"Every week, I read at least three to five new articles confidently announcing that marketing as a profession is on the verge of extinction, soon to be replaced by artificial intelligence. I could read hundreds more if I wanted to. The argument is almost always the same: AI writes better copy, analyzes data faster, automates campaigns and even predicts customer intent. So, what's left for the humans?"
"Quite a lot, actually. Just not the same things as before. It's not the end of marketing. It's the end of a version of it. Rather than dying, the function is reshaping itself in real time. What's needed now are marketers who can connect intelligence across people, tools and data, translating complexity into clarity and insight into action. The Light-Years Paradox Astronomers have a useful reminder for marketers: When we look at a distant star, we see it as it was, not as it is."
Marketing is undergoing rapid transformation as AI handles copywriting, data analysis, campaign automation and intent prediction. The function is not ending but evolving into roles that connect human insight, tools and data. Marketers now orchestrate ecosystems of humans and AI, augmenting each other in symbiotic workflows. Product marketers use AI to draft positioning frameworks, sales decks and competitive matrices, enabling rapid evaluation, refinement and personalization. Growth marketers depend on AI for creative testing and audience segmentation, accelerating experimentation and predictive targeting. The pace of change has outstripped traditional perceptions and demands new orchestration skills.
Read at Forbes
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