AI is a big term that needs lot of things. I advice that better focus on reducing cost through automation and AI is one of the tools that helps in the middle of all that.

Step 1: Define all processes, start with back end that is standard for any business, including marketing.

Step 2: Apply Business Analysis to define optimising areas

Step 3: Automate those areas but measure end to end so you dont just have one tool that is great at one thing.

Step 4: Then integrate AI in the step that need content generation or research (to start)

If you want to know about tools and how to do this then reach out