.png)
Hey,
I’ve been busy vibe coding with AI, and I’m obsessed.
*record scratch* Hey, I’m Ines. You’re probably wondering how I got here.
See, I was not an early adopter of AI. I had—and still have—real questions about ethics, regulation, and what this all means for the future of work.
Marketing has always involved using tools to help us do our jobs. And as technology, our roles, and the larger landscape evolve, we learn and adapt to stay competitive. Always has been the case, always will be. Once I realized I could be skeptical and curious at the same time, I started experimenting beyond using ChatGPT as a glorified Google.
What slowed me down initially is what slows many marketers down: a lack of practical training and very few grounded examples of how real people are actually integrating AI into their work.
Scroll LinkedIn for five minutes and you’ll find plenty of tech bros talking about their hyper-automated workflows in the most inaccessible and intimidating way possible. What you’ll see far less often are grounded examples of how marketers like you are actually using these tools every day.
So I turned to the Growclass community and found a few folks (and me) building some genuinely cool, practical things with AI.
So LFG!
⚠️ When José Sanchez stepped into the Interim Director of Marketing role at the Ignatian Spirituality Project, he went from leading multi-person teams to building a marketing function largely on his own. He was responsible for everything: long-term positioning and campaign strategy, as well as the day-to-day execution needed to keep the work moving.
🛠️ Through a mix of experimentation and Growclass’s AI Marketing and Strategy Certification, José designed a practical AI toolkit to extend his capacity:
💡 José built a full marketing environment inside Claude by uploading corporate strategy documents, audience research, brand guidelines, messaging frameworks, and campaign plans. He structured this information hierarchically so the model could understand how decisions connect across the organization.
From there, he developed repeatable workflows—generating campaign concepts tied to strategic priorities, shaping audience-specific messaging, and pressure-testing ideas against documented positioning. This has allowed him to simulate working alongside a generalist marketer who has full access to institutional knowledge, giving him the ability to fly solo without losing strategic edge.
“I’m becoming a systems architect. The human job now is to be the wisdom behind the machine.”
⚠️ When I’m not working with Growclass, I work full time as a Content Designer in tech. While I use AI tools on a daily basis to support my strategic work, I also wanted to build stronger visibility into my professional impact without another boring spreadsheet destined to be abandoned in a Google Drive graveyard.
🛠️ Here’s what my toolkit looks like right now:
💡 Recently I’ve been experimenting with vibe-coding platform Lovable to build a gated personal dashboard that tracks my professional growth. Using Lovable’s chat, I’ve been building and iterating a visual dashboard that documents projects, categorizes deliverables by business impact and monitors skill development over time. Over just a few weeks, it’s changed from a basic tracker to an advanced dashboard where I can upload assets and auto-generate progress reports for weekly 1:1s and performance review cycles.
For me, AI isn’t just about moving faster, it’s also helping me understand my role better and identify opportunities for skill development so I can grow, confidently articulate my value, and build one helluva strong portfolio.
⚠️ As a fractional Marketing Lead working across multiple startups and SMBs, Eric Buchegger often needs to understand different products and markets—fast. Strategic work like product positioning, which requires synthesizing competitive research, internal perspectives, and customer value, can take weeks of analysis and iteration. With limited time across clients, he needed a way to speed up insight development without sacrificing quality.
🛠️ Here’s what he uses:
💡 He creates what he calls project “brains” inside Claude, feeding the model strategy documents, product information, competitive insights, and industry context, then works iteratively to revisit the company’s positioning using April Dunford’s methodology.
He shares screenshots of previous positioning work, pressure-tests assumptions, maps differentiation opportunities, and uses the model to help structure clearer messaging options. The process combined AI synthesis with human judgment and stakeholder input, allowing him to refine outputs quickly while maintaining strategic depth.
What might previously have taken a week of focused analysis was compressed into a series of shorter working sessions. “It’s definitely saving me time,” he says. “I’m able to spend more time focused on strategic work with clients.”
For most marketers, adoption isn’t about choosing the right tool. It’s about reshaping how work gets done. We’re not handing workflows over to robots—we’re layering AI into them, testing where it helps and what it changes about our roles.
AI proficiency is an ongoing practice. If you feel hesitant or behind, start by getting curious. Run small experiments. Talk to other marketers figuring it out in real time.
And when you’re ready to go deeper, Growclass is here to help you build practical skills.
Talk soon,
Ines
If you found this useful, please be a helpful work friend and send it to a colleague, or share it on Slack. Did a friend forward this newsletter to you? You can subscribe here.
Expert-led workshops on copywriting, SEO and everything in-between. Hands-on seminars to build a career you love. Skills and templates you can put to work right away while connecting with excellent humans. Oh, and sometimes we make scones.
Got something to share? We want to hear from you!
Share your links with us.
