The Future of AI

Besides the obvious that AI is changing and the world physically and that data centres have been continually destroying the planet. In 2025, AI has reshaped the marketing world and continues to do so by automating tasks, generating content, and offering insights at a speed we couldn’t have imagined. Understandably, many marketers, freelancers, writers, designers, and strategists alike are feeling the crunch. By plagiarising existing works and cheapening the craft of talented individuals, AI has enabled creativity and workflow to be outsourced to machines.

Yet, the looming threat of AI stealing jobs is a man-made issue. The reality is that these jobs and the creativity and human touch they require, have long been undervalued. With AI now generating blog posts, product descriptions, and social media captions, freelancers offering these services have been hit the hardest. AI will never be able to replace human intuition, empathy, or strategic thinking. Consumers are beginning to recognise this and with increasing familiarity with tools like ChatGPT, it’s easier than ever to identify brands built solely with AI-generated content. While it might be fast, it lacks the humanness we only notice when our media consumption becomes saturated with AI-produced materials.

AI impacted freelancers in Q1 of this year as small-to medium-sized businesses who were eager to cut costs, were swept away by the gold rush of trialling AI in their businesses. Yet, many underestimated the inaccuracies, brand inconsistencies, quality control issues, and even the mixed results. Marketers and freelancers who’ve observed these patterns have been able to deepen their understanding of their audience and figure out what works and what really doesn't, in turn helping them refine their skills, and align more closely with client goals.

Currently, where AI is excelling is the area of being a really powerful predictive text. Yet people forget that skills and industry expertise are harder for AI to replicate. So in reality, where AI can write a caption, it can’t actually execute a successful brand campaign with emotional intelligence and market awareness with live audience insights. AI can suggest ideas but it doesn't differentiate between what gets people in their feels or what works and what doesn't. It's evolving, but as it's evolving, we're learning about what it's capabilities are and what ours are when we can make our tech work for us.