Opinion

The dangers of standing still: Marketing in the age of AI

When it comes to AI, the choice is clear, as Shai Luft, chief operations office at Bench Media explains: adapt, or risk being left behind in a world that demands innovation and agility.

BY SHAI LUFT

January 15, 2025 7:45

The dangers of standing still: Marketing in the age of AI

The marketing and advertising industry is at a critical crossroads, and the stakes have never been higher for marketers.

Artificial intelligence (AI) isn’t a passing trend; it’s a game-changing force revolutionising how brands connect with audiences. Yet, many agencies and in-house teams are stuck in the past, clinging to outdated strategies while the competition charges ahead. The choice is clear: adapt or risk being left behind in a world that demands innovation and agility.

AI isn’t the future; It’s the now

Marketers let’s confront the reality—how many of us are fully leveraging AI’s potential? While some may experiment with AI-driven ad placements or basic personalisation tools, this barely scratches the surface. According to Grand View Research, the global AI in Marketing market, was valued at approximately $20.4 billion in last year and is projected to grow at a compound annual growth rate (CAGR) of 25.0% from 2025 to 2030. That’s a staggering statistic from every angle.

Yet, adoption within marketing remains sluggish and superficial. While tech-savvy competitors utilise AI to predict customer behaviour, optimise creative assets, and deliver hyper-targeted campaigns in real time, many agencies persist with legacy tools, missing substantial opportunities.

Why the hesitation?

Resistance to AI often stems from fear and inertia. Marketers worry about job displacement, the learning curve, or relinquishing control to algorithms. Agencies claim they lack the resources to adopt cutting-edge tools or integrate them into their workflows. However, these excuses are luxuries no one can afford.

AI isn’t replacing marketers—it’s replacing mediocre marketers and enhancing good ones. Teams resisting this evolution aren’t safeguarding their jobs; they’re jeopardising them. As AI becomes more accessible and affordable, clients will demand agencies adopt AI to improve operations or achieve results that only wide AI adoption can deliver. The same thinking applies to in-house marketing teams. Those unable to keep pace will be outperformed by those who can.

The risk of standing still

The cost of inaction is steep. Consider the advantages AI offers to those that embrace it in a big way:

● Hyper-Personalisation at Scale: AI delivers precision that human intuition cannot match, crafting messages tailored to individual users in real time based on data sets only a sophisticated machine can process fast enough to make use of, driving higher engagement and conversion rates.

● Programmatic Dominance: Real-time bidding and automated media buying have been utilising AI and are becoming the norm for top-performing campaigns. Brands that are slow at adopting these tools and clinging to outdated media practices risk inefficiencies and wasted ad spend.

● Predictive Analytics: AI anticipates trends, enabling marketers to predict customer needs and stay ahead of competitors.

● Marketing Efficiency: By embracing and mastering the use of AI tools throughout their marketing operations, marketing teams and agencies can substantially reduce costs and divert more investment towards strategy, customer acquisition and retention, where it really matters to stay ahead of the curve.

For marketing teams entrenched in their comfort zones, the warning signs are clear: adapt now, or risk becoming irrelevant.

Shai Luft

How agencies and CMOs can lead the charge

The good news? It’s not too late to pivot. Here’s how agencies and CMOs can ensure they stay ahead of the curve:

1. Invest in Talent and Training: Upskilling your team is non-negotiable. Educate them on effectively using AI tools and integrating them into campaigns.

2. Partner with Tech-Savvy Agencies: If your current agency isn’t proficient in AI and not actively staying at the forefront of new breed media technologies, it’s time to find one that is. Half-measures won’t suffice in a data-driven, AI-enhanced world.

3. Embrace Experimentation: AI’s potential is vast, but you won’t unlock it by playing it safe. Test new tools, iterate quickly, and learn from failures.

4. Focus on Strategy: AI doesn’t eliminate the need for strategy, it enhances it. Marketers who combine AI’s capabilities with creative vision will thrive.

The bottom line

The AI revolution isn’t approaching, it’s here. The marketing and advertising industry faces a choice: embrace the technology shaping the future, or be left behind. CMOs and agencies failing to adapt risk more than missed opportunities—they risk irrelevance.

Marketing skills shouldn’t end at the mastery of AI tools. Strategic-thinking and relationship building are crucial areas to pair with technology for a high-performing team and achieving outstanding marketing results.

The tools are here, the stakes are high, and the clock is ticking.

Will you lead the charge, or watch as the competition leaves you in the dust?