"Artificial Intelligence has quickly become one of the most powerful accelerators marketing has ever had. There is no doubt that Gen AI tecnologies are expected to shape the future of marketing for companyies. Used well, it sharpens execution, unlocks efficiency and expands creative possibilities. Used poorly, it quietly erodes trust, weakens brands and forces painful strategic reversals. Recent years' examples make this contrast clear."
"In mid-2024, Multiple media outlets reported that McDonald's ended its AI-powered drive-thru ordering pilot after mixed results and public scrutiny over widely shared ordering mishaps. Weeks later, Mango announced an AI-generated campaign for its Mango Teen line-positioning AI as a creative co-pilot, while keeping human teams firmly in charge of selection, judgment and final execution. The difference was not technological sophistication. It was the role AI was given."
"Marketing leaders are operating in a context defined by speed, uncertainty and constant pressure. The dominant questions are familiar: What can we do faster? What can we do cheaper? Which KPIs can we improve immediately with AI? Those questions naturally push teams toward automating what is easiest to automate. And what is easiest is often the most visible (like email marketing campaigns results), not the most valuable (like brand equity or pricing power)."
Artificial Intelligence can sharply improve execution, efficiency and creative possibilities when used appropriately, but can also erode trust and weaken brands when misapplied. Recent examples show that similar technologies yield different outcomes depending on the role assigned to AI: one pilot was shut down after public mishaps, while another used AI as a co-pilot with humans retaining final judgment. Marketing teams under pressure tend to automate easily measurable tasks to boost KPIs, often favoring visible efficiency over long-term value. Such choices risk brand erosion, loss of trust and cumulative frustration. The priority should be which decisions to automate.
Read at Forbes
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