Artificial Intelligence (AI) is no longer a far-off fantasy — it’s transforming how small businesses market, sell, and operate in real time. But with all the hype and noise around AI, many business owners are asking: “Should I invest in AI marketing tools now, or wait until the technology matures?”
We sat down with Charles Sears, partner at Torque MSP and a veteran in marketing and IT, to break down what business owners need to know about AI in marketing — and why now might be the right time to act.
The Reality: AI Is Already Embedded in Marketing
AI isn’t the future — it’s the present. Charles explains:
“I’ve personally been using AI in marketing since 2020. It helps speed up processes, improve productivity, and reduce human error.”
From generating targeted content to optimizing ad campaigns, AI tools like ChatGPT, HeyGen, Sora VO, and others are already driving results for businesses. If you’re still waiting for AI to “arrive,” you’re already behind.
The Upside: Faster, Smarter, More Scalable Marketing
AI tools can:
Create personalized content for specific customer profiles
Automate repetitive tasks like email marketing or lead generation
Provide data-driven insights faster than any team of analysts
Power video marketing with tools like HeyGen and Sora VO
The result? You save time, reduce cost, and connect more meaningfully with your audience.
Charles shared:
“Generative AI allows us to produce content tailored to our clients’ ideal customers, without starting from scratch every time.”
Charles Sears, owner of Torq MSP in Bakersfield, CA discusses AI marketing tools and if you should invest now or wait?
The Downside: Privacy & Ownership Concerns
But with great power comes great responsibility — and risk.
“You’re putting your likeness and data into systems you don’t own. Read the fine print,” Charles cautions.
Many free AI tools use your data to train future models. That means your voice, face, or business data could potentially be reused in ways you didn’t intend.
This is why companies like Torque MSP build custom AI tools tailored to individual businesses — ensuring privacy and control while still harnessing AI’s full potential.
Where to Start: Begin with What You Know
If you’re overwhelmed, start small. Charles recommends:
Use ChatGPT like you would talk to a teammate. Ask it questions.
Invest in the paid version if you rely on it regularly — it offers higher usage limits, better results, and more features.
Hire a team if you want to protect your data and build AI solutions specific to your business model.
“If you’re not using it, you won’t learn how it works. Start now — not someday.”
AI + Sales: Aligning for Success
One of the biggest misconceptions is that AI replaces people. In reality, it empowers them.
Torque MSP helps companies use AI to enhance their sales efforts:
Pre-qualify leads with AI-driven chatbots
Use customer data to customize offers
Train sales teams with insights from AI-generated reports
“AI helps you show up where it counts — top of the search or AI results — and then routes that call to your team.”
Marketing Agency Tip: Don’t Just Sell Deliverables, Sell Outcomes
One of Charles’ biggest lessons? Don’t settle for marketing agencies that sell you widgets (ads, flyers, websites) without focusing on the result.
“We measure everything against outcomes — not just activity.”
Good marketing isn’t just about showing up; it’s about making sure every investment leads to growth.
Real Talk: Most Businesses Struggle — and That’s Okay
Charles didn’t get here overnight. He’s launched and closed nearly 9 businesses before building what he has today.
“Every business that didn’t work was a lesson. Success doesn’t happen in a straight line.”
Whether you’re just starting out or rebuilding, AI tools can give you the leverage to scale smarter — as long as you’re willing to try, test, and iterate.
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So… Should You Invest Now or Wait?
Here’s the bottom line:
AI is here and evolving fast.
Small businesses already using AI are pulling ahead.
The barrier to entry is lower than you think.
Waiting might feel safe — but it could cost you more in lost opportunities, outdated processes, and missed connections.
As Charles puts it:
“The win is just around the corner — as long as you keep trying.”
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Ready to Get Started with AI?
Don’t wait for perfection. Start simple. Test tools. Talk to experts. And remember — marketing is no longer just about content. It’s about context, speed, and outcomes.
Need help? Consider working with AI-savvy agencies like Torque MSP to build sustainable, scalable marketing systems that evolve with your business.
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