Sep 12, 2026

For a while, Claude felt like the AI tool everyone in marketing was talking about.

Then ChatGPT improved. Other tools arrived. And marketers started moving between them.

The interesting part is not which tool is winning.

It is that most marketing teams are still figuring out how AI should actually fit into their work.

We adopted AI. We have not really integrated it.

The numbers are revealing.

81% of B2B marketers say their teams use generative AI. But only 19% say it is integrated into their daily processes and workflows. More than half, 54%, say their teams use it on an ad hoc basis.

So a marketer might use AI to write an email on Monday, summarise a report on Wednesday and brainstorm a campaign on Friday.

Useful? Definitely.

Part of the way the team works every day? Not necessarily.

We have adopted the technology faster than we have changed the way we work.

Most of us started with the easiest jobs

The easiest thing to give AI is a task.

Write this.

Summarise that.

Give me some ideas.

Content was an obvious place to start. HubSpot found that text based content creation was the most common generative AI use case among marketers, followed by research, while brainstorming and data analysis are also common uses.

That makes sense.

Writing an email is easier to give to AI than deciding whether you should send the email in the first place.

But marketing starts before the writing.

What are we trying to achieve?

Who are we trying to reach?

What problem are we solving?

Why should they choose us?

Which channels are worth investing in?

That is where AI gets much more interesting.

Give AI a marketing problem, not just a task

Instead of:

“Give me 20 LinkedIn posts.”

Try:

“We need more qualified leads. Here is what we know about our audience and what we have tried. What might we be missing?”

Now AI is doing something different.

It can help you:

• Challenge assumptions
• Spot gaps
• Compare approaches
• Explore ideas
• Structure your thinking

The value is not just what AI produces. It is what it helps you think through.

But AI still needs you

AI can produce a marketing strategy in seconds.

That does not mean it is right.

It does not know what your customers said yesterday. It does not know what sales keeps hearing. It does not know why your last campaign generated poor quality leads.

Your team does.

And marketers are clearly aware that AI still needs oversight. Only 4% of B2B marketers report a high level of trust in generative AI output, while 67% report medium trust and 28% low trust.

That does not mean AI is not useful.

It means the marketer still matters.

This is why the workflow matters more than the tool

Claude might be better for one task.

ChatGPT might be better for another.

Another tool might be better six months from now.

That is fine.

The bigger question is:

How do you make AI part of the way your marketing team actually works?

There is another problem too.

HubSpot found that 35% of marketers said there were too many similar AI tools that did not connect to one another.

More tools can easily mean more places to work.

And more places to work does not necessarily mean better marketing.

This is where Orah Marketing fits

Orah brings the marketing process into one place.

You can work through:

• Objectives
• Audience
• Positioning
• Channels
• Activity
• Budget

AI helps you work through the thinking.

Your team brings the context.

Your team makes the decisions.

The result is a marketing plan your team can actually use.

You are not handing your marketing over to AI.

You are working with it.

The takeaway

The question is no longer simply:

“Which AI should I use?”

It is:

“How can I use AI to do better marketing?”

That is a much more useful question.

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