Recently, the role of online marketers has shifted significantly. The rise of artificial intelligence (AI) is set to completely change the rules of the profession once again. In the past, many marketers were trained broadly and functioned more as generalists. But now, with AI taking over more operational tasks, online marketers are becoming specialists again. Let’s explore these shifts in the field and what they mean for the marketer of the future.

From Generalist to Specialist

In the past, when automation in platforms like Google and Meta was still minimal (several years ago), it was important to be highly specialized. Specialists were largely responsible for results in channels such as SEA, SEO, Display, and Social, and they were trained to become experts in a single channel.

More recently, marketers were trained to handle a broader range of tasks. They needed knowledge across the board, from search engine optimization (SEO) to content marketing and paid ads like Google Ads. This meant they didn’t have deep expertise in all channels, but since platforms like Meta and Google automated much of the work, this wasn’t always necessary. Staff became multi-deployable, which is valuable in a tight labor market. At Draft, we believe specialists have always been important. They still make a significant difference in campaigns and channels.

With the rise of AI, the need for these generalist skills will diminish (but not disappear). AI can handle tasks like managing ad campaigns, analyzing simple data, and even automatically generating ad copy more efficiently than humans. As a result, online marketers are pushed to specialize in areas where human creativity and strategic thinking remain indispensable. Creativity and out-of-the-box thinking ensure maximum leverage of AI tools. This requires deep knowledge of systems and a clear understanding of cause and effect within them. It’s also crucial to link data and content effectively to media channels. This way, you can steer towards better returns in usual channels while using AI to your advantage.

The Role of Creativity for Online Marketers

While AI automates more operational tasks, creativity becomes increasingly important. Creativity is a uniquely human trait that is hard to replicate by machines. The ability to develop innovative campaign ideas, create engaging content, and tell compelling brand stories will be key to online marketers’ success.

AI can assist in identifying trends and generating data-driven insights, but marketers must translate this information into creative strategies and campaigns that resonate with their audiences. AI relieves operational burdens, freeing marketers to use their imagination and help brands stand out in a digital environment crowded with competitors.

This issue has been visible for some time, as ad quality steadily declines. Especially in digital ads, hyperpersonalization is common and there’s heavy focus on digital metrics like VTR. However, these metrics don’t show whether an ad truly connects with the consumer. Consider using pretesting for digital media to improve relevance.

Conclusion: How AI Will Change Online Marketers

The role of online marketers is evolving rapidly in the AI era. From generalists, they become specialists with deep knowledge of AI systems and the creative skills to leverage these tools effectively. While AI automates more operational work, creativity will distinguish successful marketers. The online marketers of the future will not only understand and use AI but also integrate creativity into their workflows.

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