I’ve been looking into how AI is shaking things up in marketing, from AI brand ambassadors to AI-boosted content creation. It raises a big question: who (or what) should really be in charge?
The Contenders
- AI: AI is being used for everything from SEO to super-personalized marketing and automating routine tasks. Some marketers are even using it instead of search engines. Projections from Netcore see AI agents running marketing by 2026, and Microsoft calls this the “Agentic Era.”
- Human judgment: Despite AI’s growing role, CMOs still think human insight is essential.
The Breakdown
- AI: AI’s potential is huge, possibly unlocking billions in marketing measurement value. It can personalize marketing at scale and automate many tasks. On the flip side, relying too much on AI could lead to a loss of creativity and the human touch.
- Human judgment: Human oversight can ensure marketing stays creative, ethical, and aligned with overall business goals. However, relying solely on humans might mean missing out on the efficiency and scale that AI offers.
The Verdict
The best approach seems to be blending AI’s power with human wisdom. Use AI to handle the data-heavy tasks and personalization, but keep human judgment in the loop for strategy, creativity, and ethical considerations.
