Thanks for this thoughtful overview. One big shift I’m seeing lately is the rise of marketing generalists who use AI to connect the dots across the whole system, instead of going deep into one narrow area. Also, I see more and more leaders doing hands-on work again. Personally, I find it energising and more creative. Do you think this is a long-term trend?
Thanks Maria, that’s a really insightful point. I see the same: AI is taking over many specialized tasks, which opens space for generalists who can connect the dots and see the bigger picture. At the same time, many leaders are getting more hands-on again because AI lets them create directly, making marketing more creative and dynamic. That’s why in my teaching at university I put a strong focus on balance: one third marketing, one third tech, one third data literacy. I don’t think this is a passing trend but a long-term shift.
Great question, Maria. Most students struggle with data. Markets and trends feel intuitive, but data means technical skills and a mindset shift. Once they see it as the foundation of modern marketing, things click. Even building automated workflows with n8n & similar tools is not a big deal for them
I hope to see the rise of creatives who combine AI's output with sharp sales psychology, turn that symbiosis into a strategy that truly moves customers. Well-written article!
Thank you Toni, I really like that perspective. The real opportunity is exactly in what you describe: combining AI’s output with human creativity and deep psychological insight. That symbiosis is where strategy moves from efficiency to real impact. I believe the future roles in marketing will be less about producing content and more about orchestrating this interplay.
Thanks for this thoughtful overview. One big shift I’m seeing lately is the rise of marketing generalists who use AI to connect the dots across the whole system, instead of going deep into one narrow area. Also, I see more and more leaders doing hands-on work again. Personally, I find it energising and more creative. Do you think this is a long-term trend?
Thanks Maria, that’s a really insightful point. I see the same: AI is taking over many specialized tasks, which opens space for generalists who can connect the dots and see the bigger picture. At the same time, many leaders are getting more hands-on again because AI lets them create directly, making marketing more creative and dynamic. That’s why in my teaching at university I put a strong focus on balance: one third marketing, one third tech, one third data literacy. I don’t think this is a passing trend but a long-term shift.
Out of curiosity, which of these three do your students struggle with the most, and why do you think that is?
Great question, Maria. Most students struggle with data. Markets and trends feel intuitive, but data means technical skills and a mindset shift. Once they see it as the foundation of modern marketing, things click. Even building automated workflows with n8n & similar tools is not a big deal for them
Thank you, Andreas, for your responses. Truly insightful.
I hope to see the rise of creatives who combine AI's output with sharp sales psychology, turn that symbiosis into a strategy that truly moves customers. Well-written article!
Thank you Toni, I really like that perspective. The real opportunity is exactly in what you describe: combining AI’s output with human creativity and deep psychological insight. That symbiosis is where strategy moves from efficiency to real impact. I believe the future roles in marketing will be less about producing content and more about orchestrating this interplay.