New AI Tools Marketers Are Experimenting With
- CMA Admin
- Jun 20
- 3 min read
AI isn't slowing down, and neither are marketers.
While tools like ChatGPT, Claude, and Microsoft Copilot have become everyday staples, there's a growing wave of AI applications helping marketing teams work faster, think bigger, and create content in ways that weren't possible just a year ago.
That was the focus of our latest Channel Marketing Academy Marketing Group Chat, where Robbie Janes (Sabre Limited), Denise Castillo (Mount Evans Consulting), and Miranda Hall (TMC) shared the newer AI tools they're testing, what's delivering real value, and where marketers should be paying attention next.
Here are some of the biggest takeaways from the discussion.
AI Is Becoming a Creative Partner, Not Just a Writing Assistant
Most marketers started using AI to help draft emails or brainstorm blog ideas. Today's tools go much further.
Denise Castillo shared how she's using Lovable.dev to transform written ideas into interactive experiences, website mockups, quizzes, illustrations, and other visual assets. Instead of relying on separate design resources for every concept, she's able to quickly prototype ideas and experiment with new campaign formats.
AI is making it easier to test creative ideas that previously would have required significant time or budget. Rather than asking, "Can we afford to build this?" marketers can now ask, "What if we tried this?"
Layering AI Tools Creates Better Results
One of the most interesting ideas from the discussion was about combining AI tools to enhance results and productivity.
Instead of expecting one AI tool to do everything well, Denise described a workflow where multiple tools build on one another. For example, one model develops a detailed buyer persona, another improves the prompt, and a third generates an interactive asset or webpage.
Each tool contributes its strengths, producing a stronger final result than relying on one platform alone.
As Denise put it, "The more you can use AI on top of AI, the smarter everything gets."
Automation Is Moving Beyond Content Creation
Creating content is only part of the story.
Miranda Hall discussed how she's building Microsoft Copilot Skills that automate entire marketing workflows. Rather than simply generating a blog, AI can create the document, follow documented brand standards, and route it to the appropriate team member for publishing.
She's also developing internal skills that help employees generate social media content aligned with company messaging and brand guidelines.
The result isn't just faster content creation. It's greater consistency, fewer manual steps, and less time spent reviewing routine work.
AI Is Making Small Teams Feel Bigger
Several panelists shared examples of using AI to complete projects that would previously have required specialized resources.
Examples included:
Creating animated brand mascots using Gemini.
Building ROI calculators and interactive web tools with Claude.
Turning long-form webinars into short video clips with Opus Clip.
Generating presentation graphics and infographics with ChatGPT.
Quickly editing images using Canva's expanding AI feature set.
Instead of replacing marketers, these tools are allowing lean teams to produce work that once required designers, developers, or video editors.
Human Oversight Still Matters
While AI continues to improve, every panelist emphasized the importance of reviewing its work.
Robbie Janes shared that although Opus Clip automatically scores the "best" video highlights, the highest-rated clip isn't always the one a marketer should publish. Similarly, AI-generated visuals, presentations, and written content still benefit from human editing and strategic judgment.
AI can dramatically reduce production time, but marketers remain responsible for ensuring the final product aligns with their audience, goals, and brand.
Documentation Is Becoming a Competitive Advantage
One unexpected takeaway had nothing to do with technology itself.
Miranda explained that documenting brand standards, workflows, and marketing processes has become essential for building effective AI skills and automation. The clearer your documentation, the more consistently AI can produce high-quality work. It's also a reminder that good marketing processes matter just as much as good technology.
Looking Ahead
As the conversation wrapped up, the panelists agreed that AI's biggest opportunity isn't simply generating more content.
The future lies in building smarter systems that help marketers:
Repurpose content automatically.
Surface ideas from internal experts.
Scale video production.
Streamline repetitive workflows.
Spend more time on strategy and creativity.
The tools will continue to evolve quickly, but one thing is already clear: marketers who experiment, document their processes, and integrate AI into their workflows will be better positioned to move faster without sacrificing quality.
Want to See These AI Tools in Action?
This recap only scratches the surface of the discussion. Throughout the session, our panelists shared live examples, practical workflows, and honest lessons learned from experimenting with today's newest AI tools.
If you're looking for fresh ideas to streamline your marketing, create more engaging content, or simply discover tools beyond the usual AI suspects, the full recording is well worth watching.
