Artificial intelligence is a true game-changer for marketers.

From beautifying videos to transcribing interviews, there are hundreds of ways to use the latest AI tech, with new tools launching all the time…

We’re big advocates of keeping the human touch in marketing, while also embracing the latest technology. For us - and for our clients - it’s all about balance.

Fresh from launching our new AI policy, the Sookio team has been thinking about the AI tools that help us work smarter, explore new ideas and ignite that creative spark!

Is your favourite on our list?

1. Fireflies

Transcribe, Summarise, Clip

Sue Keogh, Director

Fireflies is an AI notetaker we've been using for nearly two years now to transcribe and summarise interviews. You can either invite it to a Zoom call or upload audio files and it transcribes it for you in seconds, which feels like magic! Especially when I think back to my pre-Sookio days and how long it used to take me to diligently transcribe radio interviews (don't talk to me about the 20-minute interview with Sir Alex Ferguson that took 3 hours to write out!)

This really comes into its own when we're interviewing scientists and want to ensure we use correct terminology and describe processes accurately. Or when running a copywriting discovery session with a client; Fireflies will give us a summary of the conversation and highlight any key phrases that keep coming up.

You can even take audio clips, so if we're running a webinar where we have consent to repurpose the content, we could take clips for social media afterwards.

2. Canva Magic Studio

Create, Embolden, Beautify

Kat Selby, Digital Marketing Strategist
I'm enjoying experimenting with Canva's Magic Studio - a selection of AI-powered apps within this popular design platform. Canva's mission is to empower everyone in the world to design anything, and publish anywhere.

As someone who isn't adept at using Photoshop, I've found Canva to be a useful tool over the years. The instant photo editing possibilities Canva now offers are brilliant - including being able to remove an entire background at the click of a single button.

3. Sora

Experiment, DESIGN, Explore 

Naomi Vowles, Copywriter

My experience with AI tools has mainly been through experimentation. There’s an AI for almost everything, but not all of them are wildly effective (yet).

Widespread focus has often been on the text-generating tools, but I’ve found you can usually see the tell-tale signs of AI-generated copy right away. There’s a risk that if everyone uses AI to write their content, it’ll all end up just ‘okay’ rather than exceptional.

Tools like Bing AI Image Generator and DALL-E are interesting; the results can be variable, but they’re undoubtedly getting more sophisticated. As a general rule, the more detailed the prompt, the better the results. Wix and other web development tools have also started rolling out AI tools that could transform not only animation and graphic design but also web design.

I’m fascinated by what’s just around the corner, such as Sora, which promises to create realistic video clips with a simple text prompt. It’s not yet available to the public but the demos I’ve seen have been impressive.

It’ll be interesting to see what the future implications are of AI-powered tech, particularly generative AI - not just for marketing, but for sectors like filmmaking, writing, and maybe even society as a whole. Hopefully as the technology evolves, so do the rules around how and when it’s used.

4. Grammarly

REFINE, PHRASE, COMMUNICATE

Julia Latif, Business Development Manager
When there is a small, green G near where you are typing, it means that Grammarly is checking your spelling and grammar. It's really useful when creating proposals or reports. You can also embed your company style guide in there, so if there is a particular tone of voice, phrasing or acronyms that are always used, you can get Grammarly to point these out to you - very helpful.

5. ChatGPT

Generate, Research, Unblock

Hector Corey, Campaigns Manager

ChatGPT is probably the most well known AI tool in widespread use, and often gets overlooked when people are praising different tools, due to it being very mainstream. However, ChatGPT is the tool I use far more than any other - mainly for kickstarting the creative process and interrupting any mental blocks.

Its primary use to me is for ad copy inspiration. After feeding in a few parameters, ChatGPT will normally come up with enough to get the creative juices flowing, and I can then use that research to create new original captions.

6. CapCut

Edit, Transform, Capture

Olha Havrina, Digital Marketing Executive

While CapCut is not fully AI, it's a video editing tool that leverages AI technology to empower users in crafting visually engaging videos.

AI-powered auto-captioning allows you to create subtitles in one click. After giving a sense-check and making minor edits, you can export the video. We've been recently using it in Reels creation for the Cambridge Trust.

Automatic noise reduction was very helpful for outside video recordings for Sookio’s Bootcamp 2023. AI video enhancement comes in handy when your camera quality is not good enough, or you have poor lighting.

I'm in love with the integrated AI features in CapCut. It's one of my favourite tools when it comes to creating reels, short clips or tiktoks. Transitions, effects, AI background removals, smart blur - it's a multi-purpose video editing masterpiece of an app! Its integrated AI features help me to save time and produce high-quality content for social media. However, if it comes to editing durable footage, I go with Adobe Premiere instead.

Need to untangle your use of AI?

Our (human) team can help you make the most of your marketing and get the very best from new innovations.

We’ve got oodles of experience across strategy, consultancy, social media, copywriting, paid ads and more!

Get in touch for a fresh perspective on your marketing strategy.