The question on every Australian SME’s mind right now is whether artificial intelligence will steal marketing jobs. Our view, after working with dozens of businesses navigating this shift, is that it’s far more likely to fundamentally change *what* we do, rather than eliminate the need for skilled marketing professionals. We’re seeing a clear evolution of roles, not a wholesale replacement.

Let’s be realistic. AI is already automating tasks previously handled by marketers. Things like basic social media scheduling, report generation, and even initial drafts of ad copy are now quicker and cheaper with AI tools. However, these are typically tactical activities. The real value in marketing – the strategic thinking, the deep customer understanding, the creative problem-solving – remains firmly in the human domain.

Here are a few key shifts we’re observing:

• From Execution to Oversight: Marketers will spend less time *doing* and more time *managing* AI tools. This means analysing outputs, ensuring brand consistency, and refining prompts to get the best results.
• Increased Focus on Strategy: With AI handling routine tasks, we can dedicate more time to higher-level strategy – market research, competitive analysis, and identifying new growth opportunities.
• The Rise of Prompt Engineering: A new skill set is emerging: the ability to write effective prompts that elicit the desired responses from AI. This is a marketing skill, not a technical one, requiring an understanding of language, persuasion, and our target audience.
• Hyper-Personalisation at Scale: AI allows us to analyse customer data and deliver highly personalised experiences. But it’s the marketer’s job to define the segments, craft the messaging framework, and ensure these experiences align with our brand values.

The businesses that thrive won’t be those who simply adopt AI, but those who strategically integrate it into their existing marketing capabilities. This means investing in training for your team, focusing on skills development in areas like strategic thinking and data analysis, and embracing a culture of experimentation. Don’t think of AI as a threat, but as a powerful new tool that can amplify your marketing efforts and drive better results.

Our recommendation? Start small. Identify one or two repetitive tasks that could be automated with AI, and begin experimenting. This will give you valuable insights into the technology’s potential and help you prepare your team for the future of marketing.