We help you

with artificial

INTELLIGENCE

Artificial intelligence that makes marketing better

We help businesses put artificial intelligence to work in their marketing, from content production and advertising to analytics and visibility in AI search. The goal is not more tools, but better results and safer use of AI.

AI: the tools, opportunities and pitfalls in marketing

Artificial intelligence (AI) adds new capabilities to modern marketing by offering tools that improve efficiency, personalisation and analytics.

Note the word improve. You cannot fix an already weak marketing operation with AI.

Maverix has experienced advisers who can help you adopt artificial intelligence the right way, for example by integrating good, responsible tools into your digital platform.

Even so, AI should be used for exactly what it is: useful tools that can improve results that are already good. It will not work miracles on something that is already poor.

...but be careful, so Google doesn't penalise you

We will come back to all the pitfalls and traps of using artificial intelligence the wrong way. So make sure you don't miss the last sections of this article...

AI will not replace every marketing adviser, but it will replace those who don't use AI as a tool.

Markus Lind, Maverix

AI tools can be used for everything from content production and customer service to SEO and image generation. At the same time, the technology creates new challenges, especially in search engine optimisation (SEO) and the ethical use of images.

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AI tools for marketing

Many AI-driven tools are used today to improve different parts of digital marketing. At Maverix we literally test new tools every week, because things move so fast. This list is therefore not exhaustive, but gives examples of tools:

1. Content production and copywriting

  • ChatGPT / Jasper / Copy.ai – Automated copywriting for blog posts, product descriptions and ads.

  • Grammarly / Hemingway – AI-based language tools for proofreading and style.

2. SEO and keyword research

  • Ahrefs – Keyword research and traffic forecasts powered by AI algorithms. Identifies trends and search intent using machine learning.

  • SEMrush – AI-based keyword research tool that uses artificial intelligence to predict search volume and suggest optimised content based on SERP data.

3. Image and video generation

  • DALL·E / Midjourney / Stable Diffusion – Generates images from text descriptions.

  • Runway / Synthesia – AI-driven video production and avatar-based presentations.

What can we do for you?

Maverix is a leading agency in strategy, technology, advertising and design that creates growth together with you and your products and services.

4. Chatbots and customer interaction

  1. Zendesk / Drift / Intercom – AI-driven chatbots for customer service and sales automation.

  2. Chatfuel / ManyChat – Automated conversations on Facebook Messenger and WhatsApp.

5. Predictive analytics and personalisation

  • HubSpot / Marketo / Salesforce Einstein – AI-driven CRM and marketing automation.

  • Persado – AI-generated ad copy based on emotional resonance.

So far, so good.

But AI can also create serious problems, and in some cases significant damage to your business and brand.

Which is why we hurry to warn you...

Problems and challenges with AI in SEO and image use

Although AI offers great opportunities, there are several challenges that must be handled to make sure the technology is used well in marketing.

1. SEO challenges: AI-generated content and visibility

❌ Duplicate content and Google penalties – AI-generated content can lead to large amounts of duplicated or unoriginal content, which Google may penalise. In the worst case you achieve the opposite of what you want: weaker rankings in Google.

❌ Lack of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) – AI text can lack depth, expertise and credibility, which hurts rankings.

❌ Search intent mistakes – AI can misread users' search intent and produce content that doesn't meet their actual needs. Then you miss your target audiences.

2. Challenges with images: copyright and ethics

❌ Rights issues – Many AI-generated images are trained on copyrighted material, which can create legal problems for your brand. You don't want a letter from a large American brand's lawyer with a damages claim in a league well above what we are used to here in Norway.

❌ Manipulation and false information – AI can generate images that are misleading or deceptive, which can weaken your brand's credibility.

❌ Missing labelling – Misuse of AI can seriously damage your brand if customers feel your marketing doesn't match reality. Label material where you have used AI.

❌ Errors in AI-generated images – The different tools can generate images with errors you don't notice, but that your audience does, leading to viral ridicule of your brand.

3. AI-based ads: missing human insight

❌ Automated bidding strategies can misread the market – AI can optimise ads for short-term ROI, but may lack an understanding of long-term brand building. AI will not necessarily be able to judge when marketing actually harms your brand.

Summary

Using AI requires a strategic approach to avoid SEO pitfalls, ethical issues with images and misguided automation of marketing strategies.

The best solution is a hybrid approach where AI is used as a tool to support and strengthen human creativity, analysis and strategic thinking. This ensures effective digital marketing that is both technically advanced and credible to the audience.

Don't throw yourself into AI and expect everything you do to work wonders. You may end up with more problems than you started with.

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How we use AI in marketing

  • Content: AI gives us faster drafts, variants and translation and localisation, while specialists quality-check everything that is published.

  • Advertising: We use automated campaigns in Google Ads and help you get started with ChatGPT Ads.

  • Analytics: AI helps us find patterns in large data sets, but it relies on the right measurement and analytics.

  • Visibility in AI search: We make your brand visible where customers ask ChatGPT and Gemini. Read more about AI visibility.

  • Training and guidelines: We help marketing teams set up good routines for using AI.

Responsible use of AI

AI in marketing requires control over quality, facts, privacy and copyright. Content that is produced quickly but is generic or wrong weakens trust in the brand. See what we found about AI in the customer journey.

Questions and answers about AI in marketing

  • What is AI marketing?

    AI marketing is the use of artificial intelligence to plan, produce, target and analyse marketing. It can be anything from text and image generation to automated ad campaigns and analysis of customer data. The value comes when AI is used for the right tasks, with people setting the direction and quality-checking the result.

  • Does AI replace the need for a marketing agency?

    No. AI makes many tasks faster, but it does not replace strategy, creativity, professional judgement and accountability for results. An agency that uses AI well delivers more for the same budget. What matters most is knowing what AI does well, where it fails, and how the output should be quality-checked.

  • Is it safe to use AI-generated content on your website?

    Yes, as long as the content is correct, useful and quality-checked by someone who knows the subject. Google assesses the quality of content, not how it was made. Avoid large volumes of thin, generic content, check all facts, and be careful with personal data and copyright in what you put into AI tools.

  • Which AI tools should a marketing team use?

    Start with tools that solve specific tasks you spend a lot of time on, such as draft copy, translation, image editing, analytics and reporting. Many are already built into tools you use, such as ad platforms and publishing systems. Choose a few tools, set up routines for using them, and measure whether they actually save time or improve results.

  • What should an AI policy for marketing include?

    An AI policy for marketing should describe which tools are approved, what data must not be entered, how content is quality-checked, and when the use of AI should be disclosed. It should also clarify responsibility for facts and copyright. Keep the policy short and practical, and update it when the tools change.

What can we do for you?

Maverix is a leading agency in strategy, technology, advertising and design that creates growth together with you and your products and services.