Will AI change marketing? Are we preparing to it?

👩‍💼👨‍💻 Picture a marketing team in 2025.
Last year, their brainstorming sessions were long, their reporting tedious, and launching a campaign took weeks. Today? AI is in the room with them. It suggests campaign angles, drafts creative assets, analyzes performance data – and does it all in minutes. The team feels like they’ve unlocked superpowers. But behind the excitement, there’s tension…

The 2025 State of Marketing AI Report https://lnkd.in/gw4u7veT shows why:

🔹 74% of marketers say AI is now critical to success in the following year.
🔹 82% rely on it to save time – the number one driver of adoption.
🔹 Yet 68% have had no formal AI training, leaving them to figure it out alone.
🔹 And for the first time, a majority – 53% – fear AI will cut more jobs than it creates.

👉 The paradox? AI is both the team’s greatest ally and their most significant source of anxiety. It’s transforming how marketing is done, but without education and strategy, the very people meant to benefit could be left behind.

The question is no longer “Will AI change marketing?” – it already has. The real question is: are we preparing our people to thrive in it?

This post is part of the project “People and Algorithms in Organisations: Competences to Work in the Digital Environment” (DIGIT_People and algorithms), funded by the NAWA – Narodowa Agencja Wymiany Akademickiej (Polish National Agency for Academic Exchange).

Photo: Freepik

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