AI is unlikely to *take* marketing jobs outright in Australia in 2026, but will significantly alter the skills required, primarily through automation of tasks currently handled by marketing professionals. This change is driven by the increasing sophistication of generative AI integrated into marketing platforms, automating content creation and data analysis.
As of December 2025, platforms like HubSpot, Adobe Marketing Cloud, and increasingly, locally-focused options such as ActiveCampaign (widely used by Australian SMEs) now include AI-powered features. These features operate using large language models (LLMs) trained on vast datasets. For example, HubSpot’s AI assistant can generate blog post drafts, social media copy, and email subject lines based on inputted keywords and brand voice. Adobe Sensei, integrated into Adobe Experience Cloud, automates A/B testing and personalises website content based on user behaviour. These systems don’t *replace* strategy; they accelerate execution. Currently, Australian data privacy regulations (like the Privacy Act 1988) require careful consideration when using AI for personalised marketing, ensuring compliance with consent requirements. In 2026, we anticipate further integration of AI into campaign performance prediction, with platforms offering more granular insights into ROI. Announced updates for 2027 include AI-driven budget allocation across channels.
Essentially, these AI tools function as advanced assistants, automating repetitive tasks and providing data-driven insights to inform marketing decisions, rather than autonomously managing entire marketing strategies.
