December 1, 2025

6 AI assistant use cases every marketing team should steal

From automating brand knowledge to streamlining crisis comms: 6 practical AI assistant use cases for marketers.

You know that feeling when you’re briefing a colleague and you have to explain your brand’s tone of voice all over again?

Or when you’re hunting through fifty folders for an approved CEO quote?

Or when your sales team is looking for a sector-specific case study?

Or when you want to know who in your team is best to assign to a new client project based on existing experience?

AI assistants solve that. They help all the marketers needing to maximise the productivity gains from AI in 2026.

Here’s how they work:

You upload your company’s files: brand guidelines, campaign briefs, media releases, whatever.

Then the AI reads them and adds them to its existing knowledge (which is almost all knowledge ever digitised by human beings) before answering your questions.

The tech behind this is called retrieval-augmented generation or RAG for short. OpenAI, Anthropic and Google all have their own RAG tools (we currently use a combination of OpenAI and Anthropic’s RAG). It enables you to upload thousands of files, in different formats, for a model to access and use.

When you ask a question, the AI assistant combines the information in your documents with its training data to give you the most relevant answer.

And the assistant can provide citations in its answers, showing you exactly where it found the info it’s using. Which means you can trust it.

Aside from RAG, assistants also have access to other tools that have vision and data analysis capabilities, extending their utility even further.

Here are six ways your marketing team can use assistants:

1. Brand knowledge

Problem:

Marketers have to re-explain tone of voice, brand values, company details, role details, and strategic context every single time they open a new chat.

Use case:

Upload your core brand assets: campaign briefs, product sheets, brainstorm outcomes, legal and compliance guardrails, tone of voice guidelines, messaging frameworks, mission statements, company background, role context, examples of content channels, and strategic documents. The lot.

Outcome:

Now you’ve got a persistent and verified knowledge base. Ask it anything, and it’ll answer based on your documents. No more re-prompting from scratch in each chat. Your AI assistant knows your brand as well as you do.

Ask it things like:

What were the results of our last brainstorm on [insert subject]?
What are our best testimonials relevant to [insert sector]?
Does this social post align with our brand values around sustainability?

2. PR and media relations assistant

Problem:

Comms teams are constantly digging through old media releases, hunting for approved quotes and bios, fact-checking, reviewing data sets and racing to meet deadlines. If sign-off takes too long because a stat or a quote is wrong, the opportunity could be missed.

Use case:

Upload factsheets, boilerplates, executive bios, approved quotes, past media coverage, journalist factsheets, event calendars, past media releases and research-led story data sets. Even pitch-writing guidelines.

Outcome:

Easily accessible facts. Faster drafts. Fewer rechecks. Happier legal team. Quicker sign-off.

Ask it things like:

What approved comments do we have from our CEO about data centres?
Which journalists did we pitch our pension campaign to?
What do [insert name of client]’s thought leaders think about [insert subject]?

3. SEO-focused content refresh

Problem:

Search engines (traditional and AI) like fresh, accurate content. You know this. But when you’ve got 300+ pages on your site, figuring out which ones need updating and in which order, can take ages. You need to check publish dates and search volumes, spot outdated stats or product details, work out what’s still relevant, and build a sensible refresh schedule. So it often gets deprioritised.

Use case:

Upload your entire content library: blogs (with publish dates and schema), case studies and landing pages. And your strategy documents: content calendars, keyword research, sales sheets, KPIs and business priorities.

Outcome:

Quickly identify outdated content, spot refresh opportunities, and build a strategic update schedule. Organise your content into topical pillars and even query the assistant to find content gaps. SEO loves fresh content. Now you can actually keep up.

Ask it things like:

Show me all content mentioning outdated product features or pricing.
Organise our blog content into topic pillars and show gaps vs competitor A.
Create a six-month content refresh calendar.

4. Crisis communications assistant (when you can’t afford to wing it)

Problem:

When something goes wrong, you need to move fast. But you also need to follow the plan. If your team can’t find the right statement or doesn’t know who to notify first or which stakeholders need to do what, a bad situation gets worse.

Use case:

Upload your full crisis plans, pre-approved statements, scenario maps, approval hierarchies, media training notes, decision matrices, FAQs and key messaging frameworks.

Outcome:

When the fire alarm goes off, anyone on your team can ask the assistant what to do in specific scenarios, and get an answer backed by your actual crisis plan, with citations. Good crisis comms can save your reputation. Bad crisis comms can sink it. This keeps everyone on script.

Ask it things like:

What are the first 3 actions our team should take if there’s a cybersecurity incident?
What holding statement should we use for media enquiries about regulatory investigations?
What are the dos and don’ts for our exec team when speaking to press during a crisis?

5. Competitive intel

Problem:

Competitive analysis is often fragmented across platforms, the team, documents, and folders. So it’s difficult to analyse insights and react quickly.

Use case:

Upload competitors’ marketing content: blogs, reports, media releases, social posts and newsletters. And their sales content: pricing pages, CTAs, bottom-of-funnel landing pages etc.

Outcome:

Ask the assistant to compare positioning, spot content gaps, analyse CTAs, and help you workshop your messaging. All easily accessible to the whole team in a single place.

Ask it things like:

How does competitor A emphasise sustainability compared to us?
What common objections do our competitors address that we don’t?
What pricing tiers and feature breakdowns are our top three competitors using?

6. Onboarding and training assistant

Problem:

New marketing hires spend their first few weeks hunting for answers. Where are the brand guidelines? What’s our approval process? Who do I ask about expenses? They ping five different people on Teams and still aren’t sure they’ve got it right. Meanwhile, existing team members are pulled away from actual work to answer the same questions for every new starter.

Use case:

Upload your company handbook, brand guidelines, role-specific training materials, office policies, approval processes, IT setup guides, benefits information, team structure docs, FAQs, and any other onboarding materials new hires need.

Outcome:

New starters can ask the assistant anything and get instant, accurate answers. Shorter ramp-up time. Fewer mistakes. Less time spent by existing team members playing human search engine.

Ask it things like: