"Greg Peters is the president and founder of 4B Marketing, a full-service tech marketing agency based in Denver, CO. AI is the biggest jolt of energy marketing has felt since the internet. Rather than fear it, smart operators will grab it and ride the wave."
"Now AI is here, and the shifts feel constant. At a breakneck pace, it's commoditizing once-core marketing tactics, doing the work so effectively that public opinion assumes machines can replace marketers. Here's where the pressure amps up: Clients and executives often don't care how the work gets done, as long as it's completed on time and within budget. You can manage revenue, risk, cost and cash flow however you see fit, as long as the numbers move in the right direction."
Marketing originated in the 1960s as a boardroom discipline rooted in creative strategy. The internet shifted focus toward tactical execution—SEO, banner ads, pop-ups, and content mills—reducing emphasis on big ideas. AI is now commoditizing those tactical functions at a breakneck pace, producing work so effectively that machines appear able to replace marketers. Clients prioritize timely, budget-compliant outcomes over process, increasing pressure on agencies. AI adoption paired with expertise can drive faster, durable results and prove agency value through measurable outcomes. Creatives resistant to AI risk being outcompeted by professionals who effectively leverage AI tools.
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