How to Use AI to Win in Marketing (Without Creating AI Slop)

AI is everywhere in marketing now, but most brands just use it to churn out more of the same. Will Sartorius of Selfmade.co has a better way: use AI to help, not replace, your creativity.

Most people use AI to copy ads quickly. It saves time, but soon everything looks and sounds alike.

The smart way? Let AI do the research, and let people be creative. Will uses a simple trick: focus on who you’re talking to, what matters to them, and what you haven’t tried yet. AI helps fill in the gaps.

One easy win: turn your best images into quick GIFs or animations. A little motion usually works better than a plain picture.

Pick the right tool. Will likes Claude for ideas and ChatGPT for writing ad copy. Always use your real ad text, accuracy matters.

Midjourney is great for backgrounds and vibes, but not for real products. Will’s team mixes AI backgrounds with real product shots for an authentic look—no more stock photos.

Don’t overthink prompts. Make something, review it, and let AI help you improve instead of chasing perfection.

AI won’t replace creative teams, it just makes things smoother and helps you spot new ideas. The best brands use AI to work smarter, not just faster.

For a more in-depth exploration of this topic, visit the Foxwell Digital blog. Click here to read it.