About five years ago, I started an online marketing mastermind group with a colleague in the UK. What began as a small circle of marketers connected through a network of golfers has since grown into an international community, with members from the US, UK and across Europe.
One topic dominates our conversations more than any other: AI.
From ChatGPT to custom-trained models, AI is reshaping the way we approach marketing, research and even everyday tasks. In a recent Marketing Masters discussion, we explored how AI is influencing our work and lives right now. Here are the highlights and takeaways you can put to use.
AI’s Rapid Evolution: Why It Matters
Louise Mason set the tone by pointing out just how quickly the landscape is shifting. “AI was full of possibility, and now it’s moved on so much. I’m really interested to know how people are using it and what’s working now.”
The consensus? AI’s pace of change is both an opportunity and a challenge. Staying ahead requires ongoing experimentation and adaptation.
Custom GPTs: Tailoring AI for Clients
I recently shared my experience building a custom GPT for a client, trained with their website content, PDFs and social media. The result? A tool that generates highly accurate, on-brand blog posts and case studies.
Every time we’ve created something, the president of the company – who is a PhD - seldom requests changes. It’s almost like he wrote it himself.
Prompting Techniques: Getting Better Results
Louise emphasized the importance of how you talk to AI. Her advice: treat it like a partner, not a machine. Give context, use conversational prompts and don’t be afraid to ask the AI to critique and refine its own work.
Business and Personal Use Cases
I’ve been using GPT to create marketing strategies and content for clients, while Louise leverages it for personal research like comparing food ingredients or finding the best products online. Ryan Miller shared how he uses AI for deep research, competitive analysis and even mapping out grocery store trips for efficiency.
Deep Research and AI-Enabled Presentations
Ryan also introduced the group to the concept of deep research using tools like ChatGPT and Claude. These platforms can create detailed reports and competitive insights in record time. He highlighted AI presentation builders such as Beautiful.ai and Gamma.ai, which turn complex research into polished slide decks within minutes.
The Human Touch: Why It Still Matters
Despite the power of AI, we all agreed: the best results happen when humans remain in the loop.
As I put it during the discussion: “If you don’t put that extra layer of human input or your client’s personality on it, it’s just going to be machines talking to each other.”
AI works best as a collaborator - not a replacement.
Looking Ahead
AI isn’t slowing down and neither are we. Whether it’s building custom tools, experimenting with prompts or exploring new use cases, the Marketing Masters group continues to embrace AI with curiosity and creativity.
The key takeaway? Stay curious. Keep experimenting. And let AI enhance your work without replacing your voice.
Interested in exploring how AI could help your business work smarter? Get in touch - I’d love to talk about what’s possible.