There is hardly any other topic that is currently occupying the marketing world as much as artificial intelligence.
New tools are emerging almost every day. You can create content, plan campaigns or prepare presentations in a matter of minutes.
Many tasks are completed more quickly.
Some are even considerably easier.
This is an exciting development – and it will bring about lasting change to our work.
Nevertheless, I’ve noticed something different in my projects.
The more digital our working world becomes, the more important the people who create structure become.
After all, marketing these days rarely fails because of a lack of ideas.
The problem is that they have to be implemented within an increasingly complex framework.
Technology does not solve every problem
Nowadays, it is common for many teams to work together simultaneously on an international marketing project.
Brand Management.
Trade Marketing.
Sales.
Creative agency.
Production.
Purchasing.
Retail.
External partner.
Everyone is working towards the same goal.
And yet misunderstandings still arise.
Not because people do a poor job.
But because complexity is increasing.
No AI can decide which discussion should take priority right now.
No software automatically identifies which stakeholders still need to be consulted.
And no tool takes responsibility if a project suddenly starts to falter.
Experience means recognising risks at an early stage
Over the years, you develop a feel for projects.
You often realise very early on when something isn’t quite right.
Not on the basis of a report.
But because small signals become visible.
A meeting has been postponed.
A supplier is not responding.
No decision has been reached.
A deadline suddenly seems unrealistic.
It is precisely at moments like these that experience comes into its own.
Not because anyone knows everything.
But because connections are recognised more quickly.
Structure creates scope
Many people believe that project management is mainly about lists, timetables and meetings.
For me, it means something different.
Structure brings peace of mind.
When everyone knows what to do, better decisions are made.
Creative teams can be creative.
Brand managers can focus on their strategy.
And projects retain their momentum.
AI is changing the way we work – but not our responsibilities
I use AI myself in my day-to-day work.
It helps me summarise information more quickly, produce initial drafts or develop new perspectives.
But it does not replace what makes projects successful.
Communication.
Trust.
Prioritisation.
Decisions.
And the ability to keep a clear head even under pressure.
My conclusion
I don’t think that experience will become any less important because of artificial intelligence.
I believe the opposite.
The more processes are automated, the more valuable people become who can provide guidance, recognise interconnections and steer projects safely through complex situations.
After all, successful projects do not come about through good technology alone.
They are the result of good decisions – and of people who take responsibility.