I’ll admit it: AI may be overhyped and everywhere, but some of the tools are pretty darn cool and actually pretty useful. That said, a lot of the time it feels like being tossed in the deep end of the pool without a whole lot of strategy behind it, meaning the results are disappointing or just flat out distracting. I’m an advocate for AI in many aspects, but I still believe in the power of human insight and thoughtful strategy.

Recently, I attended a webinar from ActiveCampaign where they revealed the results from their Spring 2025 report on AI. A few statistics really stood out, including how AI can save us 13 hours a week at work, and 77% of marketers say AI boosts their confidence in their work quality. That really resonates with me because that’s exactly how I feel most of the time. Not only does AI allow me to concentrate on the work that really matters, but a lot of the time, it backs up my plan of action and lets me know I’m on the right track.

Here are four big reasons AI has made me more confident in my work.

It Frees Me From the Noise, So I Can Focus on the ‘Why’

Like I mentioned, AI saves marketers an average of 13 hours a week. It’s not about gaining more time; it’s about mental clarity. Instead of spending hours formatting reports, I can focus more of my energy on better understanding client goals, clarifying the bigger picture, and ensuring every project connects back to important outcomes. Our AI tools help me generate a first draft of a report, highlight key trends, summarize feedback, and much more. Instead of getting lost chasing metrics, I can tackle the bigger questions, making me proud of my work and why we’re doing it.

It’s Not About Laziness, It’s About Leverage

There is a common misconception that using AI means “cutting corners,” but for me, it’s the opposite. I’m not outsourcing my thoughts. I’m leveraging assistance with my repetitive tasks, allowing me to apply more of my thinking, creativity, and experience to the areas that truly need it. AI isn’t deciding on campaign directions or strategies, but it can create various subject lines in a quicker amount of time than I ever could. However, I’m the one making the final decision on which ones align with the brand voice, overall strategy, and which ones can serve as a jumping off point that I should bring to the team. I’m all about using my brain. The tools don’t replace my judgment or knowledge; they help me reach my meaningful conclusions faster.

With a Clear Strategy, AI Isn’t a Distraction

ActiveCampaign’s report highlights a gap: while 82% of marketers use AI, only 23% are applying it across their entire marketing cycle, suggesting many experiment without a clear plan. As I said, a lack of strategy can be dangerous. Jumping into AI without a purpose is just ineffective, frustrating, and adds to the noise. Rushing in could mean auto-generating excessive content without ensuring alignment with any goals or producing outputs that aren’t usable. ActiveCampaign suggests the “Imagine/Activate/Validate” framework that implements strategy and prevents AI from becoming busywork with flashier tools.

Confidence Comes from Contribution, Not Automation

The confidence doesn’t come from AI completing a task for me. The confidence comes from my being able to contribute to other areas of work in more meaningful ways. I can provide clients with deeper insights, not just updates. I can speak up in meetings with stronger conviction and present knowing I have exactly what I need and/or want to share. Instead of sharing data line by line, I can say “Here’s what the data tells us, here’s why it matters, and here’s what we should do next.” It shifts the conversations to a deeper level where I have the opportunity to provide deeper insights rather than just updates.

The Bottom Line

AI is overhyped in some areas and does need careful management. It’s not the easy fix to everything as some suggest, and I don’t think the people who have never used it deserve a gold star. Without a strategy, it can create more issues than it solves in an organization. But when used thoughtfully, AI doesn’t replace us. It enhances our work. It gives us the ability to focus on smart thinking instead of busywork. That’s why, despite skepticism, I see AI tools as capable of being a real confidence booster.