How AI in Marketing Is Saving Time - For Everyone

In today’s always-on world, the pressure on marketing teams to deliver high-quality content, fast-turnaround campaigns, and real-time insights has never been greater. With to-do lists growing longer by the hour, marketers are constantly on the lookout for ways to work smarter, not harder. Enter Generative AI (GenAI): the quiet support partner that’s helping marketers - and their colleagues - reclaim precious hours, enhance collaboration, and amplify impact across the business.

It’s Not Just About Speed

While one of the most obvious benefits of GenAI is its ability to help marketers create content faster, that’s just scratching the surface. The real magic happens when AI enables marketers to become more self-sufficient - reducing the need to rely on colleagues for every piece of insight, research, or technical help.

In a recent internal conversation at Solentive, one of our marketing team members shared how AI helps them explore complex topics more independently. “Instead of interrupting a subject matter expert’s day for an hour-long explanation, I can now use GenAI to get a foundational understanding first,” they explained. “Then I just ask them to sanity-check what I’ve created or add any missing nuance.”

This shift doesn’t just save time for the marketer. It prevents unnecessary bottlenecks and interruptions for SMEs, designers, developers, and analysts. The result? A more productive, focused workplace where everyone can spend more time in their zone of genius.

The Numbers Are Hard to Ignore

If it feels like GenAI is supercharging productivity, that’s because it is. According to a Canva survey, 85% of professionals using AI tools said they reclaim the equivalent of a full workday every two weeks. That’s four hours a week - time that can now be spent on higher-value work like strategy, creativity, and innovation.

Meanwhile, a McKinsey study identified marketing and sales as one of the top functions already seeing measurable ROI from AI. Companies are experiencing faster execution, more personalised campaigns, and better content quality - all thanks to GenAI.

Real-World Results

Take Mars Australia as an example. They collaborated with Amazon to launch the "For you who did that thing you did" campaign, celebrating everyday achievements by offering participants a free Mars bar with their next Amazon order. Leveraging Amazon's generative AI to select winners, the campaign attracted 60,000 submissions. The results were significant: a 4.3% increase in post-campaign sales and a rise in brand awareness to 92%. Notably, the campaign resonated strongly with the Gen Z demographic, achieving a 72% ad recall rate.

Many Australian businesses are starting to see similar gains. At Solentive, we’ve seen firsthand how AI tools empower teams to deliver faster without sacrificing quality. Whether it's drafting LinkedIn posts, summarising industry reports, or preparing client proposals, the ability to start with a solid AI-generated draft gives teams a head start every time.

A Force Multiplier for the Whole Business

One of the most powerful aspects of GenAI is its ability to create ripple effects far beyond the marketing department. When marketers can self-serve on research, design, and content drafts, they rely less on other teams for routine input. That frees up bandwidth across the business - especially for resource-constrained teams like design, development, and analytics.

Beyond Marketing: AI’s Cross-Functional Impact

AI isn’t just a marketing tool - it’s fast becoming an essential business enabler across departments:

• Sales: Predictive analytics help sales teams prioritise leads and personalise outreach more effectively.

• Customer Service: AI chatbots handle routine queries, freeing up human agents for more complex issues.

• HR: Resume screening, interview scheduling, and employee sentiment analysis are now powered by AI, giving HR teams more time for people-focused initiatives.

• Operations & IT: AI can monitor system health, detect anomalies, and automate maintenance tasks - leading to less downtime and more stable systems.

Trust and Verification Are Still Key

Of course, AI isn’t perfect. Marketers still need to verify facts, cross-check sources, and apply critical thinking. GenAI is an assistant, not a replacement. But when used thoughtfully, it’s a powerful research and ideation partner.

At Solentive, we encourage a “trust but verify” approach (more on this next week!) AI can help gather background, generate ideas, and draft outlines - but human judgement is still needed to shape content that’s relevant, accurate, and aligned with brand voice.

What It Means for the Future

As AI capabilities continue to evolve, it’s clear that those who embrace the technology thoughtfully will gain a significant edge. For marketers, the benefits are immediate: more time, less friction, and greater capacity to focus on strategy and storytelling.

But perhaps the greatest benefit of all? Your coworkers will thank you for not needing “just five minutes” every time you’re working on something new. With GenAI, marketers are becoming more self-sufficient, less reliant on interrupt-driven work, and more valuable partners to their teams.

Final Thought

AI in marketing isn’t about replacing people - it’s about empowering them. It helps teams do more, with less friction and more focus. And in a world where time is the one thing no one can make more of, that’s a win for everyone.

If you want to explore how AI can save time across your business, a good place to start is with an AI Assessment. Contact us to find out more.