Let’s take a second and talk about AI.
Whether anyone says it out loud or not, it’s in the background of pretty much every marketing conversation right now. How much are you using it? Should we be doing more? Are we already behind? What tools should we be using?
And honestly, I think there’s a lot of noise, a lot of overwhelm, and a lot of shoddily built AI tools that are marketed like they’re gonna solve all your problems.
This is a big topic (and growing) topic right now, and instead of trying to tackle this generally, I thought it might be helpful to walk through how we’re actually approaching it at Volume Nine, what we’re doing with it, and where we’re drawing some pretty clear lines.
How We Think About AI At Volume Nine
We don’t look at AI as a replacement for great marketing. We see it as a way to reduce friction in the work. There’s a big difference.
AI is incredibly useful when it helps you move faster, organize information, or get unstuck. It becomes a problem when it starts replacing the thinking behind the work.
We’re in the business of strategy. Understanding a client’s voice, their audience, their market, and what’s actually going to resonate is not something you can outsource to a tool. That still requires experience and judgment.
AI-Assisted vs. AI-Generated
This is where I think a lot of people start to blur the lines a bit. Not intentionally, but because it’s easy to lean on these tools without really thinking about how they’re shaping the work.
- AI-assisted work still has a human driving the decisions. The tool is helping with speed, structure, or efficiency.
- AI-generated work is when you let the tool do the thinking for you. And if you’ve read enough of it, you can feel the difference almost immediately.
How We’re Using AI As An Agency
At a high level, we are leaning into AI, and we’re encouraging our clients to do the same. However, we’re also being careful not to risk letting AI write horrible marketing copy OR let an autonomous agent have access to confidential information.
Most marketing teams are under pressure to do more with less: more content, better performance, tighter budgets. AI is being positioned as the solution to that problem, so naturally, it’s coming up in almost every conversation.
Staying On Top Of Tools Without Chasing Everything
We spend a lot of time testing tools and figuring out what’s actually worth using, because trying to keep up with everything out there right now is overwhelming for our clients. One minute it’s ChatGPT, then it’s Claude, then it’s a tool your leadership team forwarded that supposedly does everything. Part of our role is helping filter that down so clients aren’t wasting time or making risky decisions based on hype.
Our Goal with AI on Client Work
When we’re using AI on client work, there are a few things we’re always trying to get right.
- Create high-quality work more efficiently so clients get more value from their retainers.
- Leverage AI to help extend our thinking and data analysis capabilities.
- Building results faster for clients.
- Keep our clients’ data safe and stay 100% transparent and aligned with clients on where AI is and isn’t being utilized on their behalf.
We’re also paying close attention to how AI is changing search behavior. Tools like ChatGPT and AI overviews are already influencing how people find information, which means they’re becoming real traffic sources.
Bringing Clients Along For The Process
One thing I feel strongly about is that this shouldn’t be hidden behind the scenes. If we build something useful, whether it’s a custom GPT or an automation, we’re teaching our clients how to use it too.
Because this isn’t about us having an advantage. It’s about helping our clients stay on the edge of where technology and Digital Marketing are.
How Our Team Uses AI
This is where things get more practical. Because while there’s a lot of conversation about what AI can do, what matters is how it actually shows up in the day-to-day work.
| AI Focus Area | What That Looks Like at V9 |
| Using AI to Extend Our Thinking | We use AI to help our team think through ideas faster, pressure-test recommendations, explore angles, summarize complex inputs, and surface patterns in data or research that may be worth a closer look. In some cases, that includes custom GPTs, Claude Projects, or structured prompting systems built for specific internal workflows. |
| Using AI to Reduce Friction in Execution | We use AI to reduce friction in the work. That includes note-taking, internal documentation, content support, workflow acceleration, QA assistance, and speeding up parts of production without lowering the bar. Fathom is probably one of our favorite tools in this category. |
| Building AI-Enabled Workflow Systems | We use tools like Zapier to connect tools, streamline internal operations, and test AI-enabled workflows that can handle structured tasks more efficiently. In some cases, that includes semi-agentic or agentic-style systems in tightly controlled environments. We’re also testing Claude Cowork for some of this. N8N is another popular platform to consider in this category. |
| Using AI in Creative Exploration | We regularly test AI tools for image generation, video generation, video editing, and creative concepting to speed up exploration, rough drafts, and production support where it makes sense. We’ve tested a whole mess of tools in this area, including Canva, OpusClip, Gemini, Riverside, Higgsfield, etc. |
| Continuous AI Testing & Vetting | A big part of our job right now is staying on top of what’s actually useful. We’re constantly evaluating new AI tools, workflows, and capabilities so we can separate what’s genuinely valuable from what’s just hype. |
Where AI Still Falls Short
There’s a lot of excitement right now around full automation. Fully automated SEO. Fully automated content. AI agents that can just run everything. And look, if we get there, we’re going to be paying attention.
