AI in Advertising: What Freelancers Need to Know for 2025

In the rapidly changing world of artificial intelligence (AI), freelancing and ad managers are heading in the direction of change. This week, we are discussing the many elements of AI, and how to understand the balance between embracing technological advancements and preserving the human elements in creative work. Let’s dive into how freelancers can effectively incorporate AI into their workflows to better their business.

Topics Covered In This Episode:

1. AI should be used to enhance, not replace, human work, particularly in creative and strategic roles where human intuition and expertise are invaluable.
2. Verification and cross-checking of AI-generated information are crucial to maintaining accuracy and reliability, just as one would do with news or social media content.
3. Freelancers and ad managers should embrace AI for productivity and growth, enhancing their skills and adopting roles such as strategists to remain competitive.
4. The ethical use of AI in content creation and ownership is essential, with an emphasis on maintaining transparency and avoiding overreliance on AI for generating original content.
5. While automation may replace certain jobs, upskilling and mastering communication can secure roles requiring human input and creativity.
6. AI is useful in audience mining and identifying sales patterns, assisting marketers in refining target audiences and adapting strategies effectively.
7. Despite AI's potential to enhance workflows, maintaining a human touch and ensuring originality remain fundamental to attracting and retaining audiences and clients.

Find the full show notes at:  https://brandimowles.com/242

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Transcript

AI in Advertising: What Freelancers Need to Know for 2025

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Brandi: [00:00:00] Are we sick of hearing about AI yet? I know it is all over the place. Everywhere you turn, it's like, AI this, AI this. Is it going to take over our jobs? Is it not? Like, should I use it? Should I not? Is it good? Is it bad? Oh my goodness. It is all the time, everywhere. And in today's episode, I do not do the fear mongering.

I do not do the over dramatics or anything like that. That's not my style. But I do think that AI has a place in the freelancing world, especially for ad managers. I think that we should be using AI, but also I think that there's a way to use AI that feels ethical, that helps us streamline our processes, that gets us more time back with our family.

And in a way that's not going to replace your career, your job, your services. So that's what I'm talking about today. We're going to jump in all things AI for 2025, how you can use it. Should you be using it? Is it going to replace your job? [00:01:00] All that and more. So let's jump on into this episode of the Serve Scale SOAR podcast.

Welcome, welcome back to this week's episode of the Serve Scale Sword podcast. My name is Brandi Mowes. I am your host and I am so excited that you are here. No matter if you're a freelancer, you're an ad manager, you're in the online space somehow providing one on one services, you are in the right place.

Now, I will talk about ad management because that's who I really help is we lean into helping people learn to start growing scale and ad management business, but that doesn't mean you won't benefit from this episode because honestly, this episode can be for any freelancer Transcribed That wants to tap into AI or that's nervous about AI taking their career.

So I'm going to break down in this episode, a whole bunch of different [00:02:00] points of view. First, we're going to start with going over like, how is AI being used? Is it new? Has it been around here? Then I'm going to talk about, like, in 2025, what should we be looking for, how freelancers can use AI to support their business in 2025, and some of the limitations or pitfalls that come with using AI and having AI out.

And then I'll talk about some of my must have tools for using AI in 2025 and how to future proof your career with AI. So I know we can make a drinking game out of this episode for how many times I said AI. I don't drink so we'd have to use kombucha or coffee, but we could get a good buzz off of caffeine if we're talking about me saying AI in this episode.

So just know I'm fully aware it's gonna be a lot of AI. So let's jump into this episode and start breaking down how AI affects our business. So the first [00:03:00] place I want to start is AI is not new. AI has been around I think since the 60s I have this stat in one of my trainings But it's been around since the 60s and we actually have been introduced and using AI for a long time.

AI has been used to predict weather patterns. AI is what is used to predict what like emails go to promotion or spam. AI is what triggers credit card companies when it says like, Oh, we think someone may be using your credit card under false pretense. Like if you are out of the country or you try to buy something that's outside of what you normally would spend, you get those triggers.

That's all AI. When you log into Netflix and they suggest something to you, like based on your previous watch history, this is what we think you'd like. That's all AI. So when we look at AI, we've been interacting with AI for ever, forever. And so when we know that it's like, Oh, [00:04:00] okay. So this isn't anything new, but what is new is that when ChatGPT came in, it kind of opened up AI to everyone.

