Key takeaways:
- How is AI speeding up content creation? AI accelerates content creation by generating outlines, first drafts, and SEO assessments, enhancing productivity while maintaining a human touch.
- What marketing tasks can AI automate? AI automates routine tasks like lead scoring, email scheduling, and social media posting, resulting in targeted campaigns with higher conversion rates.
- How does AI reduce time on research? AI enables quick searches through internal data, swiftly providing relevant case studies and insights, significantly reducing research time.
- What insights does AI provide for marketing optimization? AI extracts actionable insights from data, automates reporting, and optimizes channels, allowing marketers to strategize effectively.
- What future role will AI play in marketing? The use of AI in marketing workflows will increase, helping professionals boost efficiency, creativity, and results while focusing on strategic tasks.
If you work in the marketing industry, you’re already keenly aware that AI is shaking up all types of workflows. As a content marketing manager, I’ve had a front-row seat to the changes happening across marketing departments; today, I want to share four ways AI is changing marketing workflows in 2025.
To say AI is around every turn is an understatement. Almost every single day, I learn about a new way AI is being used in the world, from finding out that over 70% of teens are turning to AI companion chatbots as digital friends (certainly useful information if you’re marketing to teens), to learning that AI could be able to diagnose medical issues more accurately than doctors. In marketing departments, the range of ways AI is being used is vast, and quickly moving from piecemeal solutions to whole-workflow orchestration.
While there was previously lingering fear in marketing departments that AI would soon be taking our jobs, it’s becoming ever more clear that marketers who embrace AI to improve efficiency, accuracy, and productivity will have the upper hand. According to a recent Harvard Business Review article, “While there are challenges ahead, the industry is changing, and professionals who want to future-proof their careers must master the use of AI.”
So here we are, looking at four ways marketers are diving headfirst into the world of AI — and becoming more successful in the process.
1. Speeding up content creation
Most marketers are aware by now that AI can speed up content creation. You can ask a language learning model (LLM) to spit out a blog post on a topic, and within a few seconds, you have 500 words that will probably suffice — with a little editing, of course. Here at Wrike, we rarely use AI to generate long-form content, instead preferring to maintain the human element across our writing.
However, AI has still fundamentally changed our content creation workflows. Instead of starting a task by opening a blank document or heading to Google to research, we head to our internal AI portal, which can help us speed up content creation in a myriad of ways. We use an LLM to generate outlines, break down writer’s block, create first drafts of ads or social media posts, and so much more (I wrote a whole blog post on how LLMs are changing content creation that goes into more detail).
We also use AI on the backend of our content creation process, putting assets through an LLM to assess for SEO optimization or to check for any big gaps we’re missing on the topic.
One of my favorite ways we’re using AI to speed up content creation is by connecting Grammarly to our internal style guide. Our Head of Content, Shelly Madden, explained, “Now, we get AI recommendations tailored to our own content rules, rather than generic ones.” These suggestions range from switching to our preferred punctuation to swapping a word for one we know resonates more with our audience. “This definitely speeds up the proofing process as there are fewer style errors to address,” she said.
We also use AI to create a list of key takeaways for published content (on this very blog!), which helps optimize them for LLM scanning. Having that process automated also saves us considerable time.
2. Automating routine marketing tasks
If we’re totally honest, there are a lot of mundane and time-consuming marketing tasks. The good news is that AI has already started automating many of those workflows, from lead scoring to email marketing to social media.
AI-driven platforms can automatically segment audiences, personalize content, and schedule emails for optimal send times, with hardly any manual intervention. This saves marketers time and ensures that campaigns are more targeted and effective, leading to higher open and conversion rates.
AI tools can also automatically schedule social media posts, monitor social engagement, and even respond to basic customer inquiries through chatbots. These AI tools analyze audience behavior to determine the best times to post and the types of content that resonate most, allowing marketers to maintain a consistent and impactful social presence with minimal effort. That time saved can go directly into devising new ways to connect with your audience.
Finally, AI can streamline lead management and nurturing processes by using intelligent algorithms that score leads based on likelihood to convert, then route them to the appropriate sales representatives, and trigger personalized follow-up messages. This type of automation keeps potential customers from falling through the cracks, and makes sure each lead gets timely, relevant communication.
3. Reducing time on data-driven research
Searching through internal data can be like looking for a needle in a haystack, wasting hours of time that could be spent nurturing a relationship with a potential customer. Jamie Eckmier, Senior Product Marketing Manager here at Wrike, reported that using AI has cut down on parts of his workflow that used to involve searching for the perfect example to show a potential customer.
I just used AI to very quickly find the relevant case studies that support a project portfolio management opportunity at a retail company. I’m able to get a quick summary of how the case study fits the use case, without personally reading through dozens of stories and picking out details — it’s a huge time saver!
Jamie Eckmier, Senior Product Marketing Manager at Wrike
When companies are able to use AI to securely search through case studies, it’s a total game changer. Our internal Wrike portal puts the right example at our fingertips, replacing what would have previously required hours of skimming.
4. Optimizing marketing channels and gleaning actionable insights
Once you have that information at your fingertips, you can use AI to take it another step further and drill down into the most actionable information. Again, that’s a process that previously took hours — or longer — and AI has helped cut out that time by pulling actionable insights from data.
On our lead generation team, Digital Marketing and Data Specialist Michael Mares gave us insight into how his processes are increasingly including AI. “We’ve been using AI internally to automate our reporting, as well as to conduct research,” he said. ”Our paid search team is using AI-generated recommendations for channel optimization, and we’re automating keyword research with LLMs.”
But making sure actionable insights are pulled and easily accessible is next on the horizon. “We’re currently developing an in-house app, which will use AI to communicate complex statistical results of experiments in simpler terms to the account managers,” he revealed. That will cut down on the amount of communication his team needs to do, leaving more time for research and strategizing new marketing opportunities.
Wrike’s MCP Server allows us to quickly create workflows with platforms such as n8n or Langchain. With Wrike’s MCP Server, we can quickly connect our existing AI workflows with Wrike’s project management system, allowing us to create new tasks, assign people to action items, and add comments based on AI’s research — all without clicking a button.
Michael Mares, Digital Marketing & Data Specialist at Wrike
AI’s impact on marketing workflows will only grow in the coming years. By embracing potential workflow changes, we can eliminate the most time-consuming parts and focus more on strategic tasks. Embracing AI workflow updates will allow us all to boost efficiency, creativity, and results.
Wrike’s in the business of streamlining workflows with powerful and secure AI — and our AI is perfect for marketers. Try a two-week free trial and test our content generation, comment summary, and risk prediction AI features so you can take your marketing performance to the next level.
