AI Can’t Save Your Online Presence: Focus on the Basics in 2025

As businesses in Trinidad & Tobago brace for another challenging year in a tough economic climate, the allure of artificial intelligence (AI) calls to Trinis like a ‘Ladjablès’ in the night (sigh… look it up youngsters). Forward Multimedia recognizes the AI wave, which is a wave we all must ride in 2025. It’s tempting to think that these innovations might be the silver bullet for solving all online woes. But while AI has its place, relying on it as the savior for your business’s online presence is not just unrealistic—it’s risky.

Our focus will be on solid websites and tried-and-true marketing fundamentals, which remains critical, especially in our unpredictable economy, which, for the first time since independence, every single economic indicator is down. The advice below is what we are going to follow ourselves.

AI tools like ChatGPT, automated design platforms, and predictive analytics are impressive, but they are not magic solutions. AI excels at streamlining processes, personalizing user experiences, and analyzing data. It’s also disrupting traditional SEO practices, even offering more DIY SEO for those so inclined. Trinis are getting getting giddy on the promise. However, these tools require a foundation to build on—a strong, well-designed website and a clear marketing strategy.

It’s understandable that Trinis would look to AI to add a different dimension to their businesses that has the potential for better results. The last few years, and especially this past year, have been exceptionally brutal, and we’re all exhausted; most all available resources to sustain and grow our businesses have been tapped out. We are all hoping AI is as ‘I’ as we think it is is.

It’s hard to believe that with the growth in TT websites over the years, to the point now that more than 90% of businesses have one, most are sub-optimal and, as a result, under-performing. We’ve all experienced the disappointment after the Google search that returns so many local sites, and every one you click has you wondering how it got on the first page. In the land of the blind, the one-eyed man is king, that’s why. Your website needs to:

• Clearly communicate your value proposition
• Look aesthetic, user friendly & reflect your brand
• Load quickly and function seamlessly
• Be current and look like it’s continually updated
• Be optimized for mobile users (a majority in today’s market)

No amount of AI can make up for a poorly designed, outdated, or confusing website. In fact, AI tools often work best when they are enhancing an already robust digital presence. It’s so surprising that still, in today’s day and age, many brand-name companies in Trinidad & Tobago have very poor websites with little or no valuable information.

Great marketing is built on timeless principles that have never, ever, never, changed since the dawn of marketing. As the old people say, you can jump high or jump low, these principles will outlast even AI.

• Knowing your audience.
• Crafting a compelling message.
• Consistently delivering value.

AI can support these efforts by providing insights into consumer behavior or automating repetitive tasks, but it cannot replace human creativity and strategy. A well-executed email campaign, a persuasive ad, or a relatable social media post often connects more effectively than any AI-generated content.

On a positive note, many local businesses are doing a great job without AI, with simple raw videos that are very relatable, and are actually more compelling when it shows Trinis being Trinis.

Economic challenges force businesses to focus on ROI. AI tools often come with subscription costs and require proper implementation to be effective. In a market like Trinidad & Tobago, where budgets are tight to scrunting, businesses must prioritize essentials:

• A website that serves as an active business tool, not just a digital brochure.
• Marketing efforts tailored to our local culture and economic realities.
• Investing in flashy AI tools without fixing these basics is like building a house on sand—it’s unsustainable.

Most Trini businesses are using the free AI versions of ChatGPT, Gemini, Canva etc., and for the most part, these will suffice. AI is also now built into many apps you are already paying for, like those of Microsoft with their Copilot AI, so by all means use it. It’s always best to exhaust the free or low-cost versions of tools before upgrading to the paid versions.

AI is an incredibly powerful tool, but like any tool, its effectiveness depends on how it is used. The key to leveraging AI in your business is to recognize its strengths and limitations, integrating it strategically into your existing workflows rather than relying on it to replace foundational elements of your digital presence.

