Top 4 Ways We Use AI to Boost Strategy and Creativity

Artificial intelligence is changing the way marketing teams work, helping us gather insights, save time, and spark new ideas. At vitalink and Forma Life Science Marketing, we’re using AI thoughtfully: as a tool to support strategy and creativity, not replace them. 

Here are a few of the main ways we’re putting AI to work:

1. Smarter Research and Competitive Insights

AI helps us quickly understand how our clients and their competitors are performing online, including where they rank in local searches. These insights help us identify what’s working, where there are opportunities to improve, and how to refine our strategies.

Beyond that, generative AI saves time on large-scale research and summarizing information. It’s a great brainstorming partner, but mainly as a starting point to build on. From there, our team refines ideas, checks facts, and shapes the final strategy using our experience and understanding of each client’s needs.

2. Supporting Brand and Campaign Planning

When planning a new brand rollout or marketing initiative, we use AI to evaluate different tactics and timing options. It helps us think through potential scenarios and explore audience trends, so our recommendations are grounded in both data and creativity.

3. Brainstorming and Ideation

AI tools can help kick off the creative process by offering prompts or initial directions to explore. We use them to get ideas flowing, then build on those concepts collaboratively. The goal is never to rely on AI for the answer, but to use it as a springboard for better thinking and stronger outcomes.

4. Exploring Image and Video Generation

We’ve also tested AI tools for creating images and videos, especially for situations where we might normally turn to stock visuals. As we’ve learned, it all comes down to the prompt. Getting the generator to understand a simple request can take a lot of trial and error, and even then, the results often need several rounds of revision.

At best, AI image and video tools are useful for rough comps or early-stage ideas. They can help visualize a concept, but they rarely save time compared to traditional design workflows. Still, they’re worth exploring as these technologies continue to evolve.

At vitalink and Forma, AI helps us think faster, plan smarter, and explore more creative possibilities, without losing the human touch that defines our work.