HOW TO CREATE A MARKETING PLAN USING AI – Part 2
Once you are clear about your strategy, your audience, and your product, the next step is to build a strategic plan for launching your product, retaining customers, or achieving any other business objective you have defined.
At this point, you already have a basic understanding of the market you operate in, and you’ve researched your potential customers. Now it’s time to generate what in marketing we call “insights”, information that helps you make better decisions about positioning.
WHAT ARE “INSIGHTS” IN MARKETING?
Let’s define it clearly.
When we conduct research through data, trends, surveys, or observation, we don’t only look at what is happening, we go deeper and try to understand why it is happening. When you find the answer to the “why”- the “because…”- you have discovered an insight.
Here’s a simple example: Imagine you own a home décor store. People come in, browse products, and leave. Some return another day, sometimes they buy, sometimes they don’t. You notice this is a repeated pattern. So you investigate the why.
You discover that your visitors are comparing prices across multiple stores and online platforms while they shop in real time. This is very common today, especially in a mobile-first world. Your insight becomes: Your customers are highly price-sensitive and actively comparing options. Now, if your store is positioned as a premium or luxury décor brand, this insight reveals something important: Your current audience may not be aligned with your offer.
From this observation, you identify a potential change needed to attract the right type of customer. That is the power of an insight, it transforms observation into strategic direction.
Why insights are so important? In marketing, insights are not always obvious. In fact, being 100% certain about them is one of the biggest challenges. If you have ever seen an advertisement or brand that really caught your attention, it’s because someone successfully identified an insight that “clicked” with you.
USE AI TO GENERATE INSIGHTS
Now, how do we do this using AI? It’s simple. Open a new chat in a tool like ChatGPT or Claude, and dedicate it exclusively to collecting behavioral observations about your customers. Start feeding it:
- Customer behavior patterns
- Repeated actions
- Comments and feedback
- Purchase behavior
- Objections and doubts
The AI will naturally try to guide the conversation, but you should avoid getting distracted. The key principle here is: AI should serve your process, not the other way around. Your goal is to train the system with your observations so that, over time, it can help you extract meaningful insights about your buyers or prospects.
FROM INSIGHTS TO ACTION
Once you understand the why behind your customer behavior, generate as many possible actions as you can.
Then test them in real scenarios over a defined period of time and measure the impact on your audience. This testing phase is what turns theory into real business learning. At this point, you will have enough information to build a complete marketing campaign because you now understand:
- Your strategy
- Your product or service
- Your differentiation
- Your target audience
- Your validated insights
BUILD YOUR CAMPAIGN WITH AI
With all this information, follow these steps:
- Ask AI to design your campaign: Request something like: a product launch campaign, a customer acquisition campaign, a customer retention campaign, or a brand awareness campaign. In other words, a campaign focused on achieving your specific objective.
- Define budget and timeframe: Give the AI clear constraints such as budget, timeline and resources available. Then ask it to provide at least three different campaign options. If one of the suggestions doesn’t make sense, challenge it. Ask: “Why did you choose this option?”, this helps you understand the reasoning behind its recommendations. If the logic is weak, correct it and refine the prompt. Better inputs lead to better outputs.
- Choose and structure your final campaign: Select the campaign that best fits your budget, time, resources and visibility goals. Then ask AI to turn it into a structured presentation including step-by-step execution plan, estimated budget breakdown and required actions. For example, it may suggest: Creating additional SEO content for your website or running search engine ads to increase visibility
In most cases, a well-trained AI can give you a solid draft of a marketing campaign. However, if you need deeper expertise, it is always wise to work with a professional marketing specialist who can refine the details and increase the probability of success.
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The more you refine your interaction with AI, the more personalized and valuable its responses become.
But remember: AI is a tool to support your thinking, not replace it. Stay critical, question its suggestions, and avoid blindly following its outputs. Only then will you get the maximum value from it.