It made it more mainstream. And it's not just business owners that are using AI. I'm in a lot of homeschooling groups. Those parents are using AI. Those creators of content are using AI. I use AI not only for my business, but to plan my weekly meals. To come up with budgeting strategies. To plan our vacations.

I tap into AI a lot when it comes to my personal life too and in homeschool. I use it to help me just plan out a whole unit study on the rainforest for Riley. So it's not just something that businesses are using now. It's more mainstream. So when we look at that, it feels like, Oh my gosh, AI is new. It's coming.

It's taking our jobs, blah, blah, blah, blah, blah. Now the thing is, it's not going to take your job. It won't take everyone's job. I [00:05:00] will say, and I'll, we'll link up to the episode that I did last week about the three jobs that I think are going to pay the highest in 2025. And the three that I think AI. So it's not everyone's career is future proof, but there are some that are going to have advantage that AI just can't replace.

And then there are going to be some that can be replaced. I mean, heck, McDonald's uses robots. It's a great. You know what? I feel like I didn't go for it because like I know there are people in the audience like I don't know how they do it, but like I'm not gonna nitpick them. And I think that's what's happening right now.

So I think we need to focus more on the absence of like pain. Because the fact that you have to work really hard and like you can't do anything, like it's a lot of fun and it's it's, you know, there are there's a lot of people that are struggling and trying to find, you know, whatever it is that you're working on to just do.

And you know what? It was so good because they probably waited out and everything. So I'm just saying there are going to be some careers that will be replaced by robots and AI. And then there's going to be other ones that [00:06:00] lean way too heavily on human emotions, strategy. Like, just all of that that just can't be replaced.

So when we look at like, what services should I be offering? You should be thinking about that. Can AI replace this? So we're going to talk about that at the end, but AI isn't new. And I think that the advertisers who lean into using AI, the freelancers who lean into it are going to rise to the top where the people who are like, Nope, Nope, Nope.

I don't want to use AI. They're actually gonna be harder to charge a premium. They're gonna be harder to land clients. I mean, AI is just really, really part of our everyday life. And it happens that, it, it happens so quickly. Even when you jump on Google now, it's like integrated into your search. So, let's embrace it.

Let's tap into it. Let's use the resources that we have in front of us. So, when we think [00:07:00] about that, we can be like, Okay, AI is not new. But it is now more new and accepted by the general public, which does change things. So now I want to talk about what can we do in 2025 to let AI really help us and I'm going to

talk specifically about ad management and how ad managers can tap into this in Strategist. But like I said, adapt this for your services and I truly believe that every freelancer can use this episode. So some of the big ways that I've seen AI being used for ad managers that's really helped them is one, Is in ad creative development, whether that's copy or the actual creative elements.

And so we have a whole training inside of conversions for clients. It's a [00:08:00] bonus workshop and it's really, really good on how to use AI and chat GPT to write ad copy. That actually sounds like your client, because we don't want this garbage ad copy. That sounds like AI chat. GPT put it out that says like.

I had one the other day that came on and it was like, cool beans, like we don't want it to say that and we don't want it to sound generic. And so this whole training is how do we actually give the right prompts to get the right messaging out that actually really, really sounds like our clients. And so if you're not a copywriter, I think this only helps you.

Like 10 X your business, because now you're going to be able to get some really good copy out when you follow the steps that we provide inside conversions for clients. And it's not just generic gross, like copy it's really dialed in. And so I think that even for us, and I talk about this is like. I can write really good copy.

Like I [00:09:00] was, copy was my biggest struggle when I started as ad management. I openly talked about this, like I was not a good copywriter. Like I can't spell, my grammar's bad, but like I'm not great at copy. And I've honed that skill over the last six years and really really tapped into it. But I would say So I'm going to go ahead and say that like I still like I have these concepts and ideas and I know but I don't always know how to put them out in the most elegant way.

For clients, it's easier for my own business. It is definitely harder for clients businesses. And now, I can write some of the best ad copy with help from ChatGPT because I can put in my client's voice. I can say, here's my big idea. This is like what I'm thinking. Here are the main points I want to make.

Here's the emotions I want to tap into. Can you help me finesse this? Can you help me really refine this? And it does. And now my copies went from like a seven to a 10. Like it's really good copy. And so I think that's one of the things is when you hone in [00:10:00] on a skill. And still like copy, I like worked and worked year after year.

