When ChatGPT first landed in our marketing team, I was excited. Finally, we could move faster. Everyone had access. Everyone could “use AI.”
At first, it felt like magic. A blog post in minutes. A PR draft before lunch. Ad copy that looked sharp at a glance.
But then reality hit.
The Cracks
The first few AI blogs we published? Shallow. They read fine, but they didn’t sound like us. No positioning. No ICP. No SEO. Just filler.
The PR drafts? Forget it. Two or three people had to spend hours reworking them before they were usable. The first draft didn’t save time - it just created more work.
I noticed something worse: freelancers were also using AI, and you could tell. Generic copy. Surface-level analysis. By the time we’d finished editing, it would’ve been faster to write it ourselves.
That’s when the trust problem started.
Hallucinations and Headaches
The big issue wasn’t just hallucinations - it was false confidence.
One time, I asked AI to generate market research. The report looked polished, but when I dug in, it had made up competitor data. If I hadn’t double-checked, I might’ve built a whole campaign on fiction.
The same thing happened with ICPs. AI would generate something that sounded right, but it drifted just enough that everything downstream - journeys, keywords, content - was off.
A tiny slip at the start poisoned the entire strategy.
Team Tensions
Then came the human side.
Some team members became “AI power users.” They knew how to coax good results from prompts. Others? Completely lost. The gap created friction - sometimes even fear.
I heard whispers: “Am I falling behind?” or worse, “Will AI make me irrelevant?”
And honestly, I couldn’t blame them. As a CMO, I couldn’t create a cohesive process. Everyone used AI differently. Prompts were scattered across chats and tools. ICPs and messaging sat in Notion, ignored.
We weren’t running AI. AI was running us.
The Moment Things Changed
The turning point came during a product launch. Normally, we’d outsource market research - thousands of dollars, weeks of waiting, a headache to manage.
This time, we built a workflow.
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Fed in our ICP, product, and goals.
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Pulled real data from multiple sources.
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Followed a structured process: competitors, pain points, trends.
In two hours, we had sharper insights than anything we’d outsourced before. It changed our messaging - and even our product roadmap.
For the first time, I felt trust.
What I Learned
I realized something simple:
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Prompts create chaos.
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Workflows create trust.
Workflows forced discipline:
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Context first (ICPs, positioning, competitors).
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Structured steps (research → strategy → execution).
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Consistency across the team.
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Human review at the end, not frantic rewriting.
Once we switched, things moved faster. We cut processes from weeks into hours. We gained confidence. And the team finally felt in control again.
The Leadership Lesson
Giving your team access to ChatGPT isn’t a strategy. It feels empowering, but it creates silos, inconsistency, and mistrust.
If you’re leading a team, don’t stop at access. Build workflows. Create standards. Make AI part of the process - not a side experiment.
The future of marketing isn’t in random chats. It’s in systems that blend AI speed with human judgment.
And the sooner you make that shift, the sooner your team will stop feeling the chaos -and start seeing the results.
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