Efficiency, AI, and the Missing Pieces in Digital Marketing
AI was built for efficiency—to automate tasks, reduce friction, and improve productivity. But here’s the problem: most marketers stop there. They think efficiency is the end goal, when in reality, it’s just the first step.
I’ve been using AI in digital marketing for six years—long before it became mainstream. Over the past year, I spent seven months developing AI systems within ChatGPT to streamline my work, eliminate inefficiencies, and increase productivity. But efficiency alone isn’t enough.
The Missing Steps in AI Adoption
That’s where my system comes in: Efficiency. Effectiveness. Impact.
Many marketers focus on using AI to replace work instead of enhancing it. They let AI take over without ensuring effectiveness or driving impact. That’s why so many people using AI are still struggling with results. AI isn’t a magic bullet—it’s a tool. And like any tool, how you use it determines the outcome.
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My AI Journey: Efficiency as the Starting Point
AI’s Purpose: Driving Efficiency to Increase Productivity
I adopted AI long before it became the buzzword it is today. Not because it was trendy, but because efficiency is a competitive advantage. In marketing, time is money, and reducing inefficiencies means scaling without increasing costs.
Last year, I built over 30 custom GPTs tailored to my business needs. I automated copywriting, creative production, and coding—three things I used to rely on contractors for. This saved me time, money, and the endless back-and-forth revisions that slow down execution.
How I Eliminated Contractors and Took Full Control
By leveraging AI, I stopped outsourcing tasks that I could now execute better and faster myself. No more waiting for revisions, no more misaligned expectations, and no more wasted budget.
But then, something unexpected happened: I freed up so much time that I didn’t know what to do with it.
The Unintended Consequence: More Free Time, But What Then?
The Paradox of Efficiency: More Time, More Wasted Time?
At first, I did what anyone would do—I relaxed. After years of grinding, having extra hours back in my day felt like a reward. I started watching more YouTube videos on how to be efficient, yet like most of us do, one YouTube video can lead to many YouTube videos. Before I realised it I was watching full movies on YouTube and Netflix. I even justified this as “me-time” or “relaxation time”. I unconsciously dropped the ball.
I’m glad I caught myself doing this and snapped out of it.
Was I actually using my newfound efficiency in the best way?
Here’s the harsh reality: time saved is meaningless if you don’t use it effectively.
Turning Productivity Gains into Business Growth
Once I snapped out of that lull, I redirected my time to growth. I used it to refine strategies, build better systems, and focus on high-impact work that moves the needle. That’s the difference between efficiency for the sake of it and efficiency with purpose.
Many marketers fail at this step. They automate everything, and then let AI run their business on autopilot. However, efficiency without effectiveness leads to stagnation.
Is Chat GPT Really Replacing Me?
The Critical Missing Steps: Effectiveness & Impact
Effectiveness: AI Must Improve Work, Not Just Automate It
AI can write copy, generate creatives, and run ad campaigns. But does that mean it should be left to do all the thinking? No.
The problem with most AI-driven marketing is that it lacks refinement. AI-generated content is only as good as the input it receives. Marketers who simply replace human effort with AI without adding strategic oversight are setting themselves up for failure.
I see this all the time—marketers relying on Advantage+ campaigns in Facebook Ads or PMAX campaigns in Google Ads without adding strategic layers. The result? Mediocre performance with no competitive edge. AI is only effective when paired with human intelligence and strategic input.
Impact: AI Should Amplify Business Growth, Not Just Automate Tasks
Efficiency and effectiveness are meaningless if they don’t drive real business impact. AI should be used to:
✅ Optimise and refine—not just automate and forget.
✅ Improve my creatives, content, and strategy—not just replace human thinking.
✅ Enhance decision-making—not just output content mindlessly.
Those who understand this will use AI to scale smarter, not lazier.
The Flawed Mindset: “There’s an AI for That”
Why “There’s an AI for That” is Just as Bad as “There’s an App for That”
Remember when everyone used to say, “There’s an app for that”? Now, it’s “There’s an AI for that.”
Marketers are chasing the latest AI tools without first asking, “Do I actually need this?” The problem with this mindset is that it prioritises convenience over competence. Just because an AI tool can do something doesn’t mean it should replace strategic decision-making.
Why Relying on AI Too Much is a Losing Strategy
The marketers who blindly let AI run their campaigns, write their content, and make decisions for them will eventually lose. AI is powerful, but it’s not a substitute for expertise.
The right approach is to blend AI with strategy, insight, and refinement. That’s how you turn AI from a basic automation tool into a true business accelerator.
Final Thoughts: Using AI the Right Way
AI is only as powerful as the system you operate it within. Efficiency is just the starting point—real success comes from combining it with effectiveness and impact.
If you’re serious about growth, don’t just use AI to do less. Use it to do more of the right things, at scale, with precision. That’s how you stay ahead in digital marketing.
So, ask yourself:
❌ Are you using AI just because it’s easy?
✅ Or are you using AI to become more effective and impactful?
If you’re ready to stop chasing trends and start using AI strategically, then it’s time to rethink how you integrate AI into your work. Because the future doesn’t belong to those who use AI—it belongs to those who use it best.
About The Author
I’m Crom Salvatera, a digital marketing consultant and mentor who has spent over two decades in marketing and 13+ years in digital. I don’t follow trends—I build them.
If you’re a business owner, marketing professional, or entrepreneur looking to integrate AI effectively—without losing strategic control—let’s connect and contact me today.
AI should work for you, not replace you. Let’s make it happen.
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