I rolled my eyes when I saw another LinkedIn post yesterday claiming that AI tools are going to replace all marketers by next year.
Here we go again with the fear-mongering.
Look, I get it. Change is scary. When I started in marketing 14 years ago, people were panicking about social media "killing traditional advertising." Before that, it was email marketing destroying direct mail.
And guess what? We're all still here.
But the speed of developments in AI and marketing? They're not the apocalypse everyone's making them out to be. They're actually pretty exciting—if you know how to look at them.
Google just told us the web isn't dying
But sadly, it will make brands to pay more and spend more on ads for visibility, IMHO.
While everyone's been freaking out about AI Overviews supposedly stealing all our website traffic, Google's VP of Search basically said, "Hold up. The web is thriving."
Nick Fox called out those doom-and-gloom click studies, and honestly? Good for him. I've been watching my clients' traffic, and yes, things are changing. But dying? Hardly.
The real story here isn't about AI replacing websites. It's about AI helping people find better content faster. And if your content isn't good enough to survive that filter? Maybe that's not AI's fault.
The omnichannel revolution is finally here
Here's what actually got me excited: Klaviyo launched AI-powered tools that can orchestrate customer journeys across email, SMS, WhatsApp, and push notifications—all in real time.
Two billion daily events across seven billion customer profiles. Let that sink in.
This isn't about replacing marketers. This is about giving us superpowers.
Remember when we had to manually segment email lists and hope our timing was right? Now AI can learn each customer's preferred channels and optimal engagement times. It's like having a crystal ball, except it actually works.
The agency shake-up we needed
Yes, AI content tools are disrupting traditional agencies. Companies like Jasper AI and Crayo are cutting content production costs by 90%.
But here's what everyone's missing: this isn't about AI versus humans. It's about efficient humans versus inefficient humans.
The agencies that are panicking? They're probably the ones charging premium prices for cookie-cutter content anyway. The ones thriving? They're using AI to handle the repetitive stuff so they can focus on strategy, creativity, and actual human connection.
I've been testing AI writing tools for months now. They're great for first drafts, research, and scaling content production. But they can't replace the strategic thinking, brand understanding, and emotional intelligence that good marketers bring to the table.
What this really means for us
If you're a marketer feeling anxious about these changes, I get it. But instead of panicking, let's get practical.
First, stop treating AI like the enemy. Start treating it like the powerful tool it is. Learn how to use it effectively. The marketers who figure this out first will have a massive advantage.
Just focus on what AI can't do: understanding your audience's deepest needs, crafting brand stories that resonate, building genuine relationships, and making strategic decisions based on business context and lived experiences of your customers.
And of course, embrace the data. These new AI tools are giving us insights we've never had before. Multi-touch attribution that actually works? Channel affinity that's automatically optimized? This is what we've been dreaming about for years.
The real opportunity
Here's what I see happening: marketing is becoming more human, not less.
When AI handles the repetitive tasks, we get to focus on the work that actually matters.
Strategy. Creativity. Connection. The stuff that makes marketing an art, not just a science.
The brands that win in this new landscape won't be the ones with the fanciest AI tools. They'll be the ones that use AI to amplify their humanity, not replace it.
So instead of asking "Will AI replace me?" try asking "How can AI help me become better at what I do?"
The answer might surprise you.
What's your take on these AI developments? Are you seeing opportunities or just obstacles?
