Each week, Marissa answers questions from the Creative Intelligence Pro community. To have yours answered in a future issue, just reply to any Creative Intelligence email!

❓ A competitor is clearly using AI to spam my social ads and retarget my customers. Can I use AI to retaliate?

Marissa's response:

Of course you can. But what game do you want to play?

Competitive analysis is a standard part of a performance marketer's approach. It's a compliment that you're doing something worth investigating and modeling – and it's a tactic you can use too.

How can you use the extra attention from your competitor to increase trust and connection with your audience?

Your competitor may be able to see your ad targeting, or what keywords you're targeting, but they can't see inside your clients' brains.

Your competitor doesn't have your case studies, your history and background, or your unique processes and methods.

How can you use AI to double down on these differentiators? You might try one or more of these in ChatGPT:

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