AI by department · marketing
AI in marketing: more content, in your own tone of voice
For marketing teams that have more channels, languages and reports to fill than there are hours in the week. AI writes in your own tone of voice, creates product copy in every language, fills the planning, produces the report and helps with images. The idea, the brand and the choice of what goes live stay with you.
- EasyToys: 132 hours a month saved
- Six languages, one tone of voice
- A human publishes
Content agent
livereads 40 product sheets (PDF) and the supplier's email
retrieves the writing rules and the product copy of the bestsellers
puts 37 products into the ERP as drafts, awaiting approval
What AI in marketing already delivers for our clients.
- a month saved on product copy at EasyToysNinA AI client case
- 132 h
- a month saved at EasyToysNinA AI client case
- € 6,600
- faster content production at a marketing agencyNinA AI client case (anonymous)
- 50%
- a month saved on reports, same agencyNinA AI client case (anonymous)
- 30 h
01 / What it is
What does AI do in marketing?
AI in marketing writes, translates, plans and reports, so your team has time for the idea and the brand. Think of blogs, posts and newsletters in your own tone of voice, product copy in every language you sell in, a content plan that fills itself and a report that's ready on Monday. A human decides what goes live.
Most marketers already use ChatGPT. Handy for a headline or a first outline, but it remains loose help. The copy sounds like everyone else's, you have to check the facts yourself and every colleague does it differently. You make the difference when AI knows your brand: the writing rules, the copy that worked well in recent years, the products and the target audience. And when it works in the systems where the content needs to go, such as the ERP, the online store or the planning.
What AI isn't good at: the original idea, the campaign that sticks, the feel for what's going on right now. That's where your team comes in. AI makes sure the team actually gets round to it.
01Content in your tone
Built on your proven copy and writing rules, not on the internet average.
02Product copy in every language
From supplier information, straight into the ERP or online store.
03Planning and reporting
Data from all your channels, summarized with an explanation of what stands out.
04Images
Formats, variants and alt texts as a proposal. The brand approves.
02 / Sound familiar?
More channels, more languages, the same team.
Every new channel and every new language feels like a small addition. Added up, it's an extra colleague who never arrived.
The content calendar
“We want to post three times a week. It ends up being once, when there's time.”
Translations
“The campaign is ready in Dutch. The German version comes in two weeks, when the translation agency emails back.”
Product copy
“Four hundred products with the supplier's copy. Nobody has time to rewrite them.”
The monthly report
“Every first Monday: exports from five tools and a morning of pasting into slides.”
Five writers
“Five colleagues, five tones of voice. The customer notices, and so do we.”
Images
“A different format for every channel. Our designer mainly makes crops.”
03 / Case
EasyToys: product copy in six languages, 132 hours a month back.
EasyToys needs product copy in six languages. Every new product started with information from the supplier: a PDF, an email, sometimes a spreadsheet. That had to become copy, in the brand's tone of voice, in six languages, and then go into the ERP. Per product, per language, by hand.
Now AI reads the suppliers' PDFs and emails, writes the product copy in six languages and puts it straight into the ERP. The team checks instead of retyping. Result: 132 hours and € 6,600 a month saved.
For marketing, the gain isn't only in hours. When all languages come from the same source, no language has to wait for a translation agency or for that one colleague anymore.
01Source
PDFs and emails from suppliers, in any format.
02What AI does
Reading, writing in the brand's own tone, translating into six languages.
03Where it lands
Straight into the ERP, ready for the online store.
04Result
132 hours and € 6,600 a month.
04 / Before and after
A week in the marketing department, before and after AI.
Six tasks as we build them for marketing teams. Where a client figure is shown, it comes from a case. The rest we calculate with your own volumes.
- Agency case: 50% faster
A blog or newsletter
Before
A blank page, a deadline and three rewrites.
With AI
An outline in your tone from earlier work, interviews and product information. The marketer turns it into a story.
- EasyToys: 132 hours a month
Product copy in six languages
Before
Copy the supplier text, rewrite it, send it to the translation agency, put it back into the system.
With AI
Copy in every language from the supplier information, straight into the ERP. The team checks.
The content plan
Before
A spreadsheet that's already behind by week two.
With AI
A proposal for the coming month based on campaigns, the season and what performed well. The team chooses.
- Agency case: 30 hours a month
The monthly report
Before
Exports from five tools, copying into slides, coming up with a conclusion.
With AI
The figures from all channels together, with an explanation of what stands out. The marketer writes the conclusion.
Posts per channel
Before
Rewriting one message by hand five times for five channels.
With AI
Variants per channel and length from one core message. The marketer chooses and schedules.
Images in every format
Before
The designer makes crops and variants instead of designing.
With AI
Formats, variants and alt texts as a proposal. The designer does the creative work and approves.
05 / Where do you stand?
From loose prompts to content that runs by itself, with a human at the helm.
Marketing is often the first to start with AI, and then gets stuck in phase 1: everyone prompts in their own way. Phase 2 is an assistant that knows your brand. The real time savings are in phases 3 and 4, where content, translations and reports run by themselves.
Where are you? Click a phase.
- What it looks like
- People use ChatGPT or Copilot for an email or a summary. The handy ones save time, the rest watch.
- What you need
- Licences, a few ground rules and basic prompting skills.
- What it delivers
- Personal and hard to measure. The organization barely notices.
Our advice if you're here
Get your team to the same level in one afternoon. Then you'll see where work piles up.
