When (and when not) to use AI in professional services marketing and BD

Written by Sam Willis

The explosive uptake of generative AI tools, like ChatGPT, Gemini and Copilot, across professional services has transformed the way that many firms operate. Analysis in Thomson Reuters’ 2025 report into the industry’s use of AI suggests that 41% of professionals personally use public GenAI tools; a percentage that is forecast to rise as AI continues to be defined as the next great technological advancement.

Artificial intelligence tools can provide solutions for stretched M&BD teams across professional services. ChatGPT and other large language models are great at speeding up labour-intensive and time-consuming tasks; with some reports projecting efficiency savings of up to 12 hours per week for professionals before the end of the decade.

However, it’s our view that, like all great technology revolutions, there are downsides as well as upsides. Human input and oversight have not been made redundant by AI; our unique capacity for connection, creativity, and our wealth of professional experiences cannot be replicated by a machine – yet.

Here, we look at how, for all its value, AI is not a silver bullet, and outline some instances when you should think twice about using AI.

EI reigns supreme in marketing and business development comms

Emotional Intelligence (EI) is an essential part of what it means to be human – and the mechanism by which we communicate ideas, problems and solutions. As such, it’s one of the most important comms currencies we have as marketing and BD professionals, requiring a lifetime of experiences that AI simply doesn’t have.

AI tools are great for the essential data gathering tasks necessary for campaigns, but a comms campaign that feels artificial isn’t going to resonate with anyone. When you want to communicate with empathy, so that your message chimes with its intended recipient, trust your own EI – don’t just rely on AI.

Don’t outsource all of your thinking

It’s so tempting to outsource the challenging tasks we face in the workplace to AI. With tools that can write convincing reports, blogs, emails and all manner of other marketing copy in minutes, the allure of AI and its ability to save time is strong.

However, creativity is something we need to cherish and nurture. Subcontracting our thinking to a machine reduces our capacity to solve problems and think laterally – both of which are absolutely key for success in marketing and business development.

Long term, we must retain our capacity to think and develop new ideas. AI isn’t always right, and humans are uniquely placed to solve human problems.

Human oversight is key

Whenever you enlist the support of AI, especially when creating public or client-facing comms, human oversight is key. AI has language and syntax ticks when copywriting, like standardised format structures, vague generalisms in place of specific citation and a lack of emotional engagement, which need a human touch.  

That’s not to say that AI can’t create a great first draft, but human input remains vital to ensure quality – and accuracy. AI platforms ‘hallucinate’ facts, so it’s essential to accuracy-check everything it produces to avoid a potentially embarrassing or damaging mistake.

Beware of data breaches

Before using AI, it’s essential to understand that any sensitive data you input into an LLM like ChatGPT could become publicly available. If ever in doubt, err on the side of caution and avoid putting any personal info into your searches.

Cybercrime costs the economy millions, and you could find yourself on the wrong side of litigation if your use of AI results in a data breach.

Professional experience matters – Generational knowledge gaps help no one

The adoption of new technology always creates knowledge gaps, which are often generational. If you’re adopting AI across your firm, it’s essential that you bring everyone in your team along with you, with group and targeted training to mitigate any skills gaps.

It’s also crucial to remember that professional experience matters; senior members of your firm, with years or decades of experience under their belt, are an invaluable resource that can never be replaced by AI.

AI is a tool that is only going to become more important, and it’s vital for marketers and business development professionals to stay ahead of the curve, but that doesn’t mean farming out all your knowledge and creativity to machines – it’s essential to know when and when not to use AI.