And I do believe that that helped now get my copywriting to a 10 with ChatGPT. But if you're at a one and you try to use it, don't expect to go to a 10. You could be at a one like, ah, I don't know copy and get to a five and then you continue to improve that skill and then you can get up to a 10. So that's where I'm saying, I don't think it's going to fully.

Replace certain things. You still have to know the background and the skill that have some level of what goes into copy. But it can make you look so good to your clients and it helps them. I wrote a whole sales page for a client in two hours with the help of ChatGPT. It used to take me two days. To write a long form sales page and it's great copy.

'cause I, I like really finesse and prompted, other people could say I could build a sales page in 30 minutes with chat GPT, but it's probably not great copy. So that's what I'm saying. It can [00:11:00] enhance what we're already doing. So I think using copy is massive. Now also, a lot of people have been digging into.

Using it for creatives. So that's your static images, your carousels, your videos. And I will say, this is not something I've really tapped into. I have a friend, we were in a mastermind together, and she can make like the most beautiful pictures. And she teaches people graphics from AI. And I know people who do a lot of videos for their clients that don't provide videos.

I saw the other day someone had a video sales letter on their page and it was done with AI. Like it was their point of view, but having an AI like speak it and I'm like, Holy cow! Like this is crazy. And so there are that you can tap into these. So if your clients aren't using video or they don't want to give you photos and you want to lean into like, [00:12:00] Hey, we create these images, like wow!

Go into it. And the crazy thing is I was And I was watching the Instagram guy from Meta and he was talking, I can never think of his name, and he was talking about how in 2025 they're really leaning into AI. And I was listening to Mark Zuckerberg as well on Rogan's podcast and he was talking about like, he was, it was a side note, but he said, you know, this year is going to be really busy at Meta because we're leaning so heavy into AI.

And they're going to be making it easier for creators to put out AI content. No matter what you feel about it, that's the way that Meta is going. So in that case, like, now it takes away this challenge that if clients can't get you graphics, if they don't get you videos, that you have to pull teeth to get that.

Now, if you lean into these skills, holy cow, you're setting yourself up to be like, Top, top, top pick because if someone knows like, Hey, well, you know, like I can, if you [00:13:00] don't want to do video, you don't want to do graphics, that's totally fine. Like we can lean into AI and we'll do that for you. That's a massive upsell on your services.

I'll say it is not something we leaned into with AI. I will embrace it But I'm also someone who's like I don't want to share that like that doesn't feel right to me And that's just my own personal like I will always show up as me I will always show my own images now will my opinion change on that maybe But as of now like I feel like the world needs more human touch with the amount of AI but I do believe that like That's not how everyone feels.

And this is going to open up massive opportunities for you to add these services on, hone these skills and also really, really like just tap into this. And I think that a lot of businesses are going to want something like this. So creative copy, we can definitely lean into using [00:14:00] AI for those. The other one is audience mining.

In conversions for clients, we have a whole lesson on audience mining, and this is something that no matter who you hear talk about, like, oh, just broad targeting, broad targeting, that doesn't work. You have to know the audience. Yes, it will work for some people if the copy is dialed in, but you can't dial in your copy unless you know the audience.

So, audience mining, helping Use AI to help you refine that audience is really, really effective. I created a whole outline on in chat GPT for a client on questions to ask her to, for us to dial in her audience for a copy that I'm writing in a funnel one building for SLO. So I went through and did this whole audience mining sheet that I helped chat GPT and I generated together, and I've done it now with two clients and I go through and I ask them all these questions.

So then all the questions for me to be able to throw back into ChatGPT to help me [00:15:00] with their audience mining, to help with offer creation, to help with writing the copy, it's all in there. And so, but I'm digging down with them. Like that's the human touch. I'm taking these questions and we're really fleshing out.

They know their audience better than anyone. If they have surveys, I'm throwing surveys into ChatGPT asking, like, have you seen any like, Commonalities. What are the 10 biggest stressors? And that's helping us sift through the data, which is something we used to have to do individual. Now we can sift through the data, find common things that come up, and then we're able to ask specific questions, create the offer, dial in on the messaging.

