Short answer
AI is genuinely excellent at first drafts, research synthesis, creative variations and repetitive analysis. It is still poor at judgement, brand voice, and anything requiring accountability for a factual claim. Use it to go faster, not to skip the thinking.
AI for content and copy
- ChatGPT — Content briefs, ad copy variations, research synthesis, data analysis. The default workhorse.Free tierTaught in our course
- Claude — Long-form drafting and editing where tone consistency matters.Free tier
- AI SEO briefs — Topic clustering and outline generation from SERP analysis.Taught in our course
AI for creative and design
- Canva AI — Ad creatives, social posts and carousels at speed. Text-to-image built in.Free tierTaught in our course
- Ideogram — Image generation that handles text inside images — genuinely useful for ad creative.Taught in our course
- AI video generation — Short-form video assets for Reels and Shorts without a shoot.Taught in our course
Where AI still fails
AI confidently invents facts, statistics and citations. On a client deliverable that is a serious risk, so everything factual gets verified before it ships.
It also produces content that reads as generic by default. Google's helpful content systems are explicitly built to demote mass-produced pages that add nothing new — publishing raw AI output at scale is one of the faster ways to damage a site.