Smarter, Not Harder: How AI Is Reshaping the Marketing Playbook
Some say that by 2030, AI won’t just support marketing—it’ll help drive almost half the global economy.
Before we dive in—quick confession: I've been a late adopter on a few things. (Still can’t bring myself to make TikToks, and I may be the last PR pro on Earth not using Notion like a religion.) But when it comes to Artificial Intelligence (AI) in marketing? I'm tuned in. Not because it’s buzzy or trending—but because it’s already embedded in the strategies, tools and results of smart communicators everywhere.
To be fair—I haven’t always been behind the curve. I was in early on the social media wave for PR, kicked off my first podcast back in 2006 (when “RSS feed” still required an explanation), and blogged before blogging was a branded content strategy. Over time, I’ve learned that the platforms change, but the mission stays the same: connect with people in a meaningful way.
AI, used wisely, doesn’t kill creativity—it boosts it. It helps us communicate with more relevance, reach the right people faster, and free up time for the work that actually matters.
Let’s walk through what this looks like in practice—what’s powering it, how it’s showing up in marketing today, and what’s likely coming next.
🧠 The Brains Behind It: Core AI Tech Changing the Game
Machine Learning (ML):
These are the behind-the-scenes learners—algorithms that make better predictions over time the more data you feed them. Great for decision-making that gets sharper the longer it runs.Natural Language Processing (NLP):
This tech helps machines “get” language. Whether it’s chatbots that don’t sound like robots or content tools that help draft a killer headline, NLP is doing the heavy lifting.Predictive Analytics:
Less crystal ball, more data detective. This tech analyzes past behavior to forecast what’s next—perfect for building campaigns that anticipate, not just react.Computer Vision:
It’s how machines make sense of visuals. Think product recognition, image tagging, visual search, and augmented reality campaigns with real marketing muscle.
💡 Where It's Making a Difference Now
Custom Content Experiences:
AI tools now tailor messages, offers, and content to individual users in real time. Not just “you may also like”—we’re talking you, specifically, will probably love this.Smarter Audience Insights:
With AI parsing mountains of data, marketers are uncovering useful patterns faster—what makes customers click, bounce, or stick around.AI-Enhanced Support Tools:
Chatbots and virtual assistants are now responsive enough to feel (almost) human—solving problems, routing queries, and improving the customer journey without burning out your team.Faster, Sharper Content Creation:
From headline generators to blog builders, AI tools are cranking out usable drafts and social copy, giving creators a serious productivity boost.
🛠️ A Peek at My Personal Stack
ChatGPT: My daily research wingman. It helps me gather ideas, organize notes, and clean up typos before anything hits “publish.” It can make decent images these days, also.
Claude: Think of it as my editorial copilot—smooths out the rough edges without sanding down my voice. Great for polishing longer-form work.
Riverside: Not pure AI, but it’s transformed how I produce podcasts. Recording, editing, and post-production are light-years faster and easier than in the old days.
🔭 What’s Just Around the Corner
Voice Search Gets Serious:
As people talk to their devices more, marketers need to optimize for how people speak, not just how they type.Smarter Video Tools:
Expect more AI-assisted video creation and even more accurate recommendation engines tailored to viewer behavior.Hyper-Personalization:
We're moving beyond just swapping in names. Soon, your website or campaign might change in real time based on who’s viewing it and what they care about.Augmented Reality That Works:
AR is finally starting to live up to the hype—letting customers “try” before they buy, interact with brands in 3D, and make experiences more immersive.
Key Takeaway
AI isn’t some far-off future—it’s already reshaping marketing from top to bottom, from strategy to execution.
Whether you're running a boutique agency, heading up corporate comms, writing books, or podcasting from your kitchen table, learning how to use these tools thoughtfully (and ethically) is what will set true pros apart.
For me, the rule is simple: I use AI where it brings clarity or cuts friction—not where it threatens to sand off the soul of the work. Since I started using it with intention, I’ve been working smarter, not harder—and my creative output has easily doubled.
Creativity is still the spark. AI? That’s the fuel that keeps the fire going.
📩 If this resonated with you—or sparked a few ideas—I'd be honored if you'd subscribe to stay in the loop on essays about business, media, tech, and the weird human stuff in between.
🎙️ And if you like your insights with a side of real talk, give my podcast, PR After Hours, a listen. We talk shop with pros from across the creative and communications worlds.
👉 Now it’s your turn: Are you using AI in your work? Avoiding it? Still on the fence? Drop a comment—I’d love to hear how it’s showing up in your world.