Why AI Is Replacing Marketing Jobs—But Missing the Real Point

Companies are rushing to use artificial intelligence (AI)—software that can write, design, and create content automatically—to save money. But according to marketing strategist Edgar Molenaars, this is the wrong approach.

The problem is simple: most businesses are using AI to do what they already do, just faster and cheaper. They automate their existing marketing processes and pump out low-quality content at scale. This leads to one result: marketing departments become increasingly automated away. "Soon we'll have automated the entire marketing department," Molenaars warns. But cheaper content doesn't mean better marketing.

What's actually missing from this automation race is strategy. Instead of asking "How can AI help us do what we're already doing?" companies should ask "What makes our brand different and worth buying?" Building a real brand—one that people recognize and trust—takes thought, creativity, and human judgment. You can't automate that. When every company uses the same AI tools to produce similar content, everyone sounds the same. And when everyone sounds the same, no one stands out.

The real opportunity isn't about saving money. It's about using AI to help think differently about what your brand actually stands for. That means going back to basics: understanding who you are, what you offer that's truly unique, and why customers should care. That's where real growth comes from.