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10 Expert Tips to Supercharge Your Marketing with AI

(Scott Empringham’s Playbook) Scott’s playbook has helped everyone from car dealerships to agencies run smarter, more personal, and more efficient marketing. This blog breaks down his top 10

(Scott Empringham’s Playbook)

Scott’s playbook has helped everyone from car dealerships to agencies run smarter, more personal, and more efficient marketing. This blog breaks down his top 10 tips, shows you how they work in real life, and gives you everything you need to test these ideas for yourself. Let’s dig in.

You don’t need to be a tech wizard or have a Hollywood film crew to take advantage of AI in your marketing. Scott Empringham, who’s guided massive brands and scrappy businesses alike, has developed a down-to-earth approach to turning AI from “buzzword” into “bottom-line results.” I’ve pulled together his most actionable tips, plus practical examples, so you can start using these strategies today—even if you’re juggling meetings, creative blocks, and the never-ending quest for more leads.

Silhouette of a man standing in front of a whiteboard illuminated by intense pink and red lighting, with a glowing gear symbol containing the letters “AI” on the left. The whiteboard contains blurred and partially legible marketing terms such as "ROI," "Marketing," and "Maldetting," suggesting a presentation or brainstorming session about artificial intelligence in marketing.

Why Marketers Are Talking About AI (and Actually Seeing Results)

AI isn’t just for sci-fi movies or giant tech companies anymore. Whether you’re a solo content creator or running campaigns for a global enterprise, AI has tools that save you time, money, and headaches.

1. Swap Out Costly Spokesperson Videos with AI Avatars

Video is non-negotiable in today’s marketing toolbox, but shooting over and over again? Painful on your budget (and your schedule). Scott recommends filming your real spokesperson just once in good lighting, then using a tool like HeyGen to generate unlimited localized video ads with AI avatars.

Illustration of a man in a suit sitting at a desk with multiple screens showing video call participants, charts, and AI-generated avatars. A clock and the phrase “One Recording. Infinite Reach.” are prominently displayed above, with branding for HeyGen and upward-trending growth graphics suggesting scalable digital communication or marketing.

Example:

A car dealership might have their spokesperson record a quick intro. With HeyGen, you instantly create dozens of variations with the same presenter, tailored for different cities, languages, and offers. No more calling them back for every new promo (or shelling out thousands each month).

Pro tip:

Remember, this doesn’t mean your videos become robotic. Capture genuine energy in that one shoot, then leverage AI to translate, localize, and multiply your message.

2. Make Hyper-Local Video Ads Using AI Customization

Blanket ads are the marketing equivalent of shouting into a crowd. For Scott, AI is about getting personal at scale. Generate hundreds of videos tailored by zip code, language, or local landmark so each customer feels like you “get” their world.

How does it work?

It’s a bit like mail merge for video. Plug your data (city names, landmarks, offers, languages) into HeyGen and the AI delivers custom scripts and avatars for each segment.

Scott’s Story:

For a dealership in Bergen County, Scott created variations that shouted out specific malls, parks, and even spoke Spanish or Chinese when needed. Result? Higher trust and way more relevance in each market.

3. Qualify Leads Automatically Using AI Voice and SMS

Not every lead is worth your sales team’s time. Scott suggests using AI agents to confirm contact info and measure intent via automated text and voicemail before a human even picks up the phone.

Actionable Example:

When someone fills out a form for a test drive, an AI voice agent immediately calls or texts to confirm details (“Are you still interested? Text YES to continue.”) Only legit, engaged leads move forward.

Key benefit:

This not only filters out bots and fake emails but also means your salespeople spend their time with real, motivated prospects.

4. Use AI Voice Agents for Rapid-Fire Follow Up Calls

Ever had that pile of “maybe” leads who are impossible to reach by phone? Enter AI voice agents like “Yuri”—Scott’s favorite digital salesperson.

What can these voice agents do?

  • Call prospects in real time.
  • Answer frequently asked product questions (even about things like vehicle towing capacities on the spot).
  • Book appointments directly into your CRM.

