Artificial Intelligence is transforming the world of digital marketing—and not just in theory. From campaign execution to performance optimization, AI is giving marketers tools to be smarter, faster, and more strategic. But as machine learning handles more of the heavy lifting, it’s the human skills that are rising in importance. Let’s break down what this shift means for advertisers and marketers today—and tomorrow.
AI Is Handing Marketers the Steering Wheel 🎯
Gone are the days of micromanaging every ad placement and budget line. Today, AI is helping advertisers gain more control by automating tedious tasks and giving real-time visibility into performance metrics.
Nikki Lindgren, Founder and Managing Partner of Pennock, summed it up perfectly on the DMI podcast:
“There’s going to be more machine learning-based campaigns that do more of the heavy lifting… They’re much easier for people to maintain than ad campaigns of the past.”
Take Meta’s Advantage+ Shopping Campaigns or Google’s Performance Max—these AI-powered tools can test multiple creative combinations, find high-performing audiences, and auto-optimize spend.
But here’s the catch: the better your strategic thinking, the more effective these tools become. For example, if your target audience doesn’t convert through Gmail ads, AI can now help you pinpoint that and redirect budget towards something more effective—say, Google Maps or YouTube. This level of control is what marketers have long dreamed of.
To get the most from this AI evolution, it’s crucial to work with a smart, future-ready advertising agency that knows how to pair data with direction.
Why Soft Skills Are the New Superpower 💡
Yes, technical skills like SEO, GA4, and social media scheduling are important—but what separates the great marketers from the good ones? Soft skills.
That might sound surprising in an industry driven by analytics and automation, but the data speaks volumes. LinkedIn’s Global Marketing Jobs Outlook Fall Report named collaborative problem-solving the #1 marketing skill of the year—a 138% rise since 2021.
Think about it: as AI takes over the repetitive, what remains are the things only humans can do well—like empathy, storytelling, communication, and leadership.
As Mischa McInerney wisely said:
“Train yourself up in soft skills and be more purposeful about it. That will help you gain a competitive advantage.”
So how do you level up in this area?
Expert Tips to Boost Soft Skills:
- Volunteer in community or workplace initiatives
- Practice active listening in meetings and client calls
- Find a mentor who challenges your thinking
- Attend workshops or conferences
- Take a short course in leadership, strategy, or communication
The Takeaway
AI isn’t here to replace marketers—it’s here to elevate them. But to stay ahead in this evolving landscape, marketers must balance technical efficiency with emotional intelligence.
Want to take your advertising game to the next level? Partner with an advertising agency that understands the power of AI—and the value of human touch.Because in the end, the future of digital marketing isn’t just artificial. It’s also authentic.
