Why AI isn’t replacing you (yet)

In 2022, a McKinsey report stated that AI in marketing was helping upskill teams, optimise processes, and drive business growth. Fast forward to 2025 – that statement still holds. 

According to Adobe’s 2025 AI and Digital Trends report, 86% of marketers say generative AI significantly increases content speed and volume. And with tools becoming more accessible and more powerful, the real question isn’t if you should use AI in marketing — it’s how. 

So, what is AI marketing? 

AI marketing is using artificial intelligence tools to help with campaign planning, content creation, customer insights, personalisation and performance tracking. In other words — you’re letting the tech help you do your job better. 

While AI won’t replace creativity (more on that later), it will enhance your capabilities across every stage of the funnel. 

Some of the most popular and practical use cases include: 

• Generating content faster – especially for idea generation, outlines, or drafts. 

• Data analysis & insight extraction – understand customer behaviour, campaign performance, and trends. 

• Personalised content creation – tailored messages at scale based on customer preferences. 

• Campaign optimisation – real-time adjustments to maximise performance 

• Customer segmentation & targeting – identify and reach the right audience faster 

• Performance analytics – digest data from multiple channels to inform strategy 

• Visual & video asset creation – 41% of brands now use AI for video, up from 18% last year 

• Summarising research & articles – a huge time-saver 

• Predicting customer behaviour – forecasting outcomes based on historical data 

• Competitor analysis – get the edge with faster research and comparisons 

AI can also support with campaign testing, email automation, chatbot workflows, and more – but the key is to choose tools that actually serve your goals. 

Even tools like Grammarly and Canva have integrated smart features that marketers use daily without even thinking of them as “AI”. 

Is AI reliable? 

AI isn’t a magic wand, thus it’s not a perfect tool. And with any tool, it comes with its risks: 

• Quality and authenticity – AI-generated content often lacks originality and the human touch. Excessive use of AI can result in robotic writing, leading to disengagement and diminished trust. Who would enjoy reading this? 

• Content accuracy – Tools like ChatGPT can “hallucinate,” making up facts or statistics. If you’ve ever clicked on a source only to land on a homepage… you know that something is wrong. 

• SEO impact – Google deprioritises sites with heavily AI-generated content. The same applies to LinkedIn and Instagram with the new rules around AI. 

• Over-reliance – Depending on AI to replace human strategy or creativity is a fast way to dilute your brand and destroy your trust among customers. 

• Brand voice inconsistency – Without proper review, AI outputs can feel disjointed from your tone or message. 

So, answering the question – AI is a reliable and powerful tool, but only if it’s used strategically. 

A quick case study 

Back in 2016, The Washington Post started using a bot called Heliograf to report Olympic results. It was a semi-automated system that relied on human-written templates. As soon as an event ended, the bot pulled in the data and published short stories in real-time. 

Smart, efficient, and fast – but not without oversight. This kind of balance between human creativity and AI efficiency is the model many marketers are now aiming for. 

What’s Next? 

While the use of AI in marketing is growing rapidly, there’s still a lot we don’t know. Its impact continues to evolve, and many of its long-term effects are still under-researched. 

One thing is clear: AI is not a passing trend. And if you’re still passing by, it’s time to lean in, not resist. 

We’ll be exploring more AI use cases, tools we recommend, and how we use them in our campaigns. Don’t miss it – save our page for the future.