Interviewers: Today we are speaking with Felix*, a digital marketer specializing in the creation of automations and email marketing campaigns. We’ll discuss with him the daily challenges of his work and how artificial intelligence can be used to optimize processes. Welcome, Felix!
Felix: Thank you, it’s a pleasure to be here.
*This survey on the use of new AI tools in the lives of professionals and entrepreneurs is curated by Jonathan and Ylenia. It features a series of informal and anonymous interviews, exploring a wide range of roles and sectors, from digital to more specialized fields. The requirement for participating in these interviews is not so much expertise in these tools, but rather a willingness to reflect and consider the aspects of work life that could undergo transformation as a result of AI adoption and evolution. The following is a reconstruction of the concepts that emerged during one of our conversations. While the contributions of the interviewees are always valuable and crucial, the focus here is not on the individuals themselves, regardless of their stature or professional significance, but on the concepts, trends, and ideas… on the principles we have identified, which will form the foundation for interpreting a future to approach with both enthusiasm and awareness.

Artificial Intelligence as an Aid for Copywriting
Interviewers: What are the main challenges you face in your daily work?
Felix: The main challenge is dealing with clients who don’t have an in-house copywriter. I often find myself writing the emails for entire automations, even though I’m not a professional copywriter. The process of writing, reviewing, and inputting the content into the email marketing tool is time-consuming, especially when formatting gets messed up during the transfer from Google Docs to the marketing tool. This is definitely the most time-consuming part of my work.
Solving Formatting Issues When Transferring Text Between Tools
Interviewers: What tools do you use for email marketing, and what specific difficulties do you encounter?
Felix: I mainly use ActiveCampaign and Klaviyo for e-commerce. Recently, I also tried Brevo (formerly Sendinblue). Regardless of the tool, the problem is always the same: when I copy the text from Google Docs, the formatting gets scrambled, and I have to fix it in the email marketing tool. This step is essential because the client needs to review and approve the emails before integrating them into the system.
AI Drafts Emails, but Still Lacks Style
Interviewers: Have you tried using artificial intelligence to speed up the process of creating emails?
Felix: Yes, I’ve tried using AI like ChatGPT and Claude to create email drafts. However, we’re not yet at the point where AI can write perfect emails. It often makes naive mistakes or uses overly generic and “hyped-up” language, typical of 80s marketing. For now, I mainly use AI to outline topics or write specific parts, but the final result still requires human revision.
Which AI Tools Are Most Effective?
Interviewers: Which AI tools do you use, and which do you find most effective?
Felix: I currently prefer Claude over ChatGPT. I find it more precise and natural when drafting emails. I’ve kept Gemini open for a while but haven’t had the chance to test it seriously yet. With Claude’s free version, I manage my daily needs well. If I need more intensive use, I can always purchase a monthly subscription.
Customizing the AI Model?
Interviewers: Is it possible to customize the AI model to better match your writing style?
Felix: In theory, it’s possible to do a kind of “pre-training” or fine-tuning of the model by inputting examples of already written emails to teach it the desired style. However, even with training, I still find myself correcting the same errors. I think this is an area that needs further development, but for now, manual checks are still necessary.
A Human Collaborator Specialized in AI?
Interviewers: Besides AI, what other solutions could help you overcome these difficulties?
Felix: An ideal solution would be to delegate email writing to a human collaborator who can use AI and follow the procedures I’ve set up. This way, the collaborator could also handle corrections and inputting emails into the marketing tool, saving me valuable time.
AI and Customer Care?
Interviewers: Do you think AI can be effectively used for customer care?
Felix: Many of my clients would like to implement AI in customer care as a first-level support tool. However, at the moment, the available tools are not yet 100% reliable. Often, the chatbot produces hallucinations or responds incoherently, which risks frustrating users. Until more robust and customizable solutions are available, human support remains irreplaceable for more complex situations.
AI and Marketing: What Are Your Expectations?
Interviewers: What are your future expectations for the use of AI in marketing?
Felix: I believe we are still in the early stages. AI is a useful tool for speeding up certain processes, but it can’t completely replace human work. Over time, I expect models to become more sophisticated and better able to adapt to different contexts, but there will always be a need for manual review and oversight to ensure quality.
The Best Way to Implement AI in Your Work Today
Interviewers: Do you have any advice for those looking to integrate AI into their workflow?
Felix: I recommend using it for tasks like brainstorming and content structuring. AI can help generate ideas and suggestions, but it’s important not to blindly rely on its output. Always review and adapt what it produces to your specific needs. This way, you can save time without compromising the quality of the work.
Interviewers: Thank you so much for this interview and for sharing your experience!
Felix: Thank you, it was a pleasure!
And Now?
Now that you’ve read this interview, you can…
- Let us know if you enjoyed it by leaving a comment below!
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