How do I avoid using AI for my marketing?

Recently, I was asked how I avoid using AI in my work. My first thought was, "well, I just... don't use it?"

Abstaining from chatbots and LLMs is probably easier for me than some folks. For one, I’m in the creative industry, and a lot of AI efforts have been focused on stealing creative work in the name of replacing creative workers.

I also can’t ignore what it’s doing to our environment and our culture. The impacts of AI water use is enough that nonprofits are calling on us to push back against new data centers. And, culturally, it’s alarming how many people seem to be fine with outsourcing everything in their lives to what’s basically a dodgy collection of scripts. I recently heard it said that, “AI is a kill switch for our intuition,” and boy, did that hit me square in the chest.

In thinking about it further, though, it’s more than just willpower on my part. There are practices I have that keep me from getting to that "stuck" place where I'd consider asking a robot for help.

Nothing we do online should just take up space

My guide in everything I plan, from websites to marketing content, is that everything we put out should do more than just fill space. If we want our marketing efforts to matter, we have to have a purpose in mind.

One of the big reasons folks fall back on LLMs for help is because they’re stuck in the mindset of constant output. The “oh shit, I should post/email/update” moment can easily turn into content that isn’t particularly thoughtful or unique to you–it’s just taking up space because you needed “something” there.

If you want to cut back on your AI usage, be honest with yourself about what a consistent, sustainable content schedule is for you. Intentionally choose a schedule you can stick to, where you can dedicate the time and thought to create content without a chatbot.

Mine your own content ideas  

If you’re in business for any length of time, you’ve probably noticed that you keep coming back to a handful of the same themes and topics–in most cases, that’s how it should be. 

To sell a service or promote an idea, you have to actually, well, talk about it. And, since your audience probably isn’t seeing all of your content, you have to talk about it a lot. 

Fortunately, when we’re faced with a blank page, we can make that work in our favor by collecting, using, and reusing our own ideas, instead of using AI to dredge up ideas for us.

First, start a backlog. Your backlog can be in your phone, in a paper notebook, or whatever's handy. I have a section in my content planners where I can drop in content prompts as they come to me. Even if I think of a great website post when I’m doing a big push for email marketing, I’ll be able to find that idea again when I shift to back website projects. 

Second, when you feel stuck, look back at your own content. If you got good feedback on an email, or good engagement on a post from a few months ago, send it around again! Repurposing content, or even reusing it in the same channel, is absolutely fine. You know it worked once, so let it work again with someone in your audience who hasn’t seen it.

Every time I jot down an idea for later, or find a new use for content I've already made, that’s another instance where I don't feel tempted to ask an LLM to do the work for me.

Don’t let screens block your genius

It never fails: I revise a post and walk away feeling like it’s not quite right… only to find myself on the way to the gym a few minutes later, and thinking up the idea I needed out of the blue.

Researchers have measured differences in our brain waves when reading on screens versus reading on paper. Our brains just work differently when we’re at a computer or on a smartphone, and you’ve probably felt that in your day-to-day, whether you know the cause or not.

So, when you feel stuck, let me say this in the kindest way possible: GO TOUCH GRASS.

Seriously, get away from the screen. Walk around your house. Go outside and look at the trees. Talk to a friend or an officemate. Ideas have a way of coming to us when we aren’t trying so damned hard to have them.

I’ll let conversations I have about my work become the seed for a new post. I’ll text myself thoughts I have when I’m out and about doing errands. At least half of my best ideas probably began as shower thoughts.

Let yourself have a few shower thoughts, too. Even if it's a long shower, you'll still use less water than a chatbot. 😉