“Our marketer has discovered AI!” — and why that raises a new question

TL;DR AI is making marketers more productive than ever. But strategy, prioritisation and positioning don’t come out of a prompt. Many companies are finding that their marketer keeps getting better at execution while needing — more than ever — direction, coaching and an experienced sounding board. Marketing is Mensenwerk provides exactly that strategic guidance.

“Our marketer has discovered AI. It saves us so much time! The copy is better, plans are ready faster, and he gets far more done than before. But we’re running into something else: who sets the course? Who decides on the direction?”

More and more organisations recognise this dilemma.

When execution speeds up, choices matter more

AI helps with writing content, building campaigns, working out plans and analysing data. Tasks that used to take hours can now be done in minutes.

That’s good news. But it also raises a new question. Because when execution gets faster, the quality of your choices matters more.

Which audience comes first? Which message should take centre stage? Which propositions deserve attention? Where do we invest — and, just as importantly, where don’t we?

Those aren’t questions AI can answer for an organisation.

A capable marketer, but no strategy behind the work

Plenty of companies have a marketer who is perfectly able to develop plans and deliver campaigns. What’s often missing is a clear strategy behind those activities. So who can help make the strategic choices?

The director usually doesn’t have enough time. Colleagues may be strong on substance but have little marketing experience. And external agencies often execute what’s asked of them without thinking critically about the direction.

Where Marketing is Mensenwerk comes in

We believe AI is a powerful tool — but no substitute for experience, insight and strategic thinking. So we help organisations develop a clear marketing strategy, set priorities and coach their in-house marketers.

Not by taking everything over, but by passing on knowledge and acting as a sounding board.

The result: better marketing, and a better marketer

That way you raise the quality not only of the marketing, but of the marketer too.

Because AI can do a great deal — but deciding what matters is still the work of people.

FAQ

Does AI make marketing staff redundant? No. AI makes marketers more productive, but it doesn’t replace the strategic thinking and human judgement that good marketing requires.

Can an in-house marketer be enough for an organisation? Absolutely. Often, a bit of added strategic guidance is all it takes to make an in-house marketer far more effective.

What’s the role of Marketing is Mensenwerk in all this? We provide strategic direction, coaching and guidance, so marketers can work more effectively and contribute more to the company’s goals.