First published in The Marketing Society

AI’s marketing transformation: from automation to elevation

The brands who will define the next decade are not the ones that use AI first, but the ones that use it most thoughtfully.  

Mar 11, 2025

Many marketing organizations are experimenting with AI through proofs of concept, gaining marginal productivity benefits. Others are relying on traditional technology and service partners to integrate AI into their offerings, moving at the pace of the market. However, industry leaders taking the bold step of embedding AI directly into their data and technology infrastructure are already reaping transformative rewards – delivering adaptive brand experiences, internalising new strategic capabilities, and driving meaningful growth as a result.  
 
Marketers are no strangers to rapid technological change. Unfortunately, they are also familiar with technology failing to deliver on its promises. The explosion of new digital channels, fragmented data, and an expanding marketing tech stack has created complexity rather than unlocking the seamless, personalized experiences both brands and consumer want.   

Generative AI offers something different — not just a tool to drive efficiency, but to elevate marketing’s role in building real human connections.