Reckoning With the Rise of Artificial Intelligence for Marketing


You don’t ask your employees to be something they’re not. You hire them for their personality, their strengths as it relates to their job description, and their eagerness to learn. You elevate them when they perform, and you have uncomfortable conversations when they don’t. It’s time to start treating ChatGPT and other emerging AI software the same way – with a balanced approach. 

Before we dive into the topic of artificial intelligence deeper, let’s acknowledge something: AI is incredible, and it has the potential to make massive changes to industries across the map. ChatGPT has already been used by over 100 million people worldwide. To ignore it, turn one’s nose up at it, or treat it like an unworthy gimmick would be unwise for any business.

How Fortress is Using Artificial Intelligence

We have integrated ChatGPT into our content marketing processes and we have seen results. It has allowed us to produce SEO-driven blogs and landing pages quicker – improving the google rankings for our clients, it has helped us nail down some catchy headlines for ads and social media captions, and it has even helped us troubleshoot some web development challenges. However, the common denominator no matter what project AI assists us with is that the better the prompt, the better the output. Additionally, we’ve determined that even when the prompts are strong, the raw results we see are not yet good enough to publish without reviewing and editing. Not by our standards, at least.

One thing that we have noticed over the last several months is a lot of click-seeking article headlines or short video captions talking about how ChatGPT is going to be the nail in the coffin of countless content creators and other professionals. We’ve heard how it is passing college and business school exams, how its copy is performing better than that generated by human workers, and more. 

Maybe those things are at least partially true. Who are we to say they’re not? But despite that, there is one thing that ChatGPT and other artificial intelligence will never be, and that is truly, authentically human. 

What it Means to Take a Human Approach

At Fortress Consulting we use data to make decisions, just like an AI program does. However, there will always be subtle nuances to content and design that the human eye can easily identify as inauthentic or even inaccurate. The point is this: AI generated content can be fascinating, but at the end of the day it is not the product of thinking. Rather, it a set of extremely well-informed predictions that is meant to mimic human thought. Each brand we build, website we make, logo we design, or video we produce, we take ownership of. We look at it as an art form, and one thing that is true of art is that it requires emotion and experience. Human beings experience emotion and through that process they produce art. Robots do not experience this depth of emotion nor have those necessary experiences.

So instead of thinking ChatGPT should replace the people on your team, think about how it can be used to replace roadblocks in the content generation process and allow you to operate more efficiently.


To close, we recommend that agencies think about ChatGPT and other artificial intelligence like an intern (and an unpaid one at that). Not that interns aren’t human (stay with me) but because interns can help your team significantly if given the right tools and oversight but wouldn’t take a full-time employee’s spot before proving themselves. To take this example further, imagine an unpaid intern writing all of your copy for your brand and for your clients’ brands. That would be a massive risk, due to the fact that they are not nearly as invested into the story of the brand as your existing team, lack proper knowledge of the brand voice, and simply have nothing to lose by delivering mediocre content. The same is true of ChatGPT in its current iteration. 

Just like anything else, you get out of AI what you put into it. Learn how to give it the prompts it needs to provide you with quality results, stay in the loop on its trends and don’t lag behind, but don’t give it the keys to your business just yet.

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.