And so using it for audience mining is going to be huge. Like if you're not using it to help with audience mining for your clients, it's a total missed opportunity. This will set you apart from other ad managers. And then, like I just said, data review. This is another way you can really tap into it. So in that case that I just did, I've been doing this for a year and a half with [00:16:00] ChatGPTNL, is throwing surveys, data, large data points, you know, we'd survey everything.

We survey when you come into our program, we survey if you didn't purchase, we survey But for live launching, and so we have lots of data and I used to have to go in and like search through all this myself and I still look, especially with onboarding, I still review all those myself. But when we have large amounts of data, sometimes it's easier just to stick it into chat GPT.

I will and I'll say, can you tell me the top 10 trends that you're seeing with all this data? That helps me get to know them better. That helps me know your, my audience better. That helps me see like, Hey, what are they struggling with? I do this with clients when we're writing copy, like give me any surveys you have.

When I have clients that have tens of thousands of data, I can't go through my, that myself and I can pop it in there and ask for trends. And then also if you've been running a funnel for a while and [00:17:00] you have a lot of data points, throw it in there and be like, Hey, here's all my data. What trends are you seeing?

What things do you think I'm missing? Where are opportunities for growth? And holy cow! And I'm going to show you how to do that in just a second, but you can start to get some like I threw in some of my data, we had three months of running our SLO and I'm really good at identifying data, but one trend that I didn't catch that ChetGBT did, because when you're looking at a bunch of numbers, like I know industry standards, I know our numbers, like I'm looking at that, but there's some trends that like my eyes don't catch and one of them that caught was that we had most of our sales on X day.

Okay. Which was funny and I wonder like, then I started digging into it, does that have something to do with like if they're getting paid on Friday and stuff like that? And then another trend was that on weekends, our sales pretty much came to a halt. Well that makes sense. People maybe they're out and about and things like that.

So when we look at that, we can be like, Oh, okay. [00:18:00] So now if we wanted, we could play with our ad budget. So you need to set up a data project for the ACI expertise. You need to set up a data project for the expertise. And you need to set up a content project. And so, what I want to say is, If you want to continue to work on your content, you need to make sure that you are privately engaged in it.

You need to work on your content. And then you need to set up a data project for your ACI

expertise. But I truly believe that we should be looking at the data first. An example of this is one of our strategist society members came to me and she boxed me and she put together all this data on previous clients, the work that she had done for them and ask to come up with like, And like identity and chat GPT gave her some stuff.

She wasn't a big fan and she said, can you look at this and tell me the trends? I looked at it and I found very different trends than chat GPT did. And the trends that I found were ones that I knew would help her. The trends that chat GPT found were not trends that would help her and what she [00:19:00] was looking to do.

But because I. have mastered marketing and that's just, there's always room for growth. Even if you say you've mastered marketing, there's always room for growth. But I would say I'm a master marketer. My brain just works in that way. And when I looked, I found trends that were actually helpful to her. So that shows where we can use chat GPT, but we should also be using our own brain because chat GPT doesn't have The human element that I know that she's looking for something very specific.

And I could look into those trends specifically for what she needed. And that's a human element. Okay, so we can use it for data review. And the big thing is you can use it for systems. We I talked about this on the last one where, you know, we were paying our podcast.

And I think we're gonna be doing a podcast on this. So, if you want to go ahead and check it out, you can go ahead and subscribe. And I'll [00:20:00] see you guys next time. We don't need them to write show notes from scratch. We use AI to do that. Our graphics are templatized. So like we've really streamlined that portion of our business.

We have so many automations and things that we use for systems. Whenever we get hard conversations that come up in the inbox. We always throw them into ChatGPT with our framework that we use for answering emails that we came up with, like of service is one of our core values. So we always want to come from a place of like, how can we serve you?

But we will put it in there. Like I had an email come through the other day and there has like a whole backstory to it in the legal component. And legally, I wanted to cover my butt, and I didn't want to pay my attorney. So I threw it in there and was like, here's the situation. How can you respond? And said, legally, due to these, these, these, this is how you would respond.

And that was really, really helpful, super helpful. So I think that whenever we look at AI, [00:21:00] how can it help us streamline our business? So we have more profit. I'm all about profit in your pocket. So let's have more profit. And if that means we can streamline elements that maybe before a VA or something like that would have done, then that's great.

