Artificial intelligence is everywhere – just like the microwave.

What?

AI executives, who have the most to gain from the technology becoming ubiquitous, assert that AI is right for practically every use under the sun. And it’s true AI can be helpful in many situations. But the best way to look at it evokes one of the humblest kitchen appliances.

So, how is today’s AI like a microwave?

You can use a microwave to get started on a meal in seconds.

If all you want is something basic, a microwave can get you there.

But the results you get from a microwave are always essentially the same. You’ll rarely use it when you’re crafting a gourmet meal. Sometimes a frozen burrito is enough when all you need is to scratch an itch. But often, you want more.

So do your customers.

You’ve probably already been told that “soon,” AI will be “indistinguishable” from the greatest writers, artists, and more. But “soon” is always two years away, and you need answers now. Even though AI is the next marketing innovation driving digital transformation, it has to be used correctly.

Your customers already have a word for “microwaved” AI content: slop.

And they’re intentionally tuning it out.

So, what really works?

AI Marketing Strategy in 2026 Comes Down to One Word

And that word is automation.

Marketing automation is nothing new. In fact, intelligent content systems have existed for more than a decade in one form or another. Marketing tools that augment, rather than replace, human strategy and creativity have long been the key to enhancing productivity, achieving more in less time, and maintaining quality.

Simply stated: AI can’t do your job for you, but it can help you do your job.

Just like working with a marketing agency, it’s about delegation vs. control.

Here’s how to strike the balance:

1. Focus on Contextual, Responsive, Event-Driven Digital Marketing

The greatest strength of today’s AI is the ability to spot patterns in huge stacks of data. Even the best-trained human analyst would be baffled connecting millions of data points. Use this to your advantage by fine-tuning responsive, meaningful interactions, especially over email, fueled by customer interactions with your website.

2. Optimize Digital Marketing Delivery by Eliminating Repetitive Tasks

“Necessary, but not important” tasks take up thousands of hours a year in the average marketing team. These include things that require little human inspiration: Ensuring videos are the correct resolution for every social media platform, for example, and cleaning up recorded speech. Here, it’s AI to the rescue.

3. Enable Human Guidance and Oversight at Every Customer Touch Point

Who out there hasn’t found themselves frustrated and impatient on a never-ending phone tree, muttering, “Real person, real person, real person,” to connect to a human being? Thanks to AI, you can offer that same miserable experience across all touch points – so resist the temptation. Humans should always be within reach.

4. Leverage AI to Maintain Brand Consistency and Technical Optimization

When there are lots of tiny details that add up to a desired outcome, AI is the obvious way to go. AI can easily monitor technical details, like nuts-and-bolts search engine optimization, and ensure your brand is using the right images, color schemes, and interfaces to build trust in every situation.

5. Make Time to Understand Digital Marketing Successes and Failures

Whenever anything needs to be taken seriously, it morphs into “engineering” or “science.” No surprises here, but “prompt engineering” is a load of hot wind without a rigorous plan in place to evaluate whether your use of AI moves your brand goals forward. That should include periodic live checks as well as campaign post-mortems.

6. Curate AI-Light and AI-Free High-Touch Spaces

Lots of people already feel awkward “talking to a brand” – so imagine how they’ll feel when they suspect that brand’s responses are generated by AI. Talking to an inanimate object could be a bridge too far for your most loyal customers, so make sure those valued insiders have access to a smaller, human-scale brand community.

Savvy Leaders Get It: AI Isn’t the End for Digital Marketing, It’s a New Beginning

As you read this, lots of companies are delegating core functions to AI – and it’s sowing chaos.

Paradoxically, this era of expanding technology is the best time for leaders to stand up and take center stage. As with any tough question on corporate culture, your people will rise (or fall) to the expectations you set.

By balancing automation with leadership, you can control the message instead of yielding it to a black box LLM. That’s the key to integrating AI without sounding robotic, losing trust, or cutting corners.

New York Ave is a full-service marketing agency that believes in marketing by humans, not robots.® Contact us to get started.