The rise of AI in marketing: Insights from the front line

Over the past few months, AI has quickly moved from hype to hands-on, becoming a practical and powerful tool that’s reshaping how marketing teams plan, create, and connect with customers.

This transformation extends beyond global trends, making significant inroads in South Africa, where marketers are increasingly using AI to enhance efficiency, boost creativity, and drive business growth. While the benefits are substantial, marketers must also navigate local regulatory, economic, and technological challenges.

Global trends: AI as a cornerstone of modern marketing

Research shows that AI is now integral to modern marketing. It helps marketers be more agile, make data-driven decisions, and produce content at scale. By automating repetitive tasks, AI allows marketers to focus on high-impact initiatives such as innovative campaigns and personalised customer engagement. As adoption grows, promoting AI literacy and measuring impact will be key to maintaining a competitive edge.

Key statistics highlighting AI's impact

According to recent reports from CoSchedule and Canva, AI's influence on marketing is clear:

• 85% of marketers use AI tools for content creation, and those who do are 25% more likely to succeed in their efforts. Nearly 75% say AI gives them a competitive edge.

• 94% of marketers now have dedicated AI budgets, with 75% expecting them to grow.

• 85% of professionals are saving at least 208 hours a year, the equivalent of more than five full work weeks.

• 92% believe AI literacy will be a core competency within 2 - 4 years.

AI in marketing: productivity and creativity

AI is not just a time-saver. It’s transforming how marketing teams operate, think, and create. 80% of marketers report improved productivity, while 77% say AI boosts their creativity. The technology is clearly a powerful catalyst for creative output.

Still, there are concerns. 72% worry AI could lead to homogenised marketing and a loss of human creativity. The challenge lies in using AI to increase efficiency without losing brand distinctiveness or creative flair.

AI adoption in South Africa: opportunities and challenges

At Inospace, we’ve actively embraced AI to transform the way we work. Tools like ChatGPT and Gemini have become central to our marketing processes, not only for content creation but, perhaps more powerfully, as research accelerators. What previously required days of digging now takes minutes, allowing us to work smarter and move faster while still applying human judgement through diligent fact-checking.

Beyond efficiency, these tools have helped unlock creative confidence across our team. Team members who were once hesitant to draft emails or share ideas publicly now use AI to refine their thinking and express themselves more clearly. Whether it's writing a LinkedIn post or crafting a proposal, AI is empowering more voices across our business.

And while we’ve seen the benefits first-hand, we also recognise that many South African businesses are still in the early stages of AI adoption. Bridging that gap requires a localised approach, one that considers our market realities, from infrastructure and compliance to customer behaviour. The potential is there, but real impact will come from thoughtful, tailored implementation.

Key opportunities for South African marketers

• Investing in the right tools: The local market is seeing increasing adoption of AI for customer personalisation, automation, and insights. Leading South African companies like Takealot and Discovery are experimenting with these tools to streamline operations and improve engagement. Marketers should identify AI solutions tailored to their needs, whether for content generation, audience analysis, or customer interaction.

• Building AI literacy: Empowering teams with AI know-how is no longer optional. Practical skills in using platforms like ChatGPT, Gemini, and Canva’s AI tools are becoming essential for marketers. South African businesses should look to structured training, mentorship, and cross-functional collaboration to integrate AI into everyday workflows.

• Balancing automation with creativity: While AI is excellent for scaling content and speeding up processes, it’s human ideas and emotional intelligence that build brand loyalty. Marketers must maintain their creative edge, using AI as a tool to enhance, not replace, their originality.

• Navigating regulations and ethics: As AI use expands, so do the legal and ethical considerations. With POPIA in force, marketers must build strategies that are transparent, compliant, and respectful of consumer privacy. It’s equally important to ensure AI-generated content is inclusive, unbiased, and aligned with brand values.

The future of marketing: an AI-driven landscape

The future of marketing is undeniably tied to the rise of AI. As the technology matures, it will become even more embedded in the way brands operate, engage audiences, and measure success. For South African marketers, the opportunity lies not just in adopting AI, but in leading its responsible and creative application.

Those who commit to upskilling, stay attuned to ethical standards, and approach AI as a strategic ally, rather than a shortcut, will stand out in a rapidly shifting marketing landscape.

The question now is not if AI will change marketing in South Africa, but how. The time to embrace, adapt, and innovate is now.