The marketer's new reality: AI skills are now essential

As AI tools like ChatGPT, NotebookLM, and Midjourney continue to advance, they’re not just automating tasks—they’re redefining core marketing roles and reshaping how marketers create value. While AI can handle repetitive work, the reality is much broader: it’s changing the very nature of marketing roles. The question is no longer whether you’ll be impacted, but how quickly you can adapt—or risk being outpaced by those who do.

Agencies and temporary workers will be the first to feel the effects, as many of the tasks they handle—like content creation, basic design work, and campaign execution—are easily automated by generative AI tools. But it won’t stop there—marketers are next in line. If you’re not actively looking for ways to integrate AI into your strategy and seize the new opportunities it creates, you risk being replaced by those who are already mastering these tools.

Marketers, prepare for disruption

A July 2023 study found that AI tools are already disrupting freelance jobs and earnings on platforms like Upwork. Freelancers in writing-related fields saw a 2% drop in monthly jobs and a 5.2% decrease in earnings after the release of ChatGPT. While this research focuses on freelancers, the implications for marketers and agencies are clear: AI can now handle many creative and strategic tasks at a fraction of the cost. Adapting to these changes is no longer optional—it’s crucial for staying competitive.

Interestingly, the research also showed that top freelancers—those with strong employment histories—were disproportionately affected by AI because it reduces the differentiation between top-tier and mid-level services, making it crucial for even experienced marketers to adapt. Marketers need to pay attention because what’s happening to freelancers today will ripple through to agencies and in-house marketing teams tomorrow.

The lesson for you is simple: start using AI now or risk being outpaced by those who adapt faster and embrace new opportunities. Many tasks that were previously considered “creative” or “strategic” are being taken over by AI, leaving you scrambling to prove your value in new ways. The key is to shift from seeing AI as a threat to embracing it as a tool that can augment your abilities and expand your impact.

AI should be your creative collaborator

One of the biggest concerns marketers express is that using AI undermines what it means to be truly creative. But in reality, AI can be an invaluable creative partner. Think of it as a brainstorming collaborator who never tires of generating new ideas or exploring countless variations. Need 20 different headline ideas? How about 100? AI can deliver them in seconds. Stuck on a brand campaign concept? AI can surface angles you may never have considered. For example, one of my clients used AI to generate multiple variations of campaign slogans, uncovering new creative angles they hadn’t initially considered and resulting in a stronger final product.

Key takeaway: Treat AI as a collaborator, not a competitor. AI won’t replace your creativity—it’ll enhance it by breaking through mental blocks and providing you with endless ideas to refine and build upon. Imagine focusing more on the strategic, high-level aspects of your work, while AI handles the tedious tasks and helps you identify new ways to solve problems, uncover fresh opportunities, and drive better results.

AI should be your strategic enabler

Another common concern is the belief that using AI is "cheating." But this couldn’t be further from the truth. AI isn’t a shortcut; it’s a strategic amplifier, freeing up time for deeper, human-focused work. Instead of worrying about AI taking over, focus on how it can amplify your strategic impact.

AI isn’t just changing who does the work—it’s redefining what’s possible in marketing. For example, complex tasks like analyzing audience data, generating creative variations at scale, and identifying emerging trends used to be resource-intensive and time-consuming. With AI, you can now accomplish these tasks in a fraction of the time and with greater precision. It’s not just about shifting responsibility; it’s about unlocking new potential and pushing the boundaries of what you can achieve.

Whether it’s automating repetitive tasks like copyediting content or using AI-generated insights to predict campaign performance, you’ll be surprised by how much more effective you can be. As of August 2024, more than 200 million people use ChatGPT each week, highlighting the rapid adoption of generative AI tools across industries. AI enables you to do things that were previously out of reach due to budget, resource constraints, or even your own skill level—like creating high-quality audio versions of blog posts or generating interactive content on the fly.

Key takeaway: Don't just use AI for automation. Use it as your strategic partner. Let AI help you achieve more with the same—or even fewer—resources. Instead of asking, “What can I do?” start asking, “What could AI do if I guided it?” This mindset can completely transform how you approach planning, ideation, and execution.

