AI tools have made it easier to produce copy, images, scripts, layouts, research notes, and ad variations. That is useful, but it also creates a sea of similar content: polished enough to publish, not sharp enough to remember.
The former Mastercard CMO Raja Rajamannar recently argued that AI could usher in a golden era for marketing because it pushes marketers toward the parts that matter most: creativity, empathy, curiosity, and consumer understanding.
The small-business lesson
Use AI for drafts, options, and speed. Do not outsource the point of view. If the brand has no taste, no customer insight, and no real belief, AI will simply make the sameness faster.
Brief action: Before generating creative, write the human insight in one sentence: "Our buyer feels X because Y, and we can help them get Z."