How to Use AI to Do Real Work, Not Just More Work

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What if AI wasn’t just another shiny object but a way to get back to what actually works in marketing? In this episode, Mike Montague sits down with David Berkowitz, founder of the AI Marketers Guild and author of The Non-Obvious Guide to Using AI in Marketing, to talk about how small and mid-sized businesses can avoid the trap of AI slop and instead use smart tools to create real connections, trust, and creativity at scale.

Together, they unpack the risks of lazy automation, the rise of spammy AI outreach, and how thoughtful marketers can stand out by doing less but better. You’ll learn practical ways to personalize proposals, customize your content engine, use AI as an “editor”, not an engine, and create experiences your buyers actually care about. If you’re overwhelmed by tools, tired of robotic content, or just looking for a smarter, more human-first way to market, this conversation is your permission to rethink everything.

Key Takeaways

1. Avoid the Tragedy of the Commons in Marketing
When everyone uses AI to blast more content, we risk burning the very channels we depend on. Attention is a limited resource.

2. Don’t Reward Shortcuts That Hurt the Brand
The immediate ROI from spammy outreach may look good in the short term, but it erodes trust and damages long-term growth.

3. Personalization Beats Proliferation
AI is most powerful when used to create custom, relevant experiences, not just more messages.

4. Use AI to Do What Was Previously Impossible
The real power of AI isn’t just speed; it’s enabling small teams to create interactive, personalized tools like quizzes, assessments, and tailored content they could never afford before.

5. Be the Editor, Not the Typist
AI should be your first draft assistant, not your final voice. Great marketers still have to think critically and creatively.

6. Build Custom AI Projects by Use Case
Create saved projects or "custom GPTs" for each client, product, or process to increase relevance and reduce repetition.

7. Ask Your AI How to Make Things Better
One of the most useful prompts is simply: “How would you improve this?” It invites iteration and innovation.

8. Interactive Content is the New Differentiator
Tools like quizzes, assessments, and vibe-coded landing pages stand out in a world of static blog posts and cold email.

9. Quizzes Aren’t Just Gimmicks, They’re Lead Qualifiers
AI-powered quizzes provide personalized insights to your audience while collecting valuable data for your marketing efforts.

10. Train AI to Know You, Then Ask for Strategy
When AI understands your business, values, and clients, it can serve as a valuable strategic sounding board, not just a content machine.

11. Creative Layering is the Next Marketing Superpower
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