Artificial intelligence (AI) is no longer a futuristic concept reserved for tech companies and research labs. It’s here, it’s mainstream, and it’s changing how industries operate. And that includes marketing.
AI’s presence is already reshaping the way brands communicate, compete, and connect with their audiences. In this blog, we’ll explore how AI in marketing is shifting the landscape, what this means for businesses, and why agencies like VerriBerri remain vital partners in navigating this new era.
3 Ways AI Is Changing the Way Brands Market
1. Consumer Expectations Have Shifted
The most immediate impact of AI is visible in consumer behaviour. Audiences are becoming accustomed to hyper-personalised experiences delivered by major platforms. For example, Netflix suggesting your next series, Spotify curating playlists, or Amazon predicting what you’ll buy before you’ve even thought about it.
This level of precision and speed means customers now expect the same from all brands, regardless of size. They want tailored experiences, instant responses, and seamless interactions. Even if a business doesn’t deploy AI itself, its audience has already been influenced by it. That shift in expectation is something every marketer now has to take seriously.
2. The Need for a Clear Strategy
Traditional advertising methods, such as billboards and leaflets, are much more centred around delivering a ‘mass message’ and hoping that it reaches someone who resonates. Whilst digital marketing has always allowed for further refinement, AI in marketing has allowed brands to be even more targeted and data driven with their efforts. It also allows for campaigns that are based on a genuine insight into consumer behaviour.
For businesses, this means strategy has never been more important. It’s no longer enough to post sporadically on social media or run generic ads. In order to be successful, you need to be running campaigns that feel relevant, thoughtful, and well planned.
3. Data Is Power, But Interpretation Matters
Another huge change brought about by AI in marketing is the availability of data. Businesses can now access insights on consumer behaviour, buying patterns, and engagement rates at a level of detail that wasn’t possible before.
But data alone isn’t the answer. The real value comes from knowing how to interpret it. An agency like VerriBerri can translate raw numbers into actionable strategies, identifying trends, predicting challenges, and deciding where efforts should be focused.
Of course, while data and automation are powerful, there’s one area where AI still can’t compete – creativity.
Why You Shouldn’t Rely on AI for Creativity
At first glance, this might seem contradictory but AI can’t match human creativity (yet). Artificial intelligence can generate content, draft captions, and even design visuals at speed. But what it can’t do is replicate the nuance of human emotion, storytelling, and cultural understanding.
AI won’t be able to inject humour, adapt to cultural shifts, or build trust through authentic storytelling. It’s also unlikely to get your tone of voice spot on without a lot of training too. That’s why businesses still need the guidance of experienced marketers who understand how to make campaigns resonate with real people, whether that’s an in-house team, freelancer, or external agency like VerriBerri.
What This All Means for Businesses
For business owners, the rise of AI in marketing can feel daunting. On one hand, it opens new opportunities for personalisation and efficiency. On the other, it raises big questions like ‘How do we stay authentic?’, ‘How do we meet rising consumer expectations?’, and ‘How do we balance automation with human creativity?’
The answer isn’t to replace your marketing team with AI tools. Instead, it’s about recognising how artificial intelligence has shifted the landscape and working with experts who can help you adapt to these new trends.
Let’s Chat!
AI is transforming the marketing world, whether we’re ready for it or not. At VerriBerri, we help businesses cut through the noise with data-driven campaigns that genuinely resonate.
If you’re keen to stay ahead in the era of AI in marketing, get in touch with our team by clicking here!