Skip to main content
ESSV Log in
Book my call

Marketing with AI and automation: what to delegate and not

Which parts of your marketing to delegate to AI and automation and which not, what the law and Google say and how to set it up with human review.

Héctor Redondo, CEO and founder of BAI Business CEO and founder of BAI Business

Published on Reviewed on 8 min Visibility and marketing

Contents
  1. Why now
  2. What to delegate and what not
  3. What the law and Google say
  4. How to set it up with human review
  5. What we have built at BAI
  6. What to do now
  7. How we checked this
  8. Sources

> Declaration of interest: BAI Business offers a digital marketing and social media solution with artificial intelligence and publishes this article. It is signed by Héctor Redondo, CEO and founder of BAI Business. This is not legal advice.

Today I want to talk about which parts of your marketing you can delegate to artificial intelligence and automation, and which you are better off still doing yourself.

Delegate the drafting and formatting work: the month's calendar, the first text of each post, the adaptation of the same content to each network and the scheduling. Do not delegate your voice, what you promise, prices, replies to a complaint or anything that says something about a real person. And let a person approve everything that goes out before it is published.

Why now

According to the INE, 69.7% of companies with 10 or more employees and an internet connection use social media (first quarter of 2025). Being on social media no longer sets you apart; what sets you apart is that what you publish sounds like your business and brings customers. That is where the tool helps, and where, badly used, it does more harm.

What to delegate and what not

Task Delegate? Why
The month's calendar (what is published and when) Yes, with the topics you choose It is ordering, not deciding what you are
First draft of each post Yes Writing from scratch is what takes the most time
Adapting an article from your blog to a post for each network Yes Same content, different format
Scheduling and publishing Yes It is pure automation; AI is not needed
Measuring which post brought visits Yes A different link per post is enough
Your brand voice No You define it once: how you speak, to whom and what you would never say
What you promise: results, deadlines, guarantees, prices No If it is not true, it is misleading advertising and you sign it
Replying to a complaint or a bad review No, or only a draft of yours that you review One sentence out of tone costs more than the complaint
Photos or videos of customers and your team Not without each person's permission It is their image and their data

What the law and Google say

  • What you publish must be true. The Unfair Competition Law considers unfair, as misleading, any conduct containing false information, or true information that induces error, about the characteristics of what you offer (article 5.1). The law looks at what is published, not at how it was written. An AI tool can invent a fact with complete confidence, so every text gets read.
  • Images and videos that look real. The European AI Regulation defines a deepfake as image, audio or video content generated or manipulated by an AI that resembles real people, objects, places or events and could make someone believe it is authentic. Whoever deploys it must make public that it is artificial (article 50, paragraph 4). If it forms part of a manifestly creative, satirical, artistic or fictional work, it is enough to say so in a way that does not get in the way of enjoying it. A generated photo of "a customer" who does not exist also deceives: do not use it as if it were real.
  • Text. The same provision asks for disclosure that a text was generated by an AI when it is published to inform the public on matters of public interest, unless a person has reviewed it and someone holds editorial responsibility. A commercial text about your business is, in principle, not that, and you review yours besides.
  • Tools must mark what they generate. Paragraph 2 of the same article obliges providers of AI systems that generate synthetic content to mark it in a machine-readable format. That is the obligation of whoever makes the tool, not yours. Regulation (EU) 2026/1744 gives systems that were already on the market before 2 August 2026 until 2 December 2026.
  • Google. It accepts the use of generative AI to research, structure original content and write pages when it adds value for those who read them. What it treats as scaled content abuse is producing many pages without value to manipulate results. And it asks you to check the facts of everything an AI generates before publishing it. This applies to your blog; social networks have their own rules.

How to set it up with human review

  1. Define your brand voice in three sentences: how you speak, whom you address and what you would never say.
  2. Give the tool your real data (your products, your services, what you say about your business) and nothing more. So that it has nothing to invent from.
  3. Set the month's calendar with the topics and offers you choose.
  4. Read every text before it goes out. If there is a figure, a deadline or a promise, check it.
  5. A different link in each post, to know which one brought a visit or a contact.
  6. Review once a month which posts brought contacts and repeat what worked.

Imagine a florist with a single person in the shop who posts a photo when she remembers. Now she spends an afternoon at the start of the month choosing the topics (Mother's Day, a seasonal bouquet, an order for businesses), the tool prepares the drafts and she reads them, changes two and approves the rest. She puts a different link in each post and at the end of the month she knows which ones brought a message. (An invented example, not a real customer.)

What we have built at BAI

According to what we publish on our website, BAI defines your brand voice with you, analyses your marketing and your competitors' and proposes a starting plan. Each month you choose the topics and offers, artificial intelligence writes the posts in your voice from your real data, and you review them and approve or change them before they go out. Your products are published with one click on Instagram, Facebook and, as a post, on your Google listing; each article on your blog becomes posts for each network; and each post carries its link, so each month you see which ones brought you visits and contacts. According to that page, it only uses the data you give it. Even so, step 4 above is yours: read what comes out.

What to do now

Pick a week and make the calendar by hand: what you say and when. If you later want someone else to draft it for you, you already know what to ask for. If you want to see how we do it, there is digital marketing and social media. And if you have little time for content, see the content strategy for a small business short on time.

How we checked this

The texts of Regulation (EU) 2024/1689 and Regulation (EU) 2026/1744 are those of EUR-Lex, read on 11 October 2026. Article 5 of Law 3/1991 is the consolidated text from the BOE, read on 11 October 2026 (last published update 27 December 2025). What Google says is its Search Central help page on AI-generated content, consulted on 10 October 2026. The INE figure is from its press release for the first quarter of 2025. What I say about BAI comes from the published page of the solution. I wrote it with the help of artificial intelligence from those sources; I sign it myself.

Sources

Visibility and marketing

seo and visibility

Keep reading