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There’s no shortage of AI tools out there, but instead of chasing everything new, I’m going to share a few practical ways I use Apple Intelligence and ChatGPT in my day-to-day work.
For me, AI is a tool to help me work faster and more efficiently. I don’t typically rely on it for creative development or deep critical thinking.
Artificial intelligence really shines in research, analysis and repeatable tasks. Ultimately, it comes down to using the right tool, writing the right prompts and remembering to double-check the output. If AI gets you 80% of the way there, you’ve probably saved 80% of the time on that task, while still relying on human judgment for the final, and most important, 20%.
Here are the three ways I use AI most often in my day-to-day work.
1. Client Follow-Up Notes from Meeting Transcripts
TKG uses Otter.ai to capture video and transcripts for all client calls. There are several solid alternatives, including Fireflies.ai, Fathom.ai and Sybill.ai.
Most of these tools include built-in AI features, but I’ve found it works best to take the transcripts and use them directly in ChatGPT (Plus subscription).
This approach lets you refine prompts, save them for reuse and allow ChatGPT to learn from context over time. You can also upload reference documentation to guide the output.
I urge you to find out what works best for you, but as Head of Creative and Marketing at a digital marketing agency, I typically start with a prompt like this:
You are the Head of Marketing and Creative at a digital marketing agency. Please take the following meeting transcript and create internally focused notes that cite decisions, to-dos, client frustrations and potential upsell opportunities. Use category headings and bullet points to structure the information. Additionally, draft a follow-up email that is client-focused, highlighting decisions, discussions, to-dos and next steps.
To get the best results, upload and reference any relevant documents and use language that gives AI clear context and direction.
2. Creative Briefs from Meeting Notes or Transcripts
This is similar to the first use case, but instead of post-meeting notes, I’m using transcripts or meeting summaries related to a new project or campaign.
Just like you would in a real conversation, ask the specific questions you’d normally use to build a brief:
- What are the goals?
- Are we following brand guidelines?
- Which personas are we targeting?
- What’s the due date?
- What’s the budget?
You get the idea.
Unlike meeting notes, it’s critical here to upload complete brand identity documentation. That includes language, fonts, color palette, tone, style, positioning, mission, vision and personas. Once that’s in place, you can use a goal-oriented prompt. Here’s my prompt that produced a creative brief that was about 80% complete:
You are the Head of Creative and Marketing for a digital agency. Please turn the attached transcript into a creative brief that highlights opportunities to grow the company from $7,000,000 to $9,000,000.
The output still requires strategic review and refinement, relying on experience and professional judgment to determine what works and what needs more development. Less experienced teams may need to invest additional time to reach that same level of clarity.
3. Using Siri as a Personal Assistant and Researcher
I used to think of Siri as a phone-only tool, but with newer AI integrations, it’s become something I regularly use from my laptop at work.
When Apple Intelligence is connected with ChatGPT, Siri effectively has access to the internet and deeper research capabilities.
You can use verbal prompts for marketing and creative research. Casual language works, but more detail leads to better results.
For example:
“Hey Siri, what is the color of the year?”
That question may return multiple answers if the year isn’t specified. When I followed up with:
“Hey Siri, what is the Pantone color of 2026?”
I received a much more detailed response, including sourced information pulled via ChatGPT.
For more complex marketing questions, Apple Intelligence combined with ChatGPT can be a powerful research tool.
Example:
“Hey Siri, who are Apple’s biggest competitors, and how do they stand out from each other in terms of marketing and brand strategy?”
From there, you can refine the question or dive deeper into the available research.
Final Thoughts
These are my go-to tools and prompts for working faster and more efficiently. Right now, getting 80% of the way there with thoughtful, human-written prompts and then refining the output by hand is what I consider effective use of artificial intelligence.
This is how we’re currently using AI as a tool to support human judgment, not replace it. We’ll continue sharing what works, what doesn’t and how our process evolves as the tools change. Keep an eye out for an upcoming blog exploring how AI is shaping advertising from A to Z.
Note: This blog was written entirely by a real person in Apple Pages, with limited use of Apple’s AI Writing Tools (Proofread and Friendly Tone).
