How to Structure Your Marketing with Only AI Tools

Have you ever considered using AI tools to structure your entire marketing strategy from scratch? 

If so, you’re not alone. This is one of the trends in the Brazilian startup scene today.

And if you haven’t thought about this possibility, today you’ll discover that it exists.

Artificial Intelligence offers a huge advantage for those just starting out in marketing—the ability to have a team without actually having one.

Of course, there are obvious limitations to AI, but few of these limitations are impossible to overcome with good human supervision.

In fact, when we think about the marketing routines necessary for an operation to function, it’s practically impossible to find any that are negatively impacted by AI. 

Your results may be lower if you overuse AI without review. But no marketing department produces less by using AI.

In today’s text, we’ll understand how AI integrates into marketing routines, what the most commonly used tools are, and how to put AI at the center of your production.

Let’s go together?

Demystifying the Marketing Team — How Does AI Integrate? 

Before anything else, we need to determine exactly what a marketing team is — or rather, what a marketing team does.

To do this, let’s think about a hypothetical brand: Logística Ferraz, a service brand that operates primarily on the internet.

Logística Ferraz operates with the following digital marketing strategies:

• SEO and SEM with a focus on organic traffic (blog production);
• Google Ads and Meta Ads ;
• Organic content on social media;
• Email flows for lead nurturing;
• E-books, rich materials and lead magnets ;
• Common landing pages for lead magnets and more elaborate ones for launches;
• YouTube video scripts and reels;

This is the standard routine for a digital marketing team today. All of these links we’ve provided delve a little deeper into the specifics of these strategies and are well worth reading.

We also have a much more comprehensive article that discusses country email list how to structure a marketing team without AI—the complete opposite of this article. It’s also worth reading:

Digital Marketing Team: How to Structure One from Scratch

Okay, is everything ready? The idea now is for us to work together to understand the production needs of this hypothetical brand, considering the marketing strategies it uses.

Let’s address:

• Text production — copy for ads, landing pages, video scripts, blog writing;

•  Image production — for advertisements, motion design in videos (if applicable), creating landing pages, creating posts, creating banners and other illustrative images on the blog;

• Video production —for YouTube ads, YouTube content videos, and Reels. Important: in many cases, the video needs to be captured as well as produced;

In terms of actual production that creative teams have, males expect a great deal these are the most common points in digital marketing strategies.

Let’s now understand a little about which professionals are needed to create this material, how this material is produced, how accelerated the routine is, etc.

Content Production with Text 

This is one of the areas with the highest production in a marketing team.

Text production generally forms the basis of all subsequent work, being the first step in the execution of most marketing pieces, even those that don’t use text.

Content production is responsible, in many cases, for creating the content idea and the briefing to execute it. 

In addition, copywriters also perform more routine tasks, such as drafting pre-briefed emails, creating website copy with keyword research , writing scripts for videos, etc.

Below, we’ve provided an overview of this function in a marketing department. Read on:

Main professionals involved:

• Copywriter: writes persuasive texts for ads, landing pages, emails, and scripts;
• SEO Writer: focuses on texts optimized for search engines, such as blogs and e-books;
• Proofreader or copy editor: ensures grammatical accuracy and alignment with the brand’s language.

How the material is produced:

• Production begins with a briefing phone database aligned with the strategy;
• Texts go through draft, review and approval stages;
• It is often necessary to test variations (e.g., A/B testing of headlines or calls to action).

What is the routine like:

• Intense pace, with short deadlines for announcements and scripts;
• More robust productions (such as e-books) require research and editorial planning;
• Texts need to be aligned to different channels and formats simultaneously;

The production of images 

It’s not very common for designers and videographers to be responsible for the briefing of the material, unless the work itself is something design-oriented, such as a branding document.

Because of this more operational and executional focus, designers generally have a very intense work routine.

The best way to leverage designers is to include them in the campaign and materials planning stages, in the same way that copywriters are often involved in content brainstorming sessions.

But due to their busy routine, it ends up being quite difficult to include them in these planning stages. 

We’ll discuss this in the next section, focusing on AI. For now, it’s important to understand that designers are responsible for:

Main professionals involved:

• Graphic designer: creates visuals for posts, ads, emails, e-books, and landing pages;
• Art director: works on the visual design of larger campaigns and gives unity to the brand’s language;
• Motion designer (when there is animation): develops moving elements for animated videos or banners.