06 / Your tone of voice
How do you teach AI to write in your own tone of voice?
With examples, not with adjectives. 'Write warmly and professionally' produces the copy everyone gets. What works: giving AI fifty pieces of copy from recent years that worked well, plus the writing rules your copy editor carries around in their head. Which words you never use. How long a sentence can be. Whether you address readers formally or informally.
We capture that knowledge in an assistant or a workflow, so that everyone on the team, and every automation, uses the same tone. New colleagues and freelancers write in the house style from day one.
And then the key part: a human reads along. Especially with new types of content, with campaigns and with anything involving claims. What consistently goes well moves to spot checks. Without examples of good work, we calculate in our business cases with 40 percent reliability at most. We'd rather say that up front than afterwards.
01Examples
Your own proven copy, per channel and target audience.
02Writing rules
Words that are and aren't allowed, sentence length, form of address.
03Facts and claims
Only from your own sources. Anything doubtful is flagged.
04A human reads along
Until it's proven to go well, and always for campaigns.
07 / Yourself, a tool or a partner?
An AI writing tool, a content agency or an AI partner?
Three ways to create more content. They aren't mutually exclusive. Side by side, honestly:
| ChatGPT or an AI writing tool | Content agency | AI Partnership with NinA | |
|---|---|---|---|
| What you get | Suggested copy when someone asks for it | Copy to order, per assignment | Workflows that create, translate, plan and report on content in your systems |
| Knows your brand and products | Only what you paste into the prompt | ✓ | ✓ |
| Scales with the volume | ✓ | Per piece of copy, so more expensive | ✓ |
| Works in ERP, online store and planning | · | · | ✓ |
| Speed | Instant, but by hand | Days to weeks | Instant, in the background |
| Where the knowledge stays | With whoever does it | With the agency | Captured in your organization |
| Suits | One-off copy, small teams | Campaigns and creative work | Lots of repetitive writing, multiple languages and channels |
Swipe sideways to see all columns →
A good agency for the creative idea and AI for the repetitive work: those go together fine.
08 / How we approach it
From first conversation to content that runs by itself.
We build within the AI Partnership. You start with the € 6,000 AI Quick Scan: one day on site, and within a week you know where AI pays off in your marketing.
- 01
Intro call
Fifteen minutes
Where is the repetitive work: content, product copy, translations or reports?
- 02
AI Quick Scan
One day plus a week
We shadow the team, count the duration, the number of people and the frequency per task, and make a business case per opportunity. With a twelve-month roadmap.
- 03
First process live
Quarter 1
Often product copy or the monthly report. Built on your proven examples, connected to your systems, with a human who approves everything.
- 04
Expand
After that
Planning, posts per channel, newsletters, images. Every month you see what it delivers in hours and euros.
09 / Cases
Content and reports with AI, in practice.
10 / Questions
Frequently asked questions about AI in marketing.
What can AI do for a marketing team?
For a marketing team, AI can draft blogs, posts and newsletters in your own tone of voice, write and translate product copy, propose a content plan, summarize reports from all channels and prepare images in different formats. The team comes up with the campaign, guards the brand and decides what goes live. At EasyToys, this saves 132 hours a month on product copy.
Can AI write in our own tone of voice?
Yes, if you give it the right examples. We build on the copy that worked well for you in recent years and the team's writing rules: words that are and aren't allowed, sentence length, form of address. Without good examples, the copy turns out average. A human keeps reading along until the tone is consistently right, and always for campaigns.
Can AI write product copy in multiple languages?
Yes. At EasyToys, AI reads the suppliers' PDFs and emails, writes product copy in six languages and puts it straight into the ERP. That saves 132 hours and € 6,600 a month. The team checks the copy. For sensitive categories and claims, we agree on a fixed check.
How do you automate marketing reports with AI?
A workflow pulls the figures from the channels you use, puts them in one overview and writes a short explanation for every notable change. The marketer reads, adds the conclusion and sends it. At a marketing agency we work with, that saved 30 hours a month on reports.
Won't AI make all our content sound the same?
That happens when everyone uses the same generic prompt. The opposite happens when AI is built on your own proven copy: then every piece sounds more like you, including the work of new colleagues and freelancers. The original idea and the choice of what goes live stay with the team.
Does our marketing team need training first?
It does help. A team that works well with AI itself sees sooner where automation pays off and dares to let go of more. A workshop from NinA AI costs € 4,500 per half day and gets the whole team to the same level in one go. Within the AI Partnership, we train the team as we build.
What does AI for marketing cost at NinA AI?
You start with the € 6,000 AI Quick Scan. Building happens within the AI Partnership: package S costs € 4,500 per month (30 hours), M € 7,500 (50 hours) and L € 12,000 (80 hours), for a minimum of twelve months. What goes live is covered by a maintenance contract from € 245 per month, including AI usage: Bronze runs on your own servers, Silver and Gold on our platform in the EU. All amounts excluding VAT. We only start if the partnership as a whole delivers at least twice the investment in the first year.
More content, without growing the team?
Book an intro call. Together we'll look at where the repetitive work in your marketing is, and what AI delivers there.
01
Intro call
Fifteen minutes, no strings. Where does work get stuck and what do you want to achieve?
02
AI Quick Scan
One day on site. Within a week, a business case and a roadmap.
03
AI Partnership
A dedicated team that builds, trains and shows what it delivers every month.
160+ organizations · Sessions rated 9.3 · Based in Amsterdam