And I don't ever want to replace people's jobs, but I'm also someone is like, you have to uplevel your skills. You have to step into a premium service provider. And if you're not willing to do that, AI will replace your job. And I'm not being like, ugly or mean about that or crass, it's just the way it is.

And so, when people want to step up, like, Janessa's job would never be able to be replaced by AI. She is too integral into our business and we need human touch in aspects of our business. Especially dealing with our clients, we want them to have human touch. And so, there are things that we've been able to streamline and take those off Janessa's plate.

Doesn't mean she got a pay cut. We took those off her plate. Now she has more [00:22:00] free time to pour into really serving at her level and she's an executive assistant. So when we look at that, if you are doing the to do task, your job is going to be replaced. So, and y'all should be using systems and AI to get more of your time back.

There's nothing wrong with that. Okay. Now we've talked about like the ways that you can use it, how they're going to help you get your business going, really help you take your business up another notch, another level. Streamline it. Get time back. Now, let's also talk about some of the limitations. We talked about that with the whole client situation and strategist society where Chet PT wasn't giving her like what she wanted, and as a human I was still able to, so we talked about a little bit of that, but I think one of the biggest thing is the over reliance on ai.

When you use it because you're lazy, that's pretty much what it is. I don't like starting [00:23:00] in ChatGPT for ideas. Some people do and I'm not saying that's wrong. I like to have my ideas. I had it already fleshed out and come to ChatGPT to help me like, really refine the words. And so I'm so good auditory, I am not good with the written word.

And so whenever I could record something, pop it into chat GPT, and then say, Hey, can you write me a social media post? That really helps me. And so I'm not telling CheckGPT to come up with the ideas for me, but it's helping like with the copywriting of it. And so I think that a lot of freelancers and people in our industry as a whole are over relying on AI.

To do their job to come up with ideas and I think that I AI should be our assistant Not our boss. And so when I record a podcast episode, I'll throw it into chat [00:24:00] GPT and be like, hey Here's my podcast episode. These are my ideas. Can you write me a social media post? That really highlights the big points that I made That is using AI as an assistant, not my boss.

If I were to come and be like, Hey, I have to re record a podcast. Can you come and give me the idea, all the content? Like, that's just, it's, I don't think it is plagiarism. But to me, I'm like, that's plagiarism. That's not unique to you. That's not your ideas. That's not your thought. And you may be okay with that.

But I do think that there will be this level of intelligence that comes to the market this year where people are like, oh. You're just like looking up stuff on AI, that's not an original thought. And I was on a sales call the other day for Strategist Society, and one of the things she said, and I was like, yes, this is what we do in our company.

She said, every single time I jump on one of your trainings, there's a fresh idea, a new take, something I hadn't heard before. That's what [00:25:00] I'm always striving to do. And that's because I'm not. Using tech GPT to feed me ideas. People who are going to lean on it too heavily, others will notice. Even if they don't consciously notice that the idea is not there, the subconscious will pick up on it.

And so I think over reliance on AI is going to be problematic in 2025. Then there are accuracy issues. Like the other day mine said I had a program that I did not have. It's a program by someone else. And so I think that accuracy issues is a problem and I think if you're using it for facts and like the end all be all truth, that's gonna be an issue.

It's funny because my husband and I were talking about Zuckerberg's announcement about how they weren't fact checking. They were gonna have community notes. And no matter how you feel on it, we were talking and we're like, in what world do you think that like when you get on social media, what you're reading is true, [00:26:00] but so many people do.

But also I look at the news and I'm like, in what world do we take the news as 100% the truth? And so I think it's really important that we're all doing our own research on what's true and what's false. And this goes with chat GPT as well. If it puts something out there, you need, and it is something that, like, you should have a source.

Like, I'll sometimes ask ChatGPT to help me find some stats, and I always say, make sure you add the source. And then I'm gonna go see the source, I'm gonna go see where it said that, I'm gonna read the context. And then, I'll give you the link to that link in the description below. So, that's it. And, so much for watching.

And, I'll see you in the next video. Bye. Bye. Bye.[00:27:00] 

Is this information accurate? And so accuracy issues. That's going to be a thing. And then also like just ethics in AI. I think there's going to be a lot of discussion about transparency. Like, should you have to note if this was created by AI? I think this may start coming up in contracts, like for clients and I'm not an attorney, so I'm not giving financial or legal advice on this.