Scott’s Take:

It’s like cloning your top salesperson and having them follow up instantly, every time. No more lost opportunities because someone was out at lunch.

5. Build and Share AI Video Testimonials for Social Proof

Trust makes or breaks a sale. Scott found that user-generated content (UGC)–style testimonials, even when created with AI avatars through tools like Captions AI or HeyGen, often outperform traditional polished videos.

Imagine:

You want to showcase raving fans but hate chasing people for testimonials. Use AI to generate micro-influencer-style videos featuring personalities that resonate with different audiences.

Fun fact:

Sometimes, these virtual “fans” actually convert better than real influencers. Audiences value the relatable tone and diverse representation.

6. Repurpose Podcasts (or Any Long Video) into 60+ Content Pieces

If you’re spending time (and money) on webinars or panels, you want more than just one shot at attention. Scott recommends using AI tools to turn a podcast into dozens of bite-sized videos, quotes, captions, and social posts.

Real-world impact:

Uploading just one podcast to AI tool can result in:

  • LinkedIn carousels
  • Instagram Reels
  • YouTube shorts
  • Branded quote cards

You can fill your content calendar for a month, save hours of editing, and keep your messaging consistent.

7. Embed Personalized AI Video Emails to Skyrocket Open Rates

Nobody gets excited over a generic sales email. Scott’s trick? Adding an AI-generated personalized video (with the recipient’s name, company, or even local reference) inside email outreach.

What happens:

  • Recipients click the video.
  • Engagement rates can shoot to 100%+ because people forward those “look what they made for ME” emails around the office.
  • Scott had a 140% open rate, yes you read that right! 140%!

How do you pull this off?

Combine mail merge logic with HeyGen or similar, then drop the custom video into your email platform. Try it on your next campaign and watch the click-through spike. Watch Scott talk about his campaign here!

8. Automate Post-Event Discovery Calls

If you run webinars or collect sign-ups, you already know the pain of chasing attendees for feedback or next steps. Scott advises automating follow-up with AI agents who can:

  • Call prospects right after registration.
  • Ask qualifying questions (“What stood out for you?” “Where can we help most?”).
  • Log their answers straight to your CRM.

Result:

Your team spends less time on manual calls and gets richer, more structured data about prospects’ wants and pain points.

9. Share “Too-Good-To-Say-No” Free Value

AI makes it possible to create genuinely useful deliverables fast. Scott’s tip is to wow potential customers with irresistible free assets during calls or demos, such as:

  • Ideal Customer Profiles (ICPs)
  • Lead magnets
  • Tailored 30-Day Marketing Plans

Real quote:

“If you can offer so much value up front that people crash your booking link trying to get a slot, you’re doing it right.”

Try this:

Use AI to prep deliverables. Whether it’s a clever lead magnet or a full campaign plan, go big (and automate the creation process).

10. Always Keep a Human in the Loop

All the automation and avatars in the world won’t save you if you go fully hands-off. Scott’s final (and fiercest) advice is simple:

  • AI tools are not immune to misuse, glitches, or awkward moments.
  • People can try to “game” bots, and issues can spiral if left unmonitored.
  • Always double-check, audit, and review key touchpoints.

Anecdote:

Scott shared a story about a client who loaded their AI bot with enticing offers, only to find night-owl users repeatedly trying to trick the system into giving away freebies. Now, all incentive data is walled off and humans approve anything sensitive. Lesson learned.

Bringing It All Together: Start Where It Makes a Difference

Integrating AI into your marketing isn’t about ditching your whole strategy or losing your brand’s personality. Scott’s tips are about scaling your best efforts, saving time, and connecting with prospects in ways that truly feel personal.

Quick Start Checklist (Pick One to Try This Week):

  • Film a spokesperson video and play with HeyGen to create a few “localized” versions.
  • Draft one campaign where leads get an AI call or text before a human follow-up.
  • Repurpose your next podcast episode into multiple clips using a tool like Opus.
  • Embed a personalized AI video inside your next round of outreach emails.

And always, always check your work. AI may grab attention, but your judgment is what keeps marketing genuine.