Marketing's golden age thanks to AI

It’s marketing's golden age as AI has emerged as the ultimate sparring partner for creativity, expanding the scope of research, personalisation, and testing far beyond what was once possible.

Why? Iterating is core to doing any type of marketing. Now, iteration is cheap, almost instant, radically compressing the path from concept to launch: gone are the days of gatekeepers and expensive campaigns...

As a teenager "coding" WordPress websites was seen as value-add, and this skillset helped me launch my first business. Having a website was enough to get traffic, distribution mattered more than having a great product. You didn't need iteration, you just needed to stick to a few (new) distribution channels.

Fast-forward to today:

• You can launch a decent website after 1 hour of tweaking with tools like Vercel. Maybe 10 more hours for a headless CMS (Storyblok or Sanity)
• You can trial a dozen story angles in real-time, glean extensive insights on specific personas, and refine your messaging on the fly
• Once-forgotten ideas, if well-indexed, become compelling assets (OpenAI's ChatGPT is bringing 8x more traffic for niche products than Google's organic search is, it's mind-boggling)

Yet... AI doesn’t offer a shortcut to better judgment. It merely multiplies whatever insights and clarity are brought to it: garbage in, garbage out.

And yes, marketers not building with AI-first principles will be passé in a few years. But judgment is still the best muscle one can train.

...so much garbage in...