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This week, we're diving into AI's true impact on marketing with professor, author, and technology expert Shelly Palmer. Shelly explains why many marketers misunderstand AI's potential. And the danger of ignoring the technological shift we’re all experiencing.
—Elena
AI will do "95% of what marketers use agencies, strategists and creative professionals for today.”
This prediction from OpenAI CEO Sam Altman has sparked serious debate in marketing circles. But it misses a crucial point—automation shouldn’t be why agencies are paid in the first place.
The real power of AI in marketing.
Too many marketers compare AI capabilities to human ones. That's the wrong approach.
AI excels at automating execution. Think testing different button colors, resizing graphics, or personalizing content for different channels. While humans might test a dozen variations, AI can test hundreds instantly at minimal cost.
This shift will impact marketing in three major ways.
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AI handles productivity over creativity. The goal isn't replacing human creativity but supercharging efficiency. AI handles repetitive tasks while humans focus on strategy and innovation.
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Cost advantages. Companies that embrace AI automation gain significant cost advantages. Even small efficiency improvements across many tasks add up to major competitive benefits.
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AI and the agency evolution. Agencies won't disappear, but their value proposition will change. They'll focus more on unique data insights, strategic guidance, and managing specialized AI systems.
Marketing teams that resist this change risk falling behind more efficient competitors. The future belongs to those who understand AI's true strength. Which is not mimicking human capabilities but transforming how marketing work gets done.
“How CMOs, agencies and consultants are clashing over AI usage”
This Ad Age article summarizes a presentation from Shelly Palmer at the ANA’s Masters of Marketing Conference, covering why brands that don’t commit to AI will find themselves falling behind competitors.
Humans and AI have different roles.
“You will never add a column of numbers faster than Excel. Why would you try? We have to separate creativity and execution. And we have to separate the magic of being human from the calculation capability of AI."
— Shelly Palmer
