Too Busy for AI? Think Again.

“We’re too busy to figure out AI right now.” 

Believe it or not this is a common response I see from marketers in my client-facing role as Director of AI Transformation at Jasper. Sometimes as a response to a sales email—which I get, in part—or in the worry behind CMOs considering how to introduce and scale usage across their teams. 

While at VMware leading global demand content strategy and our cross-functional Marketing AI Council, I also heard this from marketers overwhelmed with their daily tasks and deadlines alone. Who has time for AI when there are 30 new ABM campaigns to get in market next month? 

“We’re too busy to figure out AI right now.” 

Is that you? Maybe it’s your team? 

Don’t worry, no judgment—yet. But here’s a reality check, one that might sting a little: the very fact you’re busy is why you need AI. It’s not another task to pile onto your already overwhelming to-do list—it’s a tool with the potential to help clear some of the chaos. 

What if an AI-powered process can help get those 30 ABM campaigns out faster, or with higher conversion rates, or allow you to double the number and be the sales team’s true hero?!

Here’s the truth marketers can’t ignore: AI is the greatest unlock for efficiency, creativity, and competitive advantage we’ve seen in decades. Are you really willing to risk falling behind because it feels “too hard” or “too much” right now? If that little voice in your head is saying, “Hmm, maybe not,” then keep reading. I’ll tell you why AI is your not-so-secret weapon and exactly how to make time for it. 

Shrink the Big Leap Into Small Steps 

Adopting AI doesn’t mean overhauling your entire marketing strategy overnight. You don’t need a data scientist-level understanding of the tech or a department-wide committee to test it out. Here’s how to take bite-sized steps that deliver real impact. 

1. Find Your “Effortless Win” Use Cases 

Pick the most annoying, repetitive task on your plate. You know the one. That’s ground zero for initial AI testing. This is the learning by doing stage.  

• Hate writing endless email variations? Tools like Jasper can knock out drafts in minutes. 

• Spending hours writing product descriptions for various brands? AI-powered tools will do it better—instantly. 

• Manually prioritizing leads? Who has time for that when predictive scoring exists in tools like 6sense or possibly within your own CRM you already use today? 

Start with something small but meaningful. When you see results, sharing your success and potential new AI workflows won’t feel like a chore—it’ll feel like a no-brainer. 

2. Stop Waiting for Your Boss to Train You 

Blunt truth here: most companies aren’t offering AI training yet. But that’s no excuse to twiddle your thumbs. Empower yourself now—so that you’re competitive as a team member in the months ahead. 

• Sign up for free webinars, like the Marketing AI Institute’s Intro to AI series. 

• Try hands-on initial experimentation with ChatGPT, Claude or Gemini, following your company’s AI usage guidelines of course. 

• Build a Slack channel for your team to swap wins and fails—it’s a simple way to create an internal culture of learning without your boss or HR having to schedule it. 

Successful marketers don’t wait; they take action. Status quo is the enemy here. 

3. Make AI Strategic 

We’re not talking about random curiosity-driven tinkering—get clear on what success looks like. Tie every AI experiment to a big-deal goal. 

• Using AI to draft headlines for an ad campaign? Measure CTR improvements. 

• Backlog of product descriptions? Measure time savings by how many more SKUs you can write and publish per week. 

Think of it like a business case, but one that builds your resume (and reputation) as someone who understands efficiency and performance. 

Documenting AI use cases—the before and after—is one of the most skipped steps, but is arguably the most important. If you don’t know how the AI-powered result compares to the pre-AI process, how will you communicate your impact? It’s why so many business leaders still come up empty on ROI. 

The Hidden Danger of “Too Busy” 

“Staying busy without adapting isn’t just a time management problem; it’s a career liability.”

Here’s the part where you might squirm. AI is barreling forward. Early adopters are scaling workflows, sharpening strategies, and pulling ahead with real revenue results, fast. 

And if you’re on a marketing team that’s doing the same old thing day after day, here’s what’s at risk: 

• Efficiency gaps: Competitors will outpace you. That’s just math. 

• Relevance erosion: Running campaigns without modern tools? Prepare to fade amidst a sea of marketers who embrace smarter personalization and faster execution. 

• Career stagnation: Adding “AI strategist” to your LinkedIn profile today might not seem necessary now, but in five years, it could be the bare minimum requirement for leadership roles. 

AI literacy is career insurance. If you skip it now, you’ll pay for it later—in opportunities and hours. 

Your No-Excuses Action Plan 

Alright, tough love ends here. If you’re still reading, you’re ready to start. And I’ve got a roadmap to get you there in baby steps—promise. 

1. Choose ONE Use Case 

If you have a few ideas, map them on a quadrant to impact and effort. Choose a low-effort, high-impact use case. This becomes your quick or “effortless win” that demonstrates early success while focusing on outcomes that impact your performance.

2. Document Status Quo & Success Hypothesis 

Write down the process for this use case today. How long does it take, how much does it cost, and what is the benchmark performance? And how many times per week/month/year do you complete this task?  What does success look like here? That is your success hypothesis. 

You can do this in slide format or Excel/sheets, and then this becomes your tracker for results throughout your testing. I can’t emphasize this step enough. Trust me, your leadership team will thank you! 

3. Schedule One Hour 

Experiment for 60 minutes a week in one tool. That’s it. No huge commitments. 

ChatGPT, Gemini, and Claude all offer free access, for example. Follow your company’s guidelines if you have them, and be sure to use publicly available information only or experiment with low-risk content. Or maybe you already have access to an enterprise tool within your organization. 

Even if your company won’t cover a paid version of the frontier models for now, the $20 per month is well worth it; you’ll find so many use cases for your personal life as well. 

4. Collect Receipts 

Whether it’s time saved or better-quality output, track your wins. (And because you documented the status quo, you know what “winning” looks like.) Data builds confidence. 

5. Start Conversations 

Share your findings with your team. Create buzz. Nothing inspires curiosity like saying, “I saved 10 hours last month using this tool—want me to show you?” 

Seeing is believing. Don’t be afraid to show your boss your process. I know it can feel risky, but good leadership values initiative. Be sure to connect your results to your individual or team performance goals. 

6. Scale and Strategize 

Once you understand where AI fits into your workflow, think bigger. Which processes can you completely transform? Where could your team benefit from integrations? What else can you do to step up and lead across your team? 

Be the Marketer Who Sets the Standard 

If you’re overwhelmed right now, imagine the kind of real off-the-charts overwhelm you’ll feel when your competitors are leagues ahead. 

The good news? You’re not too busy for this—you already made it this far in this post! Go tackle your first experiment and see where it takes you. Your team will thank you. Your resume will shine. And future you will wonder why you didn’t start sooner.