In-house marketing teams should choose AI tools based on how well they fit the team’s structure, goals and workflow—not just what’s trending. Here’s how to choose smartly:
1Start with your team’s real needs
Are you focused on brand content, performance, lead gen or all three? A team writing blog posts daily will need different tools from one running paid campaigns or analysing data.
2Map tools to roles
Think about who’s using what. A content writer might need AI for copy and SEO, while a marketing lead might want reporting dashboards. Avoid tools that try to do too much for everyone.
3Look for collaboration-friendly tools
In-house teams work across departments, so choose tools that support version control, feedback, and shared brand assets. Bonus points for integrations with Slack, Google Drive, or your CRM.
4Make sure it fits your tech stack
Does it work with your CMS, email platform or analytics tools? If it creates more admin than it saves, it’s probably not the right fit.
5Think about scalability
Pick tools that can grow with you. AI platforms with flexible pricing, user permissions and good customer support are worth prioritising if you’re scaling fast.
6Don’t just test features—test outcomes
Try a few tools and see which ones genuinely help your team move faster or make better decisions. If it doesn’t make your work easier or better, it’s not worth keeping.
7Final tip from Gorf
You don’t need everything—just the right things. Let your workflow lead the way, and keep your AI stack lean, useful and team-approved.
