Marketing has always relied on data, which makes it fertile ground for AI. Models now predict which customers are likely to churn, which ad creative will perform best with a given audience, and what price point maximizes revenue for a specific product and moment.
Generative AI has added a new layer on top: drafting ad copy variations, generating product images, and personalizing email content at a scale that would be impossible for a human team to write by hand for every single segment.
The risk marketing teams are actively managing is homogenization — if every brand uses the same tools with the same defaults, campaigns start to sound alike. The teams getting the most value treat AI output as a fast starting point that a human editor shapes into something distinctly on-brand.