There are real risks of falling behind

Let’s face it—AI is advancing at a breakneck pace, and feeling overwhelmed is understandable. But standing still isn’t an option. Roles focused on data entry, research, and basic copywriting are the most at risk, as these tasks can be automated quickly and efficiently. In contrast, strategic and high-level creative roles will require a stronger emphasis on using AI as an augmentation tool rather than a replacement. Think of roles like campaign strategists, creative directors, and brand managers—these positions will increasingly involve guiding AI to enhance strategic decision-making, rather than being replaced by it.

The longer you delay integrating AI into your workflow, the harder it will be to catch up to those already using it to innovate, optimize their strategies, and seize new opportunities in the market. The real risk isn’t just losing relevance—it’s losing the opportunity to lead in a space that’s rapidly evolving.

Practical steps for developing an AI mindset: Start small, think big

If you're ready to embrace AI but aren’t sure where to begin, here are a few practical steps for you to get started:

1. Try a new search routine.

   Instead of automatically turning to Google, experiment with Perplexity or other AI-powered search engines. It’s a small change, but it helps you build familiarity with AI tools while discovering faster, more intuitive ways to find information. The more you use AI for everyday tasks, the more confident you’ll become in applying it to bigger projects.

2. Start small—automate one repetitive task this week.

   If you find yourself doing a task for the third time, stop and set up AI to handle it—create an OpenAI GPT, Google Gems, or Poe Bot to take a task you hate off your plate (for me, I created GPTs to quickly create YouTube titles and descriptions for my videos). It may take a few extra minutes initially, but the time you’ll save will be invaluable. Think of it as an investment in your efficiency.

3. Treat AI as a creative partner.

   Use AI tools like ChatGPT, Claude, and NotebookLM for brainstorming sessions. Ask them to riff on ideas or help you outline a new campaign. The goal isn’t to rely entirely on AI but to use it as a springboard for your own creativity.

4. Immerse yourself in the AI ecosystem.

   Subscribe to one AI-focused newsletter and experiment with new tools regularly—a few newsletters I like are One Useful Thing by Ethan Mollick and AI Breakfast. There are so many people living and breathing this technology—you can leverage their insights to get up to speed faster.

5. Learn by doing.

   Choose a live project and incorporate a new AI tool to see firsthand how it changes your workflow. This hands-on approach turns theory into practice and helps you discover AI’s true potential.

Shameless plug: if you are looking for a hands-on training course focused on AI tools and practices that will transform your content marketing, please register for the upcoming Maven course I am running called "Hands-On AI Skills for Marketers: Transform Content Creation & Strategy." You will not be disappointed!

From tool to partner—AI’s evolving role in marketing

AI is no longer just a nice addition—it’s a core skill set. It’s time to see AI not as just another tool, but as a strategic partner that aligns with your business goals and elevates your work. The future of marketing isn’t about human vs. AI—it’s about humans collaborating with AI to achieve more than either could alone.

The rise of AI will eliminate some jobs, but it will also reshape others and create entirely new roles. As AI takes over repetitive tasks, traditional roles will evolve, opening new opportunities—often with higher pay and greater strategic value. For example, a study from September 2024 highlighted that AI is making localization more affordable, leading to increased demand for human translators at higher rates.

Marketers need to focus on where their unique skills can complement AI. Those who know how to leverage human creativity, emotional intelligence, and strategic insight in collaboration with AI will be the ones who thrive. Adopt a mindset of curiosity, play, and experimentation, and you’ll see AI unlock new levels of efficiency, creativity, and impact.

Embracing AI isn’t just about staying relevant. It’s about seizing new possibilities. Early adopters won’t merely keep pace; they’ll set new industry standards and unlock strategies that were once out of reach. Don’t wait for change to happen—be the one driving it and help shape the future of the industry.

AI disclosure: This post was AI-enhanced by ChatGPT. This post’s image was AI-directed with DALL-E. I, Natalie Lambert, contributed as the human element in these activities.