Artificial Intelligence in Marketing: can It Replace Advertising Agencies?

Today, artificial intelligence (AI) in marketing is no longer just a trend, but an everyday tool. It helps create content faster, analyze data, optimize advertising campaigns, and reach audiences more accurately.

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And while there is no end to the talk that AI will replace marketing professionals, reality tells a different story—unique, authentic content is increasingly valued. Artificial intelligence can offer ideas and help save time, but it is marketing professionals who shape the creative direction, tone, and genuine connection with the audience.

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Artificial intelligence

Artificial intelligence tools rapidly gained popularity in marketing in 2023. The market was flooded with mass-generated content—articles, social media posts, visuals, and ad copy. It seemed like a productivity breakthrough—even more content in less time and at lower costs. It is estimated that as many as 88% of marketing professionals use AI tools on a daily basis.

However, in 2024–2025, the flip side became apparent—content overload, also known as content fatigue. Consumers recognize repetitive phrases, identical styles, and polished visuals. On social media, more than 40% of longer Facebook posts are created using artificial intelligence.

The volume of information is growing, but the audience’s attention is not. Therefore, the most important question today is not how much content can be created, but how much of it creates real value and actually helps achieve results.

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What tasks can artificial intelligence perform?

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In marketing, artificial intelligence can be applied in various areas:

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• Idea generation – analyzes trends, search queries, and competitors’ content to help identify the most relevant topics.
• SEO copywriting – creates articles, product descriptions, blog posts, and meta descriptions.
• Ad copywriting – creates headlines, ad copy, and A/B test versions.
• Visual creation – creates images for ads and social media based on text descriptions.
• Content personalization – tailors communication to user behavior and preferences.
• Data analysis and optimization – evaluates campaign results and suggests solutions to improve effectiveness.

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The Most Popular AI Tools for Content Creation

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The market today is full of artificial intelligence solutions, available in both free and paid versions. The most commonly used ones are:

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• ChatGPT – helps you write articles, create headlines, craft ad copy, or quickly find the information you need.
• Jasper AI – designed for marketing copy, it allows you to tailor content to a specific audience and the desired tone.
• Canva Magic Studio – helps create visuals, posters, or social media post layouts based on a brief description.
• Midjourney – for generating illustrations and advertising visuals.
• Synthesia – allows you to create a video with a virtual presenter even without filming equipment.

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The right choice of tools depends on the company's goals, communication channels, and content strategy.

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Can a marketing strategy be entrusted to artificial intelligence?

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Artificial intelligence can analyze large amounts of data, segment audiences, and predict campaign results. This allows for faster decision-making and more efficient budget allocation. 

However, a marketing strategy starts with a clear direction—what value the brand creates, what problem it solves, and what market position it aims to occupy. Artificial intelligence still cannot answer these questions on its own.

Brand values, communication tone, and strategy are shaped by humans. Artificial intelligence can accelerate the process, but the mission and vision are created through experience, critical thinking, and market understanding.

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Why doesn't artificial intelligence always deliver the results we want?

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Most often, the problem lies not with the tool itself, but with the way the task is formulated. If artificial intelligence is given an abstract request, such as “write a text” or “create a visual,” the system naturally chooses the safest option—content that is generic, easily adaptable, but rarely stands out.

Artificial intelligence operates according to clear guidelines. If the goal, context, or audience is undefined, it lacks direction, and the result is consequently mediocre. A high-quality result starts with a precisely formulated task: a clear goal, a specific context, and defined expectations. The more precise the query, the better the result will be.

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Facebook Advantage+ Ads

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Facebook has been using artificial intelligence solutions in its advertising campaigns for some time now. “Advantage+”—an AI-driven campaign mode—has received mixed reviews, but experience shows that, when properly configured, it can be more effective than traditional, manually optimized campaigns.

The solution running on the Meta network allows the system to automatically allocate the budget, test different creative versions, and optimize results in real time. In some cases, e-commerce businesses have seen significant revenue growth compared to previous solutions.

However, this model does not work without the input of a Facebook specialist. The effectiveness of artificial intelligence depends directly on clearly defined conversion goals, high-quality data tracking, and precisely defined audiences. Artificial intelligence can take over the optimization process, but strategic direction, creative decisions, and data quality are still ensured by humans.

Artificial intelligence today opens up a wide range of possibilities—from deeper analysis of user behavior to faster content creation and campaign testing. It helps plan actions more effectively, optimize processes, and focus more on strategy and creativity.

But technology alone does not guarantee results. Without clear goals, high-quality data, and a well-thought-out strategy, even the most advanced solutions will not achieve the desired outcome. True value emerges when technology is combined with experience, critical thinking, and creative thinking.

We here at BRN Agency use artificial intelligence every day, but we view it as a tool rather than a solution. In our view, tools should reinforce an idea, while its direction, tone, and authenticity are shaped by real people.

If you’re wondering how to put this into practice—from choosing the right channels to developing a clear strategy—we’d love to discuss it with you.

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