Artificial intelligence in marketing
How working in marketing is changing
With AI, the way marketing teams work is fundamentally changing. It makes high-quality content production scalable, reduces costs and speeds up processes. Above all, it opens up new paths for creative ideas, data-based decisions and personalized brand communication.
Whether product photos, commercials or campaign analyses: AI is changing Like Content is created, tested and played out. Let's take a look at what is already possible today, what role managers play and how advanced AI actually is in marketing.
Examples of AI in marketing
One area where the changes are particularly evident is photo production. AI can now simulate entire photo shoots — from product images for online shops to creative content for social media and catalogs. This makes it possible even for companies with a limited budget to create appealing content that would previously have been unaffordable.
In market research, advertising materials can be tested with the help of AI before they come onto the market. Instead of laboriously drawing storyboards and presenting them, tools like weavy.ai allow companies to efficiently create mockups that serve as the basis for testing, with realistic visualizations, and even ready-made models.
Complete commercials can now be created exclusively with AI. The result is high-quality commercials that look professional but are significantly cheaper than conventional productions with real actors and large teams. Some companies are already going one step further and carrying out entire castings for AI avatars, which are then directly integrated into productions. On platforms such as HeyGen, users can select the right avatar from a library of over 500 ready-made avatars. Even though these technologies and workflows are not yet being used across the board, such pioneers are showing the potential of AI in marketing.
Another growing field of application of AI in marketing lies in the analysis and optimization of campaigns. With the help of machine learning algorithms, large amounts of data from social media, web traffic and advertising platforms can be automatically evaluated to identify which messages, formats or target groups perform best. Platforms such as Albert.ai Or Revealbot are responsible for the continuous adjustment of budgets, target groups and creatives — in real time and based on data. This enables marketing teams to manage campaigns more precisely, minimize wastage and use their investments significantly more efficiently.
Why should companies look at AI in marketing now?
Hardly any other area is currently changing as rapidly as marketing as artificial intelligence. New tools for text, image, video and analysis are created every week and significantly lower the barrier to entry for creative content production. This creates a completely new competitive pressure: The amount of content is growing exponentially, and brands must stand out more than ever in order to remain visible.
In order to remain relevant to this extent, companies must learn how to use AI in a targeted manner. It's not just about producing faster, but above all about differentiating your own brand presence, ensuring quality and understanding which content really works based on data. AI is thus becoming a strategic tool for increasing efficiency, creativity and visibility in the market at the same time, and not an end in itself of automation.
The Role of Managers
Marketing executives are at the Center of the Change that artificial intelligence is currently triggering. They decide whether to use AI as a short-term experiment or as a real strategic lever. In order to exploit the full potential, it is necessary to have a clear understanding of where AI really creates added value in marketing, such as in content creation, campaign management or target group analysis, and where human creativity remains irreplaceable.
A useful first step is to set up an interdisciplinary team of marketing, data and creation that specifically experiments with AI tools and evaluates their benefits in their own context. This group can define pilot projects, such as automated A/B tests, AI-based image variants, or data-based campaign optimizations, and share the results transparently within the company. This creates practical knowledge that leads to a clear AI strategy in the long term.
At the same time, it is important that not just a small group of experts, but all marketing employees develop a basic understanding of AI. Only when everyone is aware of the possibilities and limits of technology can it be used sensibly and responsibly. Leaders play a key role here: They must create time and space so teams can familiarise themselves with new tools, share knowledge and experiment in everyday life.
The introduction of AI often means additional work at first before it brings efficiency. But it is precisely this learning process that is crucial for building trust in the technology. Anyone who encourages marketing teams to see AI not just as a tool but as a creative partner promotes innovation and lays the basis for a sustainable marketing organization.
Companies are just getting started
Even though it often seems from outside as though all companies have already firmly integrated AI into their everyday marketing routine, the actual use is still very selective in many cases. Individual tools are often tried out, for example for text generation, image production or campaign analyses, without being strategically linked to each other. In practice, this means that marketing teams experiment with AI to test efficiency or gain creative impetus, but there is usually no real integration into processes such as campaign planning, content strategy or brand management. In marketing in many companies, AI therefore stands more for individual solutions and pilot projects than for a continuous, data-driven workflow. Anyone who takes this next step can get the most added value from the technology.
New creativity through AI in marketing
AI is not only changing tools, but the entire way of thinking in marketing. It shifts the focus from pure content production to intelligent, data-driven brand communication. Companies that approach the use of AI strategically benefit in two ways: They gain time and efficiency and at the same time open up new creative spaces. The decisive factor is not the technology itself, but the ability to integrate it sensibly and bring your own team along. Working with AI is not a matter of course and requires time and resources. Marketing that understands and uses AI will not only be faster in the future, but also more relevant.
Would you like to learn more about AI in marketing? Listen to episode 3 of our AI & Why Pocast now.
