3 marketing strategies to keep up with AI

AI is no longer the stuff of sci-fi novels or startup pipe dreams. It’s everywhere and is reshaping how we live, work and shop. With tools such as ChatGPT pulling in 207 million monthly users and Google’s AI Overviews subtly stealing clicks, marketing is standing on the precipice of its biggest upheaval yet. Forget the “evolution” talk—AI is here to dominate. The next two decades will demand that marketers rewrite their playbooks or risk getting left in the dust. The next 5 years: from SEO strategies to ecosystem hacking Goodbye, search engines. Hello, solution engines. Over the next five years, platforms such as Google won’t just help users find answers; they’ll be the answers. Google’s AI Overviews already spoon-feed searchers so effectively that about 60% of searches now end with zero clicks. Combine that with features such as in-platform shopping and AI Overviews ads, and many users won’t even bother leaving the ecosystem to visit your brand’s site within the next few years. Ad Age Tech Power List 2025 We’re looking for top digital innovators from agencies, brands, platforms, ad tech companies and tech startups Enter here For marketers, this means shifting from traditional SEO strategies to ecosystem hacking. You’ll need to optimize for AI-driven interfaces, where being discoverable inside a platform trumps owning external real estate. And let’s not forget the ethical landmines. AI tracks users like a bloodhound on a scent, but where’s the line between personalized experiences and digital stalking? Expect heated debates—and lawsuits—over how far is too far when it comes to mining data. In 10 years: The platform is the funnel Fast-forward to 2034, and marketing funnels as we know them will be relics of the past. AI-driven platforms will become one-stop shops that guide users from awareness to purchase without requiring a single tab switch. Think of it as Amazon’s "Buy Now" button, but across every platform and product imaginable. Here’s the catch: AI platforms won’t nurture loyalty. They’ll make conversions stupidly easy, but keeping customers engaged post-sale? That’ll fall squarely on your shoulders. Companies will need robust, non-platform-dependent loyalty programs. Forget bland email campaigns. Instead, think AI-enhanced experiences that blend exclusivity with genuine human connection. Creativity will also hit warp speed. AI tools will handle the grunt work of content creation—writing copy, designing visuals and even editing videos. Marketers, freed from the mundane, will focus on the big stuff: storytelling, strategy and emotional resonance. In 20 years: An AI-dominated world By 2044, AI won’t just be a tool; it will be the backbone of society. The kids glued to their iPads today will grow up expecting brands to anticipate their every need, mood and desire. The bar for personalization will skyrocket, and if you’re not delivering hyper-relevant, real-time experiences? Forget it. Picture this: You’re walking downtown and your AI assistant chimes in: “Three stores nearby are running sales on those sneakers you liked online, and the best price is a five-minute walk away.” AI will connect every digital breadcrumb you’ve ever left—location data, purchase history and even your heart rate — to curate moments that feel eerily perfect. For marketers, this means a relentless demand for transparency and authenticity. Consumers will see right through AI-driven gimmicks, and trust will become your most valuable currency. If your brand doesn’t have a soul, you’re doomed. So how do you stay ahead when AI is poised to eat your lunch? It boils down to three don'ts: NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Don’t lose your humanity While AI can handle personalized messaging at scale, it’s the human touch that makes the difference. For example, Spotify’s “Wrapped” campaign uses AI to analyze user listening habits, but it’s the clever copy and playful tone that resonate with audiences. AI provides the data, but it’s Spotify’s brand voice that turns it into an emotional, shareable experience. Similarly, ensure your AI-driven efforts don’t feel robotic—use them to enhance, not replace, genuine brand storytelling. Don’t stagnate Staying ahead requires experimentation with emerging tools. Sephora adopted AI-powered virtual try-ons, enabling customers to see how products look in real time using augmented reality. By piloting these features early, Sephora captured attention and set a new standard for e-commerce engagement. Don’t wait for trends to become mainstream; allocate resources to explore them early to differentiate your brand now. Don’t abandon creativity Even with AI in the mix, creativity remains your superpower. Coca-Cola's “Masterpiece” campaign blends classic art with modern AI technology to create dynamic visuals that captivate audiences. The campaign used AI to seamlessly integrate iconic artworks into contemporary settings, showcasing the brand's creativity and innovation. AI refined the execution, but the big idea and emotional resonance are undeniably human. Use AI to streamline production, but keep your team focused on crafting boundary-pushing concepts. Over the next 20 years, AI will reshape marketing into something faster and smarter (and maybe even a little unsettling). But AI isn’t replacing creativity; it’s enabling it. So, stop clutching your pearls over AI taking your job and learn how to wield it better than the competition. In the end, the future of marketing isn’t about AI or humans—it’s about both working together to make magic. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here

3 marketing strategies to keep up with AI

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