Marketers, we have an AI problem: But it’s probably not the one you’re thinking of.
While we’re busy debating whether AI will steal our jobs (spoiler: 64% fear it will), we’re missing the real issue. We’re treating AI like a fancy spell-check when it really has the potential to become a secret weapon in the marketing arsenal.
The reality is that 59% of marketers see AI’s potential in content creation, including copywriting, but only 26% are actually using it. This basic application barely scratches the surface of AI’s full potential.
So, maybe it’s time we stop thinking like marketers (just for a minute, don’t worry). What if, instead, we tried thinking like software developers? This is a group that is largely unafraid of AI’s power, as they’re constantly finding ways to push the boundaries and redefine what’s possible with new technology. They’re treating AI the same way, and that’s the mindset we need to transform our approach to marketing. By thinking like developers, we can harness AI to uncover deep customer insights, optimize campaigns in real time and drive unprecedented ROI.
The Developer Mindset: A Marketer’s Secret Weapon
Aside from their coding skills, developers have a superpower when it comes to AI: Their mindset. They approach AI with boundless curiosity, constantly asking “What if?” and pushing the boundaries of what’s possible. If AI can help solve a problem, or provide more clarity, many developers are determined to take advantage of that opportunity.
Consider Devin, the world’s first fully autonomous AI software engineer developed by Cognition Labs. Instead of fearing this AI that can code, debug and even deploy applications, the tech community has embraced it. Most see Devin as a collaborative tool, a way to focus on more interesting problems and strive for ambitious goals.
This acceptance of AI as a partner — not a threat — is the key difference between developers and many marketers. Developers are open to AI’s possibilities, even if they don’t know what’s next. They see AI advancements as a natural evolution of their field, knowing there will always be more complex problems to solve and new areas where human expertise remains critical.
So, how can marketers apply this attitude to advance their marketing strategies?
Experimenting fearlessly with AI will transform marketing challenges into opportunities for groundbreaking innovation. While 57% of marketers are looking to gen AI to drive ROI, many are likely focused on obvious, surface-level applications. Those who adopt a developer’s curiosity, however, can dive deeper, uncovering truly consequential uses that go beyond the basics.
Let’s review how top marketers currently employ consequential AI and how they’ll likely level up their efforts in 2025 (and beyond).
Customer Insights & Personalization
Current: AI uncovers hidden patterns in customer data, enabling hyper-personalized experiences at scale — 38% of marketers already use it for this purpose.
Next level: Deploy conversational AI across channels to create dynamic, two-way personalization. Use predictive intent modeling to instantly tailor product recommendations, content and offers, even adjusting website layouts in real-time based on individual user behavior and preferences.
Operational Efficiency & Campaign Optimization
Current: Real-time campaign analysis and AI-powered insights drive faster, data-backed decisions and peak ROI.
Next level: Implement AI-orchestrated marketing ecosystems that dynamically allocate resources across channels and campaigns. Leverage predictive AI to forecast market trends and automatically pivot strategies, optimizing for customer lifetime value and brand equity alongside immediate ROI.
Rapid Testing & Experimentation
Current: Use AI as a co-pilot in your marketing campaigns. For example, enhancing A/B testing to quickly identify winning strategies and accelerate marketing innovation.
Next level: Create AI-driven “creative laboratories” that churn out and test new marketing concepts 24/7. Use smart algorithms to evolve campaigns based on current audience feedback.
Embracing Our AI Future
The AI revolution in marketing isn’t a threat — it’s our greatest opportunity yet. Instead of fearing job displacement, we need to see AI for what it truly is: A powerful tool to elevate our roles and become indispensable strategic partners in our organizations.
As AI takes over routine tasks and data crunching, we’re freed up to do what humans do best: Think creatively, strategize and connect with customers on a deeper level. AI doesn’t diminish our value; it amplifies it. Take this as an opportunity to completely rethink your job, a chance to create something more incredible with AI at your fingertips.
The future of marketing belongs to those who can seamlessly blend human creativity with AI-driven insights. By embracing AI tools with a developer’s curiosity, we’re not just adapting to change — we’re driving it.
Amanda Cole is the CMO of Bloomreach, an AI-powered E-commerce personalization platform. She is responsible for the execution of Bloomreach’s marketing strategy to drive further business demand and brand awareness. Cole is a passionate marketing professional with more than 15 years of experience in helping SaaS companies build impactful brands, communicate differentiated value and grow high-performing marketing teams.
