I’m not pretending to be an expert in AI: these are just my personal thoughts and reflections on where things are heading. I’m simply sharing how I see it based on my experience and what’s on my mind lately. AI is a huge topic, full of big promises and even bigger debates. I don’t claim to have all the answers — I just want to add my perspective to the conversation.
AI Hype and Reality
In my opinion, right now, we are in an AI hype cycle. The word AI is everywhere, which can cause fatigue. But like big data and cloud computing: which were once buzzwords but are now silently integrated into our lives. AI will follow the same path. It will become invisible infrastructure.
AI will integrate into our world, and we will take it for granted. Like every technological advancement, AI has positives and negatives. While the impact of AI could be risky for humanity, I don’t think people will get fatigued by AI itself — only by the talk around it. The AI industry is going to be around for a very long time.
Preparing for the Future Workforce
The Industrial Revolution changed the types of jobs people studied or trained for, and the same thing is happening now with AI. It may sound alarmist, but we are setting up future generations in education and training. Many roles and skills we learn today will not be needed in 10 to 20 years because a lot of process-driven, repetitive jobs will be eliminated through automation.
The task now is to train the next generation for roles that are important in support and in partnership with AI. AI won't replace everyone’s jobs. The best professionals will see AI as a companion or co-pilot. Being ready for certain jobs to disappear is important. It’s not alarmist: it’s realist. It’s coming, so it’s better to prepare rather than ignore it.
The Importance of Upskilling
It’s about finding the right information to make relevant choices on where to upskill yourself. The term AI is broad, covering many sectors. Marketers have been using AI applications for the last 10 years. A lot of the tools we use already have AI implementations.
What’s different now is the level of advancement and the speed at which AI is seeping into daily needs and systems. Marketers today need to upskill, refining their abilities not only in marketing but also in using AI-powered tools. I would say 99% of the tools will soon be AI-powered.
Understanding these tools and getting them to work for you is crucial. Currently, AI tools are still siloed and independent, but as technology advances and hardware improves, there will be more bundling and integration. Data will work across different tools without the need for manual downloading, cleaning, uploading, or transferring. Big tech companies are already partnering to bring this to reality.
The Role of Human Creativity
Creativity from a human aspect will always be unique. Even if AI can outperform in some ways, human creativity will be more respected. Every artist draws inspiration from somewhere; it’s another form of inputting data.
For me, AI should be used to better human nature, whether it's genome mapping, automotive safety, or training. In marketing, it helps organize data better and allows machines to enhance creativity, helping us get to creative solutions faster.
Creativity is the superpower. No matter what technology comes, humans aspire to be emotionally touched and connected. Whether it’s a product, a brand, or a personality — storytelling is at the core. Technology gives us new mediums, but without it, we would still tell stories in different forms. Creativity will always be at the center of human connection.
Final Thoughts
Even with all the technology around us, marketers should still focus on the basics: understanding channels, audiences, and being ready for the long run. With the massive amount of information and apps people deal with daily, it’s the marketer’s job to make things as easy and frictionless as possible for visitors: helping them understand the brand and its products and providing excellent service. That’s the ultimate goal.
