A sector in the throes of algorithmic transformation
Marketing and communications are among the first professions to be impacted – and augmented – by artificial intelligence. From audience segmentation to content generation, from campaign automation to customer journey optimization, AI is infiltrating every link in the value chain. This change is not just technical: it is profoundly redefining the roles, skills and postures of the modern communicator.
According to the Marketing AI Institute’s State of Marketing AI report (2024)1 :
- 61% of marketing managers say they use at least 3 generative AI tools in their campaigns.
- 83% of professionals believe that AI enables them to better target their audiences.
- 72% believe that AI improves their brand’s responsiveness to customer expectations.
Far from replacing human creativity, AI acts as a catalyst for more agile, more informed communication, more focused on the user experience.
High value-added operational uses
AI is now being deployed across all marketing and communication levers:
- Automated content creation: Tools such as Jasper AI, Copy.ai or ChatGPT can be used to generate advertising copy, social network posts, video scripts or personalized newsletters.
- Predictive analysis of customer behavior: Thanks to machine learning models, CRM managers can anticipate purchase intentions, detect signals of disengagement or personalize follow-up campaigns.
- Generative design and visuals: Platforms like Canva AI, RunwayML or DALL-E 3 generate visuals tailored to each campaign segment in just a few clicks.
- Real-time campaign optimization: AI automatically adjusts advertising budgets and channels (e.g. Google Performance Max or Meta Advantage+) according to continuously measured effectiveness.
- Intelligent conversational chatbots: integrated into sites, they provide immediate 24/7 customer service, while collecting behavioral data.
- Automated social listening: AIs like Brandwatch or Sprinklr analyze millions of mentions in real time to detect weak signals, emerging trends or emerging crises.
- Voice AI and emotional synthesis: some conversational assistants integrate voice prosody to adapt the tone of the message according to the emotional state detected.
According to Adobe (2024)2AI-based automation reduces the implementation time of an omnichannel campaign by 35%, while increasing its conversion rate by an average of 28%.
Towards an augmented communicator and data strategist
The automation of many routine tasks frees up time for higher value-added missions: strategy, storytelling, innovation. The marketing professional becomes a data-centric conductor, able to steer the relationship between data, content and emotion.
Among the new roles emerging :
- Architect of personalized journeys, driving tailor-made customer experiences, optimized by AI.
- Prompt designer: capable of efficiently briefing generative AIs to comply with an editorial line, brand charter or strategic intent.
- Narrative analyst: combining storytelling and data analysis to adapt messages to changing target expectations.
According to a McKinsey study (2024)3companies that fully integrate AI into their marketing observe on average +15% annual growth in marketing revenues, compared with +4% for those remaining on traditional models.
Reconfiguring marketing skills
The emergence of these new uses requires an accelerated increase in skills. The most sought-after profiles are those capable ofcombining creativity, analysis and understanding of algorithms:
- Prompt engineering for automated copywriting and visual creation.
- Critical reading of AI performance: avoid hallucinations, out-of-context content or targeting bias.
- Ethics of automation: understanding the impact of algorithmic personalization on privacy, representation and transparency.
- Managing AI A/B testing: empirical validation of the proposals generated.
- Knowledge of adaptive SEO: AI now makes it possible to dynamically optimize content for search engines, as algorithms evolve.
According to LinkedIn (2024 report on skills in demand)4positions combining “AI + marketing” are those whose demand has risen the most in 12 months (+41%).
Responsible AI for more inclusive communication
The ethical challenges of AI in marketing should not be overshadowed, but can become positive levers for responsible innovation :
- Diversity and inclusion: models need to be trained on multicultural bases to avoid stereotyping. AI can also help detect bias in the content produced.
- Transparency of generated content: more and more brands are adopting labels like “Content Credentials” to indicate AI-generated visuals or text.
- User data protection: AI must be used in compliance with the RGPD and explicit consent, particularly for targeted campaigns.
- Ecodesign of campaigns: some tools, such as EcoSend or Greenmetrics, use AI to reduce the carbon footprint of marketing actions.
These issues become differentiating arguments in an era marked by high expectations in terms of trust, clarity and sobriety.
What will the marketer’s job look like in the future with AI?
Tomorrow’s marketer will be augmented by AI at every stage of his value chain:
- Self-optimizing campaigns: generative tools will propose, test and adjust content in a continuous loop, without direct human intervention.
- Augmented decision-making dashboards: combining performance data, semantic analysis and behavioral forecasting.
- Immersive marketing: with the arrival of AI in XR (extended reality) environments, brand experiences will become interactive and immersive.
- A polymorphous communicator: able to produce text, image, video, sound… and coordinate these formats to serve a coherent strategy.
But this transformation requires structured support: schools and companies will need to train hybrid profiles, develop a culture of experimentation, and establish transparent algorithmic governance.
The future of marketing: between human intuition and algorithmic power
AI doesn’t replace human creativity, it accelerates it, structures it and continuously adapts it. Tomorrow’s marketing professional will be a mediator between emotion and data, between human storytelling and algorithmic optimization.
But what will the marketer’s job really look like in an environment saturated with intelligent tools?
The answer lies in a renewed balance: AI will take over repetitive and analytical tasks, while the human will remain guarantor of the meaning, strategic vision and values embodied by the brand. The marketer will no longer be just a campaign creator, but an orchestrator of hybrid experiences, capable of exploiting AI as a decision-making, narrative and operational partner.
The challenge for organizations will be to train these augmented profiles, rethink managerial practices around algorithmic agility, and implement ethical governance of the content and data generated.
In other words: not choose between human or artificial intelligence, but learn to design together a new form of intelligence… strategic.
References
1. Marketing AI Institute. (2024). State of Marketing AI Report.
https://www.marketingaiinstitute.com/research/marketing-ai-report
2. Adobe. (2024). Marketing Automation & AI Benchmarks.
https://business.adobe.com/blog
3. McKinsey & Company. (2024). The State of AI in Marketing.
https://www.mckinsey.com/business-functions/mckinsey-digital
4. LinkedIn. (2024). The Most In-Demand Skills 2024.
https://www.linkedin.com/pulse/skills-2024