But like, if you're using AI I think also like when it comes to creating these images and videos, like who actually owns those then? And these are things that I think will be questions that we need to start asking ourselves. And the law is going to be slow to adapt to this. That's just how it is.

The law is slow to adapt, but I do think it's something to keep a pulse on. So when we've talked about this, we've talked about like, What is AI? It's not new. How can we use it to our advantage? Some pitfalls and limitations that I will [00:28:00] experience. And then, on a daily basis, I would say some of the tools that I use and that I think are helpful.

Of course, I have the paid version of ChatGPT. It's 20. I think it's so much better than the free version. You know, we use Canva. But there is like the Canva AI if you want to create the graphics and stuff. I haven't really used that, but like you have that Adobe Firefly. So those are some AI tools for graphics.

I've heard great things about with video production. There's like Synthesia or something and Pictoria. I'm not pronouncing these right, Pictory. And so looking into those, if you want to get into that and then of course, like there's ways to do client reporting through AI and performance tracking and all that kind of stuff that's AI, those may be some helpful resources.

But I would say on a daily basis, we use ChatGPT, the paid, and that's pretty much it. There's probably, I, we do [00:29:00] use some in systems, like Zapier is Kentucky. And then obviously when you go to the website, when you go to the Chrome clip, you go to the email, you go to the Chrome Devices tab, and you click on My Employee, you click on There is a couple of different ways that you can do that, and there's my email address

example, but like you can use it now to like find people's emails and phone numbers if you're doing cold calling and cold emailing. So I shared that system and side of conversions for clients. So even like using Google, you don't have to have all these. It's free. It's free. It's free. And then also for your phone, if you're using it for something really simple like just paying for these paid things, you can use free ones.

Another one is phantom, fathom, something like that that hooks up to your Zoom. We've tested it. It's pretty cool. Like if you're using that for discovery calls, welcome calls, I think client calls, that's massive. And it's free. So definitely tap into some of those that make it just easier for you to be present on the call and then have it take your notes.

I think that's really handy too. [00:30:00] How can you future proof your career with AI? The biggest thing is you have to up level your skill How do you become a master marketer? How do you step into the strategist role? Which is what we're focused on in strategist society ad managers You're not going anywhere, but the ones who use AI are gonna outperform you.

They're gonna charge more also Just up leveling your skill, becoming more of the strategist like I talked about. Your communication, mastering communication is huge. AI can't replace having someone on your team that you can bounce ideas off of. That you can say like, what do you think about this? What do you think about this?

And that partner being able to give strategic advice. And so, but your communication has to be there, that onboarding process has to be in line. So those things are going to prevent AI from taking your spot. If you were just a button presser, you just go into ad manager, set up the [00:31:00] campaigns, AI can replace you.

They can hire a VA to go in there and press buttons, but if you're offering creative, copy strategy, like that, analytics, like, you are not going to be able to be replaced, which is why we teach all of that inside of conversions for clients and then stepping into the strategist role we teach inside of certified and strategist society.

So, it's not going to replace you as long as you're using it to Enhance what you're already doing and you're being more than a button pressor, you will not have to worry about your career. So just to recap, we've talked about the ways you can use it, tap into it, the limitations, some tools you can use, how to future proof your career.

And like I said, I wasn't going to do fearmongering. I'm not, that's the thing. I don't think that AI's gonna replace. Everyone's, and I would [00:32:00] also tell y'all to use your discernment when you're listening to online gurus or whatever that are saying like, you're going to be replaced. AI is like what's happening in 2025.

I see a lot of that. I'm like, Wow. I don't believe that. I think that humans want to work with humans. I think there are some things where humans don't want to work with humans, like with little things like calendar stuff and all that. But at the end of the day, we want to be part of a group. We want human connection.

And I think that's going to actually become more and more as AI grows, people are going to crave human connection more. And so when you provide that excellent service, you have a great onboarding, you have communication skills. When we tap into those human skills that AI can't replace, I think that you're only going to see your business grow.

So my friends, don't let AI scare you. It's not going to replace you. It's here to enhance you. It's [00:33:00] here to help you. Let's embrace it. Let's do the dang thing in 2025. So it is your most productive and profitable year yet. And until next week, my friends go out, serve your clients, scale your business and soar into the success you deserve.