But we’re not there yet. Right now, AI works best in structured, step-by-step environments. It can move from one defined task to another really efficiently. The problem is, great marketing doesn’t work like that.
If your SEO program can be 100% automated today, then you aren’t running a particularly strong or strategic program.
Marketing Isn’t A Linear Process
SEO, content, and digital strategy require creative thinking. They require understanding your audience and making decisions that aren’t obvious or formulaic. That’s where AI still struggles.
So when I see tools or agencies promising that they can fully automate your marketing, I’d be cautious. At least right now, that’s not a realistic expectation.
Where We’re Intentional with Human vs. AI Power
This is also where we draw some pretty clear lines. Not because the tools aren’t useful, but because it’s easy to lose some of the depth in the work if everything starts to run the same way.
- Strategy: The decisions around what we’re doing and why are not coming from a prompt. That comes from experience and understanding the bigger picture.
- Client Relationships: We’ve talked to agencies that are now using AI agents for client communication and servicing. That’s not our style. AI can summarize a conversation, but it can’t read between the lines. It can’t pick up on tone, hesitation, or the things someone isn’t saying directly. Also, building client relationships is one of our favorite parts of our days; we’re not looking to outsource that to a bot anytime soon.
- Creative Judgment: Knowing what’s going to resonate with a specific audience still requires context and taste. That’s not something you can fully automate.
- Final Review: Everything gets reviewed by a human before it goes out. Accuracy, tone, and brand alignment are not optional, and we’re not putting that at risk.
So What Should You Actually Do With AI?
If you’re trying to figure out how this applies to your own team, here’s the way I’d think about it. Start by looking at where your team is spending time on repetitive or time-consuming tasks. That’s usually where AI can help the most.
Then build it into your workflow in a way that still keeps people responsible for the decisions. And most importantly, don’t assume that using more AI automatically means better marketing. In a lot of cases, it’s the opposite.
Want To Know If You’re Using AI The Right Way?
If you’re reading this and thinking through your own approach, you’re probably already asking the right questions. The next step is figuring out whether what you’re doing is actually improving your marketing or just adding more noise.
If you want a second set of eyes on that, we’re always happy to take a look. Whether that’s reviewing your current workflows, helping you vet tools, or just pressure-testing your strategy, you can always connect with an expert, and we’ll help you sort through what’s worth your time and what’s not.
FAQ: AI In Digital Marketing
Are we behind if we’re not using AI everywhere?
No. Using AI everywhere is not the goal. Using it intentionally is. There are plenty of areas where AI adds value, but there are just as many where it can create risk or lower quality if it’s overused.
What are the best AI tools for marketing teams?
It depends on what you’re trying to do. Tools like ChatGPT, Claude, and Perplexity are all useful, but they serve different purposes. The bigger question is how you’re using them within your workflow.
Can AI replace SEO or content strategy?
Not right now. AI can support execution, but it cannot replace the strategic thinking, creativity, and audience understanding that drive results.
Is AI-generated content bad for SEO?
It can be if it’s generic, inaccurate, or lacks originality. AI-assisted content that is reviewed and shaped by humans can still perform well, but fully automated content is risky.
How should a marketing team start using AI?
Start small. Focus on one or two areas where AI can save time or improve efficiency, and build from there. Make sure there are clear human checkpoints in your process to maintain quality.