How the material is produced:

• The designer starts from a visual briefing (often linked to a text);
• Visual identity elements are applied (palette, fonts, logos);
• Production may involve software such as Figma, Illustrator, Photoshop and After Effects.

What is the routine like:

• High demand, especially in campaigns with many simultaneous formats;
• Timeframes vary depending on complexity: a post can take hours, while an entire landing page can take days;
• Requires constant integration with writers, paid media and social media.

Video Production 

Producing videos isn’t easy. Anyone who’s ever outsourced multimedia services knows how expensive this work can be. R$1,000 for editing a 5-minute motion design video is quite common.

The work of videographers in marketing departments goes far beyond editing, which is why this is one of the most difficult jobs to automate with AI. 

Videos made with live capture are absolutely impossible to recreate faithfully with AI, and in fact, they shouldn’t be — a large part of the appeal of these videos is showing real people in real places.

But we’re getting ahead of ourselves. That’s a topic for the next section. For now, we can outline the following details for video production within the context of a marketing team:

Main professionals involved:

• Screenwriter or copywriter: creates the script with language adapted to the video;
• Videomaker or video producer: captures images (if filming is involved);
• Video editor: assembles the final material, adding tracks, effects and subtitles;
• Motion designer (in animated videos): adds animations and motion graphics.

How the material is produced:

• It can start from a conceptual idea or a direct objective (e.g.: selling a product);
• It involves steps such as script, capture (or animation), editing and finalization;
• Many videos also need adapted versions for different platforms (Instagram, YouTube, Ads, etc.).

What is the routine like:

• It is one of the slowest fronts of marketing, due to its technical complexity;
• Even so, there is a constant urgency to meet the demands of campaigns, launches and social networks;
• It requires close alignment between creative, media and branding.

Well, so far we understand the marketing routines that practically every department has within digital, right?

Of course, there are some other issues and other types of output within more specific marketing teams, but overall these are the main concerns.

Now, to complete our understanding, we need to discuss the main AI tools available on the market for these purposes. 

Let’s go?

AI Tools for Copy, Image and Video

Well, we’ve talked a lot about the main responsibilities of digital marketing teams, right?

But let’s not forget that this text is about carrying out these activities without the support of these professionals mentioned. 

In other words, we need to find AIs that can do this work simply and quickly. In fact, more than that: simply, quickly, and in an organized way.

We are thinking here about services that are generally performed jointly, by a team and with management.

AIs, however, can’t do all the work alone. You’ll need, at the very least, briefings and reviews.

But we’re getting ahead of ourselves. Below are our top recommendations for tools for creating text, images, and videos:

AI Tools for Creating Copy

• ChatGPT (OpenAI): Excellent for writing blogs, scripts, emails, and even ad copy, with personalized tone and format;
• Jasper : focused on marketing, offers ready-made templates for sales pages, emails, ads, and social media content;
• Copy.ai : fast and straightforward, ideal for quickly generating variations of headlines and advertising texts;
• Claude (Anthropic): Great for long, well-organized content, with the ability to maintain coherence in extensive texts. Useful for writing e-books, articles, and complex workflows;
• Perplexity : Works as a research assistant with source-based text generation. Ideal for those who need more informed answers and up-to-date data before starting to write.

AI Tools for Creating Videos 

• Runway : One of the most cinematic tools on the market. The Act One feature allows you to control facial expressions based on reference video, especially for portraits. It also has a character consistency function—although difficult to use with 2D or fictional characters, it’s still one of the most visually complete;
• Kling : Perhaps the best overall model at the moment (aside from the Veo 2). The biggest difference is the Motion Brush , which lets you define the direction of movement in videos generated from images. Excellent control, although wait times are long without a paid subscription;
• PixVerse : Works reasonably well for anime-style movements, although it falls short in terms of adherence to the textual prompt. It’s best suited for those who need fast, stylized animations without much direction precision.
• Synthesia : generates videos with realistic virtual presenters reading written scripts, ideal for training, presentations and content at scale;
• HeyGen : alternative to Synthesia, also with AI-generated presenters and automatic captioning options;
• Sora : Despite the hype, it still lags behind its competitors. It has an interesting looping feature, but the best results come when used as an upscaling tool (improving video generated by another model). The overall quality and visual consistency still leave something to be desired.