- “Why is [Brand A] better than [Brand B]?”
If your messaging isn’t clear, concise, and compelling, AI is pulling your competitors’ copy instead.
Skimming, Summarizing, and Filtering
AI tools are being used to digest blog posts, product pages, and pricing breakdowns. Long-winded fluff won’t survive. Your content needs to be:
- Scannable
- Data-backed
- Quote-worthy
- Original (AI can detect regurgitated phrasing too)
- You
Building AI-Ready Content
Prioritize Originality
When everyone has access to the same tools, originality is your unfair advantage. Think:
- Stories your competitors don’t have — your case studies, your brand history, your people
- Tone of voice only your brand can pull off
- Unique angles that AI tools won’t default to
Not sure where to start or what your angle is? Drizzle Digital’s brand development services help clients lock in a uniqur voice and identity before they ever write a word.
Make It Useful (and Useable) to Both Humans & AI
Content needs to be functional, not just pretty. That means:
- Clear subheads (like this one)
- Actionable takeaways
- Layered formatting: bullets, bolds, and short paragraphs
Website development is a big part of that puzzle. A beautiful site that supports fast skimming and great UX? Mandatory.
Don’t Skip the Strategy
AI tools can mimic execution. What they can’t fake is strategic thinking. This is where humans win. Content strategy has never mattered more:
- Who is this for?
- What pain points are we solving?
- Why should they care today?
Need help? Our digital marketing strategy services are built to clarify exactly that.
Checklist: Are You Ready for the AI-Savvy Buyer?
- Your headlines spark curiosity (not confusion or corporate speak)
- Your tone sounds human—not like it was written by a robot
- Your copy holds up when summarized by ChatGPT (and still makes sense)
- You’re giving readers something new—not just rewording the obvious
- Your pages are easy to skim, but hard to forget
- Your brand sounds like you, not like everyone else in your industry
- You’re building for humans—but you’re smart about how AI reads it too
If you’re unsure, that’s a sign your content might be getting filtered out before a human ever sees it.
Real Talk: Lazy Brands Will Lose
The SaaS Example
If your SaaS platform’s homepage reads like every other “solution that drives growth and innovation,” welp, you’re probably invisible. People using ChatGPT are searching for specificity.
That means calling out actual outcomes, like:
- “Save 10 hours/week on admin work”
- “Close 3x more deals with fewer demos”
That’s what stands out. We help software brands do this with smarter ppc ads and email marketing campaigns.
What about ECommerce?
Consumers are using AI for Pre-Purchase Research
Forbes recently reported that 41% of consumers reported they are likely to use an AI tool like ChatGPT to research purchases, with that number increasing to 50.1% for Gen Z consumers. Consumers also tend to trust the information they get from these AI tools. 39.9% stated they would trust information from AI tools, as compared to 28.8% who would not.
Product descriptions that sound like AI-generated filler? Hard pass. Shoppers using ChatGPT to research want:
- Clear comparisons
- Specifics on quality
- Brand vibe that feels trustworthy
Our eCommerce development team builds content and platforms that work together to convert real people.
The Channels You Choose Matter More Than Ever
You can write the most compelling content in the world—but if you’re dropping it into a ghost town of a platform, it will never perform. AI-savvy audiences are not just smarter; they’re also highly segmented across platforms. Where you show up is just as important as what you say.
- B2B buyers are vetting you on LinkedIn before booking a demo
- Gen Z is using TikTok as a search engine
- Email is still king when it’s personalized and timely
Smart distribution = smart results. That’s why Drizzle’s social media management, email marketing, and ppc services services are built to put the right message in front of the right eyes.
The Opportunity for Brands That Get It
This isn’t all doom and “robots are taking over.” It’s actually great news for brands willing to think harder and try smarter.
Smart strategy + personality-driven execution = the kind of content that connect with real humans – even the ones using AI.
And if you’re looking for a Denver digital marketing agency that understands how AI is changing the game? You’re already in the right place.
Final Word: This Is the New Bar
Every consumer is now a power researcher. Your competitor might not have a better product, but if they have a better story? That’s what ChatGPT is pulling, rephrasing, and presenting.
Brands that want to win need content that doesn’t just exist. It needs to persuade. Entertain. Differentiate. Stop the scroll.
Drizzle Digital is a Colorado digital marketing team that knows how to speak human in a world trained by machines. We craft content that not only passes the AI summary test—but actually makes people stop scrolling, start clicking, and want more.
If your audience is using AI to choose who wins, make sure your brand’s the one that shows up ready to impress. Let’s chat.
