How did we function before AI? Since its rise, the way we work has been transformed—tasks are faster, processes smarter. Marketing is also evolving in this new era. But with AI advancing rapidly, what does the future hold for marketing roles? Are jobs at risk, or is this an opportunity to redefine the field?
Discover how AI is reshaping marketing, with insights from EDHEC Marketing Professor Arne De Keyser (Watch his Thought-Leadership webinar “Marketing in an AI World: Thrive or Survive?”).
A recent SAS survey highlights the growing impact of Generative AI (GenAI) in marketing: 61% of respondents believe it will enhance customer personalisation and engagement, while 58% see it as a driver of innovation. Notably, 90% of businesses have already allocated a dedicated budget for GenAI in the upcoming fiscal year, highlighting its rapid adoption and strategic importance.
The impact of GenAI in marketing is already substantial:
But what does this mean for marketing professionals? Is AI a game-changer or a disruptor? Keep reading to explore the intersection of marketing and AI, the latest trends in GenAI, and the tools that are shaping the future of the industry.
Before exploring the future of marketing and its intersection with AI, it’s essential to understand what marketing entails. Marketing is, at its core, about addressing customer needs and enabling value creation through goods, services, and experiences. It encompasses activities such as market research and analytics, brand positioning, communication, developing and launching new products in the market, and creating distribution channels.
In today’s digital age, marketing is increasingly data-driven, leveraging technology to target audiences with precision and personalisation. With AI-powered tools, companies can now automate processes, predict consumer behaviour, and create hyper-personalised experiences—a shift that is redefining the industry.
AI tools are impacting both levels of marketing:
This distinction helps clarify how AI supports not only planning and decision-making (e.g., predictive analytics) but also execution (e.g., automated ad campaigns and content generation).
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Artificial Intelligence (AI) refers to machine-based systems that can perform tasks that typically require human intelligence—such as learning, problem-solving, and decision-making.
One of the most discussed developments in AI is Generative AI (GenAI), which goes beyond automation and actively creates content, designs campaigns, and even generates marketing strategies.
GenAI uses machine learning models to produce human-like text, images, and videos. Companies are rapidly integrating GenAI into their marketing strategies to enhance efficiency, reduce costs, and boost creativity.
Understanding the role of AI in marketing means recognising how it supports or replaces human activity. GenAI can play two main roles:
Augmentation: Involves assisting and complementing human actors to achieve their goals more efficiently, cost-effectively, or with higher quality.
Substitution: Refers to the use of AI to replace and automate human behaviour to achieve a specific goal.
This distinction helps explain both the potential and the limits of GenAI in the marketing world—while some tasks can be automated, many still benefit from the unique creativity and decision-making of human marketers.
The use of artificial intelligence in marketing has grown significantly, allowing businesses to enhance consumer marketing strategies, automate workflows, and improve personalisation. AI-driven tools help marketers make data-backed decisions, optimise advertising strategies, and improve customer engagement.
Here are some common applications of AI in marketing:
Content creation: Generating images and videos for ads, writing social media posts, personalising emails, and more
Customer service: Responding to FAQs, offering 24/7 support, and serving as a personal assistant via chatbots or voice AI
Marketing research: Conducting trend analysis, summarising reports, and performing basic competitor analysis
During the webinar, Professor Arne De Keyser raised an important question: Will GenAI make the marketing function more or less important in the future?
The majority of participants believed it would become more important. However, according to Professor Arne, both perspectives have validity. While some aspects of marketing will gain significance, others may become less central and less human.
While AI will partly take over various tactical marketing tasks, such as content creation, ad development, etc., true competitive advantage won’t come from AI tools themselves—since they are widely accessible. Instead, real differentiation will stem from the strategic choices organisations make and how marketers collaborate with AI to elevate their business and unlock additional value for customer.
As AI reshapes the marketing landscape, it doesn’t replace the marketing function—it enhances it. Professor Arne De Keyser shared a key takeaway during the webinar: Marketers must return to their core mission: enabling value creation for customers.
To do so, organisations will need to sharpen their answers to fundamental questions:
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Marketers who embrace AI, develop data-driven skills, and adapt to evolving trends will be well-positioned for success.
One of the biggest concerns is how to stand out in a landscape where all organisations have access to the same AI tools. The real differentiator will be human talent and creativity—the ability to go beyond automation and craft unique, strategic marketing approaches. This shift highlights the growing importance of strategic marketing, where the role of human marketers is not substituted but augmented by AI.
Arne continues, emphasising the evolving role of marketers: “The future is about the human marketer augmented with AI, and that’s where we are going to make a difference.”
For marketers to thrive, they need a well-rounded skill set, combining:
How can we strategically shape our organisations to be more customer-centric? EDHEC’s Online MSc in Strategic Marketing equips professionals with the knowledge and tools to adapt, innovate, and lead in AI-driven marketing.
As AI adoption grows, several GenAI tools have become industry staples, enhancing various aspects of digital marketing:
These tools are changing the game by automating routine tasks, enhancing creativity, and improving efficiency—allowing marketers to focus on strategy and innovation.
There are several AI applications in marketing, and many brands are successfully launching AI-powered campaigns to optimise their strategies and enhance customer experiences. However, as these technologies become more visible—particularly in creative areas like ad design or content generation—they can sometimes spark debates among the public. Questions around authenticity, creativity, and the role of human input often arise, highlighting the delicate balance between innovation and audience expectations.
Several leading companies are leveraging AI to revolutionise their marketing efforts and drive higher engagement:
While AI presents exciting opportunities, it also raises challenges:
To thrive in the AI-driven marketing landscape, professionals must embrace continuous learning. EDHEC’s online programs are designed to equip students with the latest skills: