Essential AI Principles and Policies for Creating Marketing Content

AI is shaking up the content marketing world. Whether you manage your own marketing or work with an agency, tools like ChatGPT bring plenty of questions. Among the biggest: What should you use AI for, and how much?

We get it. At Zoe Marketing & Communications, we’re navigating this too. Based on our research and experience using AI since 2023, we’ve crafted core AI guidelines, joining others in setting responsible standards.

5 key AI principles in marketing

1. Human-AI collaboration is essential

AI enhances human-led work but doesn’t replace it. Creativity, judgment and decision-making remain central to marketing. AI supports people — it doesn’t replace them.

2. Uphold ethics, copyright and privacy

Responsible AI use is critical. A few key tenets here:

• Build trust and avoid misinformation. Always verify AI-generated facts.
• Respect copyright laws. Never infringe on others’ creative work.
• Protect privacy. Avoid entering personal data into AI tools to reduce risk.

3. Be transparent about AI usage

Let others know how and why you’re using AI. Be open, whether it’s in a blog like this one or within your team.

4. Understand the limitations and risks

AI isn’t magic. It’s a tool with potential shortcomings, like outdated facts and privacy concerns. Stay informed and consider these risks when using AI.

5. Foster an AI growth mindset

Stay curious and keep learning. AI can feel overwhelming, so start small and evolve at your own pace.

7 Key AI Policies in Marketing Content

Generative AI tools  — which use prompts to make text, images, videos, audio, etc. — require extra consideration.

At Zoe, here’s how we use tools like ChatGPT, Grammarly, PhotoShop AI and more responsibly.

1. AI for articles

We don’t use AI to fully write articles. It’s helpful for ideation and rough drafts but often lacks the nuance needed for quality content. We’ve found it ...

• trends generic, even with “training,” which can dilute your voice
• can mess up, from creating quotes to pulling outdated facts

That said, AI is great for:

• Story ideas and outlines
• Speech-to-text transcribing
• Headline ideas
• Rough drafts

2. AI for other text-based content

AI tools are great at creating un-bylined content under human supervision, with writers making necessary edits, such as:

• Social media posts
• Email copy
• Web landing pages
• Scripts

3. AI for visual content

Use AI-generated images and videos sparingly, with respect for artists and copyright laws.

Most of Zoe’s images come from paid sources like iStock, properly credited submitted photos or human-created designs.

AI tools may be used to edit or enhance images that are correctly copyrighted and credited.

4. AI for editing

AI tools like Grammarly and Hemingway assist in initial editing. Human editors should always do final reviews to ensure accuracy and relevance.

5. AI for research

AI helps summarize documents and suggest ideas but must be paired with traditional research. Always verify information against reliable, original sources.

6. AI use in sales

AI streamlines pitches and content creation for sales processes. Human guidance keeps it aligned with goals and tone.

7. Review and approval

A human editor reviews all AI-generated content before publication to maintain quality, accuracy and relevance.

Next steps for fostering quality marketing

AI is evolving fast. Staying informed and using it responsibly is key.

Looking for a marketing partner that’s embracing AI mindfully? Talk to us. Zoe Marketing & Communications can create a human-centered plan to help meet your goals.

Still exploring your options? Check out these articles:

• Essential digital marketing learning resources
• The disadvantages of using a marketing agency