How AI has changed Growth Marketing
A sausage with a candle, a dog, and the start of a growth marketing revolution.
It’s my dog Flo’s second birthday today. Nina insists on celebrating—sausages with candles, presents, the full works. Secretly, I love it, though I get how absurd this sounds 😂.
Laughing about it this weekend reminded me that a little over two years ago, we used ChatGPT to write a letter to Flo’s breeder, explaining why we would be the perfect home for her.
In ten minutes—and a few prompt edits—it produced something better than I could’ve written myself. That moment convinced me immediately: AI was going to change everything. And not just because we'd be getting a dog.
Since then, ChatGPT and AI tools have become central to how I work. In this post, I’m sharing the three biggest ways AI is changing growth marketing today for me.
1. Hyper-personalisation (For Real This Time)
Personalised marketing has been "the future" for years—but AI is finally making it a reality.
At Cleo, we're combining AI with our Chat feature to deliver true 1-to-1 conversations. Every user interaction feels tailored, relevant, and genuinely helpful—not just another "Hey [FirstName]!" email blast.
It’s not about being creepy. It’s about being useful—nudging the right users, at the right moment, with the right message, automatically.
This is a huge step forward from the generic CRM strategies most brands still rely on—and it’s raising the bar for what good communication looks like. Brands that move fast will build real loyalty. Everyone else will get left behind.
2. Eliminating Admin (and Saving Sanity)
Remember when note-taking in meetings meant frantically scribbling and still missing half the conversation?
AI tools like Granola have completely changed that, allowing you to focus fully while it captures notes, summaries, and action points. (Although, much like Read.ai before it, I’m sure Granola will soon be replaced by something even better.)
Similarly, LLM chatbots like ChatGPT have become my default for drafting everything from Slack updates to strategy documents—turning tedious writing tasks into fast, high-quality outputs.
And this is just the start. The speed at which AI is advancing means we're about to automate even more complex, time-consuming work in the months ahead.
3. Scaling Niche Strategies (Finally)
One of the most exciting shifts AI is unlocking is the ability to scale niche, high-impact growth strategies that used to be too operationally painful to attempt.
Take micro-influencer marketing. We’ve known for years that working with hundreds of small creators delivers better results than betting everything on a few big names. The catch? The admin made it almost impossible to scale.
Now, AI-powered tools automate everything—sourcing influencers, managing outreach, reviewing content, coordinating payments. You set the brief, and the system handles the rest.
We’re also starting to use AI-generated UGC videos—meaning you can now create highly tailored, authentic-looking content at scale 🤯.
The bigger picture: AI is making it possible to scale strategies that were once "nice in theory, impossible in practice." That’s opening up entirely new growth opportunities.
What I'm Most Excited About
The scaling of more high-impact, niche strategies.
There are so many growth tactics that worked brilliantly at small scale but were too manual and messy to expand. AI is blowing those limits wide open.
Micro-influencer marketing is one example—but there are many more. I'm convinced we’re about to see a wave of highly creative, high-ROI strategies getting unlocked thanks to AI.
And the next 12-24 months will belong to the teams who figure out how to scale them before everyone else catches up.
If you're experimenting with AI in your own marketing efforts, I’d love to hear what’s working for you?
And if you enjoyed this, please share it with your team or anyone who might find it useful.
Until next time!