AI Is Changing Marketing
-Urvakshi Dupattawala
To be honest, when I first started hearing about AI taking over marketing, my gut reaction was a little bit of panic. Is this going to make everything I am learning pointless? Is there even a place for people like me in this industry?
But the more I have learned, the more my thinking has shifted. And I wanted to write about it because I think many people in my position, early in their careers and still figuring things out, are probably feeling the same way.
What is actually going on?
AI has moved really fast in marketing. A couple of years ago, it was mostly about automating repetitive tasks, scheduling posts, and sending emails. Still, now, it can write copy, generate visuals, analyse campaign performance, and personalise content for thousands of people at the same time.
That sounds like a lot. But here is what I keep coming back to: all of that is only useful if someone tells it what to do. Someone still has to understand the brand. Someone still has to decide whether something feels right or completely off. That someone is still a human. Still us.
The brands doing well right now are not the ones replacing their people with AI. They are the ones figuring out how both can work together.
What working in luxury retail taught me.
I spent a few years working at brands like Karl Lagerfeld, Tory Burch, and On Running Shoes. And one thing that really stayed with me is how much of premium brand communication is about feeling. It is not just about what you say, it is about the tone, the timing. The things you choose not to say.
No AI is going to sense when a campaign feels slightly off-brand. No algorithm is going to know when a brand needs to stay quiet while everyone else is being loud. That kind of judgment comes from actually understanding people and culture, and that is something you build over time through real experience.
AI can speed things up. But it cannot replace the instinct that comes from really knowing the brand and its audience.
What this means is that if you are starting.
Honestly, I think it is a good time to be getting into marketing. The tools make it easier to produce solid work. Even without a big team or budget behind you. But the thing that will actually set you apart has not changed.
It is still about understanding people. Knowing how to tell a story that connects. Have a point of view on what good communication looks like. Those things matter more now, not less, because when everyone has access to the same tools, what makes you different is your thinking.
I am still learning all of this myself. I am currently doing a digital marketing with AI course, and it is genuinely changing the way I see the industry. I do not have everything figured out. But I am excited about where things are going.
If you are someone who cares about brands, about communication, about the way things make people feel, there is a place for you in this. AI is a powerful tool. But thinking, the empathy, the creativity behind good marketing? That is still ours to bring.