3 Ways to Use ChatGPT for Your Marketing (and 3 to Avoid!)

Updated 17 August 2025.

Everyone is talking about the life-altering magic of ChatGPT, but how can you use it and similar AI tools to help with your digital marketing? It definitely has some potential as long as you know what you’re doing. Here’s how to use it and how you shouldn’t if you want to avoid plagiarism and copyright issues.

We’ve seen countless videos proclaiming how ChatGPT can do absolutely everything you don’t have the skills or time to do, but the truth is unsurprisingly much more nuanced. If you’re a small business owner hoping to utilize AI tools to shortcut your digital marketing, here’s what we recommend… and what we don’t!

How to use AI tools for Digital Marketing

1. Blog and newsletter ideas

AI tools are a great place to start if you’re suffering from a lack of inspiration. Try a command like “Give me ideas for a newsletter dedicated to nutritional supplements.” ChatGPT and its kin will happily give you a list of ideas. Not satisfied? Just ask for some more options. You can repeat or tweak until you find what you need.

2. Market research

While most AI tools are limited to historic data, some are able to use up-to-date information, which means they are great for market research for small businesses. Tools such as Synthetic Users will let you test your product or service with a set demographic of AI users. Our advice, however, is to confirm your findings with a handful of real people, too.

3. Headline creation

Writing a headline that grabs attention is challenging, even for a seasoned writer. Many writers spend as long on their headlines as they do on their outlines. If you struggle to create a headline, AI can be a powerful way to generate an engaging one-liner.

4. Bonus option: Simplifying content

While we wouldn’t recommend using an AI tool to add complexity to your text (if you can’t write at the same level, you may miss imperfections and inaccuracies), if you have something written in language suitable for experts, AI tools can do a great job of rewriting it into a more digestible form for those less knowledgeable in that area. This can be helpful when presenting the information, but be cautious of using it as outward-facing content (see below).

How NOT to Use AI Tools for Digital Marketing

1. Article creation

People are busily creating articles using AI tools for everything from essays to web content. There’s one catch! AI tools use existing content and rewrite it to create something fresh. Many claim they are plagiarism-free, but industry professionals have been running AI articles through plagiarism tools, and the results are predominantly unfavourable. For content that is truly yours, stick to internally created or professionally written copy.

2. Graphic design

Copyright battles have already begun due to a similar issue with graphics created by AI tools. If you are hoping to create something for your branding, chances are you will get much more success with a professional designer who can take on board the nuance of your branding and audience. If you want to create a design to sell something, for example, a t-shirt, you open yourself up to copyright issues as you weren’t the one to technically create it.

3. For precise research

Surprisingly, AI is not yet a great way to research topics when accuracy is required. Examples we’ve heard include citing research papers that didn’t exist, confusing people with the same name from very different eras, and even a biography search misrepresenting a professor as a sex offender when they had no such record. It’s worth noting that you can always ask an AI tool to name its sources, but by the time you do that and dig into whether or not they are relevant, it may have been simpler and less stressful just to Google!

The Dos: How to Use ChatGPT Effectively

1. Be Specific in Your Prompts
Clear, detailed questions lead to more accurate and relevant answers. For example, instead of “Help me with marketing,” try “Act as a marketing consultant and outline effective social media strategies for a small retail business.”

2. Provide Context
The more background you give, the better ChatGPT can tailor its response. If your question builds on a previous answer or relates to a specific scenario, include those details in your prompt.

3. Use Prompt Engineering Techniques
Specify the type of response you want, such as “Explain like I’m five” or “List the steps in bullet points.” This helps ChatGPT deliver information in the format you need.

4. Iterate and Refine
If the first answer isn’t quite right, refine your prompt and ask again. Iteration helps you zero in on the information or style you’re after.

5. Utilize Follow-Up Questions
Don’t hesitate to ask follow-up questions to clarify or dive deeper into a topic. This can turn a basic answer into a valuable, tailored conversation.

6. Experiment with Different Prompt Styles
Try direct questions, creative scenarios, or even role-based prompts (e.g., “Act as a business strategist”). This can unlock new ideas and perspectives.

7. Fact-Check and Review for Bias
Always verify important information and review responses for potential bias or errors. ChatGPT is powerful, but not infallible.

8. Specify the Output Format
If you need a list, summary, or detailed explanation, say so in your prompt. This makes the response more actionable and easier to use.

9. Respect Ethics and Privacy
Use ChatGPT to create positive, meaningful content. Avoid sharing sensitive personal or business information, as AI tools cannot guarantee privacy or security.

The Don’ts: Common Mistakes to Avoid

1. Don’t Assume ChatGPT Knows Everything
ChatGPT is trained on a vast dataset, but it may not have the latest information or deep expertise in specialized areas. Always double-check critical facts.

2. Don’t Overload Your Prompt
Avoid asking multiple unrelated questions in one prompt. Stick to one main topic at a time for clearer, more focused answers.

3. Don’t Ignore Limitations
ChatGPT can make mistakes, misunderstand context, or generate plausible-sounding but incorrect answers. Use your own judgment and don’t expect perfection.

4. Don’t Publish Without Editing
Never copy and paste ChatGPT’s output directly into your website or marketing materials without reviewing and editing for accuracy, tone, and originality.

5. Don’t Use ChatGPT to Generate Harmful or Biased Content
Avoid prompts that could result in offensive, misleading, or unethical responses. Always use AI responsibly and with respect for your audience.

Final Tips for Success

• Start with a clear goal: Know what you want from ChatGPT before you start typing.
• Keep prompts concise but detailed: Balance clarity with enough context.
• Review and refine: Treat AI as a creative partner, not a finished product.
• Stay ethical and secure: Protect privacy and use AI for positive, productive purposes.

Is it the future? No, it’s right now!

When we initially wrote this article, AI was still getting embedded, but as we update it in 2025, AI has become commonplace for a significant proportion of business owners already. If you need a hand getting started, make sure to check out our AI Marketing Starter Kit amongst our free resources. And if you’d like to stay in the loop on AI and digital marketing in general, click to join our mailing list.

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