How marketers use AI in their work

Batyr Redzhepov, marketer, Instagram

Siyavush Yagshimuradov, video editor, Instagram

Yakupmyrat Gyratliev, designer, Instagram

Batyr: We are a team of three people who create creative and effective marketing using AI. Here is a list of tools and technologies we use in our daily work:

1. Avatar videos: We use HeyGen for animation and ElevenLabs for precise voice cloning. Videos with faces and voices generate more trust and increase reach.

2. For texts and marketing strategies, we use a combination of ChatGPT and Claude from Anthropic. Claude comes into play when we need to logically structure content, analyze data, or develop a strategy. ChatGPT helps with creative tasks: texts, posts, ideas, scripts, and email campaigns.

3. Previously, we used Midjourney to generate visuals, but after the recent update, ChatGPT performs just as well. It is especially important that it can now correctly write text on images, making it a convenient tool for posters, event flyers, and advertising banners. Visuals are created simply—just describe the idea in any language. For example, images featuring famous Hollywood actors in Turkmen national costumes were fully generated via ChatGPT.

4. To animate images, we use Runway. After its latest update, it has become the leader among all video generators, with worthy alternatives being Sora and Hailuo:

— the video looks realistic and cinematic
— the neural network maintains the same character from different angles
— it remembers the environment and creates a cohesive visual world.

5. For Instagram automation, we use ManyChat: it responds to messages and comments. For the robotics and programming educational center Imdatbot, we implemented a more complex scheme:

— the user writes in Direct
— the Make service sends the message to an AI assistant
— the AI assistant generates a response, saves it to a Google Sheet
— the response is returned to Instagram via automation.

6. The lesson.imdatbot.edu.tm website features a voice assistant speaking in the voice of our specialist. It is connected to the knowledge base about the educational center and can answer questions, help with scheduling, and maintain a conversation. This approach builds trust and creates the effect of live communication.

7. For repetitive tasks, such as generating dozens of texts or ideas, we use the ChatGPT plugin directly in Google Sheets. This allows processing dozens of requests simultaneously without manually copying them into the chat. It works via the OpenAI API and is convenient for team collaboration.

8. To speed up Reels production, we use the Captions app—it transcribes speech, adds subtitles, and performs basic editing. Similar functionality is available in CapCut. This allows for the rapid release of high-quality video content, especially when it is important to catch a trend quickly.

Diana Batishcheva, marketer, PR expert, Instagram

I don't use AI in my work very much. It performs no more than 20% of my total tasks. I think this is due to my 17 years of experience—I clearly understand from the start of a project what I want to see in the result and how to achieve it.

A high-quality and detailed client brief plays a major role in the final success. When developing marketing strategies and PR campaigns, I can ask ChatGPT to suggest questions for a brief by describing the project's initial data and providing links to it on social media. If necessary, after the brief, I sometimes upload a file with the obtained information for analysis and structuring.

I can also ask ChatGPT to draft interview questions when preparing information for the scripts of corporate and documentary films. Sometimes the neural network outlines the visual sequence for voiceover text.

For our personal project with my son—a children's book—I also used Midjourney. Two years ago, this was not yet mainstream. We generated illustrations for all six fairy tales using this neural network.

Recently, following a colleague's recommendation, I have been testing Perplexity. This platform is focused on searching and analyzing information. Perplexity provides the most up-to-date data that may not yet be loaded into ChatGPT. This AI is optimized for concise, accurate answers with source citations. It is similar to a smart search engine.

By the way, while preparing these answers, I asked ChatGPT to tell me on what occasions I turn to it. It seemed to me that it lacks modesty—the list turned out to be impressive and surprised me in some places. I need to think about whether AI wants to seem more useful or if I am indeed using it more than I thought.

Alibek Martenov, marketer, Instagram

I am a marketer with eight years of experience. Since 2023, I have been actively using ChatGPT in my work, as it significantly simplifies and accelerates marketing processes.

It is especially useful for small and medium-sized businesses for three key reasons:

Rapid content creation—ChatGPT helps generate ideas, write texts for social media, email campaigns, ads, and video scripts.

Analysis and strategy—you can quickly get ideas for advertising campaigns or even a content strategy plan. This is especially important for SMBs that do not have a marketing department.

For sales—ChatGPT helps write scripts for customer communication, automate responses to frequent questions, and even create personalized offers.

I have not yet actively implemented other AI systems.