Here are a few practical ways to strike the right balance:

“To prompt or not to prompt” is not even a question… it’s the answer. It’s actually spawning a whole new skill requirement as it is the very heart of harnessing AI tools effectively. A well-crafted prompt acts as a guide, steering the AI to deliver results that align with your goals. The specificity, context, and clarity of your prompt can significantly influence the outcome, whether you’re generating content, analyzing data, or automating tasks. The image at the top of this article is a good example, which you can see clearly is AI generated; it took about three tries to get it right, and would have taken a few more to get it perfect.

The better you articulate your needs, the more precise and useful the response. With AI becoming an integral part of business and creativity, Trinis will need to master the art of prompting to ensure you unlock its full potential. There is a term for this from way back in the early days of computer programming which is GIGO… Garbage In, Garbage Out… the main reason why our country is in the mess it is in today.

AI shines when it comes to automating repetitive or time-consuming tasks, freeing up valuable time for you and your team to focus on strategy and creativity. We are already using it for content creation and optimization and there are other applications as well. For example:

• Customer Support: Use AI chatbots to handle basic inquiries, such as order tracking or FAQs, but ensure there’s a human escalation path for complex issues.
• Email Marketing: Automate personalized follow-ups based on customer behavior, but take the time to craft compelling, targeted messages that feel authentic.

Live chat widgets have never been popular on T&T websites, mainly because of the needed personnel to manage it. However, the Whatsapp widget have now become more common. AI chatbots have the potential to refine the process but it will depend on the nature of the business and the customer profile to determine if it will make sense.

Trinis are not using Email marketing is not used as much as it should be, and those who do, are not doing so optimally.

AI tools are excellent at analyzing data and providing insights, but decision-making should always involve human oversight. There is AI- Artificial intelligence, and AI- Actual Intelligence. We Trinis have to remember we have our brain too.

• AI can identify which marketing campaigns are performing best, but only a human can interpret why a specific ad resonates with the audience.
• AI-generated content ideas might give you a starting point, but adding your unique brand voice is what makes the message memorable.

By using AI as a supportive assistant rather than a decision-maker, you can maintain control over your brand’s identity and strategy. AI can’t think like a Trini yet… we’d probably like to think we have a really unique island brain… but AI will eventually catch up. Till then don’t totally depend on AI, and don’t sell yourself short with your own innate abilities and understanding of our local market.

AI tools can enhance your existing efforts, but they cannot substitute for a strong foundation. For example:

• AI can optimize your website’s SEO performance by suggesting keywords, but it cannot fix a poorly designed website or broken user experience.
• AI can provide creative inspiration for social media posts, but it cannot replicate the cultural nuances and local knowledge that resonate with audiences in Trinidad & Tobago.

This is one of the main failings of local business owners, the strong foundation. They look at SEO… how can I get found, but are unprepared for the visitor when they do come through the door.

In a failing economy… and yes, it’s failing, it’s tempting to jump on the latest trends. As the saying goes, a drowning man will grasp at a straw. But every AI investment should be evaluated for its return on investment. Ask yourself:

• Will this tool save time or reduce costs significantly?
• Can it improve customer satisfaction or conversion rates?
• Does it fit seamlessly into our existing workflows?

AI is definitely not a trend, and is a game-changer, but only if it’s applied thoughtfully to address your real business needs. Of the bat, it is helping workflows with image generation, copywriting, and social post captions; we see it and use it ourselves everyday. But with Trini business owners being so involved in daily operations, it’s hard to step back to look at the strategic view and evaluate fancy business acronyms like ROI when you’re ducking phone calls from suppliers. Realistically, who has time for that?

As AI continues to evolve, it will play a significant role in how businesses operate. But remember, the fundamentals of web design and marketing are not going anywhere. For businesses in Trinidad & Tobago, success in 2025 will depend on focusing on what really matters—clear communication, user-friendly websites, and relatable marketing campaigns—while integrating AI as a supportive tool.

Web and digital agencies like us need to embrace AI and adapt to its capabilities can provide greater value to our clients. For clients, understanding AI’s potential and limitations is key to working collaboratively with agencies and achieving sustainable growth. AI is not a replacement for expertise—it’s a tool that, when used wisely, amplifies the impact of skilled professionals.