Using AI People in Your Marketing: Cool, But Keep It Real

We recently put together a short AI-generated video for a client where a digital spokesperson explains the benefits of their mortgage calculators. It’s a solid little piece of content—clean, quick, and actually helpful.

Here’s the big picture:
AI is getting really good. But it’s still just a tool.

  1. AI can fill the gap. If you’re not going to make a video yourself, an AI version is 100% better than doing nothing. It keeps your message moving and your brand visible.
  2. But being on camera yourself is still the gold standard. There’s no replacing the trust, credibility, and connection that happens when you show up.
  3. Show-and-tell works. Whether it’s you or an AI presenter, showing your product or service in action makes it feel real—and actionable.

At the end of the day, all the content you’re creating—videos, posts, graphics—should point back to somewhere. That “somewhere” is your website. A thoughtfully built website becomes your home base. It’s where people learn more, engage deeper, and take the next step.

This is part of the hub and spoke model, something Scott Schang has done a great job of articulating. Your website is the hub. All your content—your social media, your email, your videos—those are the spokes leading people back to it.

So whether you’re using AI, filming yourself, or doing both—just make sure your content is connected, consistent, and leading somewhere that matters.

Here is the video.

If you are interested in being more thoughtful in your online marketing and creating your own HUB I’d love to demo our mortgage website platform with you and also the powerful calculator suite you saw in the video above.

Schedule time with me

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Anthony Balsamo is the co-founder of Vonk Digital, a website and marketing platform for mortgage professionals. He's a business owner with two decades of hands-on experience building and marketing companies. First his own mortgage company, now a software company and agency serving loan officers, brokers, and lenders across the US. He writes from the operator's seat, not the sidelines.

Anthony spent the last 20 years in the mortgage industry. In 2006 he co-founded a four-person brokerage and grew it into a multi-state lender that made the Inc. 500 and Inc. 5000 lists, was named the San Diego Business Journal's #1 Fastest-Growing Company, and earned a spot on Entrepreneur Magazine's Entrepreneur 360 list of the most entrepreneurial companies in the country. After selling the company in 2018, he stayed on for over a year to help merge the two organizations.

His focus is how mortgage professionals actually generate business, combining online and real-world strategy across websites, paid ads, email, retargeting, content, SEO, and increasingly AI search.

Vonk provides one part of that picture; but Anthony writes and practices the whole process, from a deliberately skeptical, evidence-first point of view shaped by watching every platform shift, and the recycled "certainty" sold with each one, since 2006.

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