AI is moving from a helpful tool to an integral, even autonomous, part of marketing:

Autonomous/Agentic AI: The shift is away from simple automation (scheduling posts) toward AI agents that can manage entire campaigns, optimize ad budgets, personalize customer journeys in real-time, and generate creative content with minimal human oversight.

Generative AI for Content: Tools like ChatGPT and Midjourney are making content creation faster and more scalable (content velocity). Marketers’ roles are shifting from producing to setting strategy, prompt engineering, editing, and curating the final, high-quality output to ensure brand voice, accuracy, and nuance.

Predictive Personalization: AI-powered analytics are moving from being reactive (based on past clicks) to predictive (anticipating future customer needs and actions), allowing for hyper-personalized messaging and product recommendations.

AI-Powered Ad Targeting: Platforms are consolidating into AI-first campaign types (like Google’s Performance Max), which use machine learning to automate creative generation, audience selection, and bidding to boost performance.