Ruby Edwards on making AI work for your marketing, and why a real person still needs to gatekeep the output.
By Ruby Edwards2 min read
So many businesses are trying AI in their marketing, some with more confidence than others. We’re still learning what a responsible version of that looks like and who answers for it. But we’ve seen clear wins from using it, starting with the website you’re reading now.
A draft that looks finished
AI can now produce a draft that looks finished. It can’t tell whether that draft fits your business or whether the facts are right, and it doesn’t carry the consequences if it’s wrong. A real person needs to gatekeep the output before it’s published.
Have you asked AI to build a new version of a PowerPoint, or to cut an article down to a word limit? The first draft comes quickly. A human expert still needs to check every claim and decide what stays.
How we rebuilt our own website
We used the same approach on this site. AI produced a first draft of the design and our developer refined it into something that reflects the brand. A specialist made the decisions about what the site says and who it’s for, and an SEO expert checks that it performs in search.
Under the bonnet, it’s a bespoke web application built in TypeScript and hosted on Vercel. Pages are built in advance and served from a worldwide network, rather than assembled from plugins on every visit. That’s why they load quickly and why there’s far less that can break or need updating.
Why the platform matters
In October, the National Cyber Security Centre warned of critical security issues in PHP, the language WordPress runs on. Our site doesn’t run PHP anywhere in its stack and there are no WordPress plugins to patch.
WordPress still suits plenty of businesses. For us, fewer moving parts means less to maintain.
Where people stay in charge
The same applies to most marketing work. Where AI helps, use it. Where a decision needs experience, keep your team in charge. We don’t have every answer yet, and we’d rather say so than overstate what we know. But we’re using AI to stay relevant and in control.
How we work
You Do Better works the old-school way, with customer needs remaining central. Each client has a marketing offer built around them, rather than being shoehorned into a standard agency model.
There’s no account manager between you and the work. Need a specialist in one area? You work with that specialist directly. Need someone to act as your outsourced marketing manager, interim or ongoing? That’s available too. There’s no retainer. You choose an hourly or daily rate, or a project price.
Talk to us
If you’re wondering where AI could fit in your own marketing, book a free 30-minute conversation with Ruby. Email ruby@youdobetter.co.uk.
