How Marketers Are Using Generative AI Today: Do We Still Need the Human Touch?

You can’t scroll through social media or open a browser these days without bumping into yet another hot take on AI, especially Generative AI. And to be fair, it’s not just hype. What’s actually exciting is how UK marketers are already rolling up their sleeves and putting Gen AI to work in their day-to-day.

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At Cross Digital, we’re big believers in tech that makes life easier and creativity sharper; and Gen AI is definitely proving itself as a tool worth paying attention to.

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So, how are forward-thinking brands actually using it?

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Well, the experimentation phase is over. We’re not just playing with prompts for fun anymore. A whopping 84% of UK marketers are now using AI tools daily—well above the global average of 66%. That’s not dabbling, that’s full-on integration. From campaign planning to execution, AI is helping reshape how teams work, where time is spent, and how results are delivered.

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And time is the magic word here. Marketers aren’t just getting a few minutes back—they’re saving hours. Whether it’s pulling reports, crafting content, or digging into research, AI is freeing up a serious amount of brain space:

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• 86% are saving time on data analysis and reporting
• 76% get a boost with media content creation
• 70% use it to automate brand messaging and conversational marketing
• 67% are cutting down time spent on market research

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Add it up and for many marketers, that’s close to a full workday back each week. Not bad, right?

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But it’s not just about productivity. Gen AI is also helping marketers get more creative. From image and video generation to voiceovers and scripting, AI is like an always-on creative partner. In the past year alone:

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• 51% used AI for image or design generation
• 39% created video or animations with it
• 38% explored voice or narration generation
• 42% used it for brainstorming
• 36% built outlines for content using AI

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The result? Faster ideation, quicker testing, and more room to play with bold ideas.

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Then there’s the holy grail, personalisation at scale. With the help of AI, brands are tailoring every message, every offer, every customer interaction to feel like it was crafted just for that one person. Tools powered by multimodal AI (yep, that’s tech that can handle text, images, video, and audio at the same time) are giving marketers deeper insight into what customers care about and how they behave.

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But for all this wizardry, there’s one thing AI isn’t doing, and that’s taking over.

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At Cross Digital, we’re very much still in the driver’s seat. Yes, we use AI. Yes, it’s powerful. But we don’t hand over the creative reins, and neither do most marketers. We use it with purpose, not passivity.

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Here’s the reality: 97% of UK marketers edit AI-generated content before it ever goes live, and 26% make significant changes. Why? Because brand voice matters. Accuracy matters. Relevance matters. And while AI can pump out ideas and content fast, it doesn’t understand your audience like you do. It can’t read the room. It can’t pick up on nuance. It doesn’t know when to break the rules. But humans do. Even more importantly, 69% of marketers say they’re confident in spotting AI errors—whether it’s misinformation, bias, or just plain weirdness. And that kind of critical thinking? You can’t automate it.

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So yes, AI is changing the game. It’s saving time, fuelling creativity, and helping us scale. But the secret sauce? That’s still us, thinking strategically, applying emotional intelligence, and making sure every piece of content lands just right.

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Because at the end of the day, AI is the tool. We’re the storytellers.

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At Cross Digital, we craft digital solutions that drive growth, efficiency, and real impact. With a core team united by over a decade of collaboration and a human-centred, design-led approach, we put our clients at the heart of everything we do.

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Whether you're exploring AI, e-commerce development, app development, design, or digital marketing, we’re here to help you move forward, blending innovation with that all-important human touch.

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Let’s work together! Start a project today or book a free initial call with our team.

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References

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https://www.generateuk.co.uk/resources/how-ai-will-transform-digital-marketing-in-2025/

‍https://technologyreseller.uk/hubspot-report-shows-84-of-uk-marketers-now-use-ai-daily-but-almost-all-still-edit-its-output-before-it-goes-live/

‍https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-generative-ai-can-boost-consumer-marketing

‍https://itbrief.co.uk/story/uk-marketers-lead-in-ai-adoption-while-retaining-creative-control

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