The Future of AI and Marketing Collaboration

By Laurent Ross, COO & Co-Owner, Oxygen

It is becoming increasingly clear that AI has become an integral part of marketing operations. Most professionals in our industry are utilising AI tools in some capacity, with varying degrees of sophistication. Through my experience, I’ve observed how teams interact with these tools – sometimes effectively and sometimes in ways that may limit their professional growth.

Some teams have become heavily reliant on AI tools, often bypassing traditional research methods and accepting AI-generated content without sufficient review. There have even been instances where AI-generated work has been presented as a time-intensive human effort, raising important questions about transparency and quality.

Quality Matters More Than Ever

The impact of this shift became particularly evident in December 2024 when Google rolled out what the SEO community dubbed the “Gemini Update” – a significant algorithm change that transformed how AI-generated content is evaluated. Affecting websites globally across all languages, this update aimed to reduce “unhelpful content within search results” by up to 40%, making it clear that Google’s systems had become remarkably adept at distinguishing between valuable AI-assisted content and mass-produced, superficial content.

Websites relying on mass-produced, superficial AI content saw their rankings plummet. However, those who used AI strategically – as a tool to enhance rather than replace human expertise – often maintained or even improved their positions. This update served as an important reminder that while AI can be a powerful tool, it shouldn’t replace thorough research, genuine expertise, and the authentic human perspective that comes from real-world experience.

The Challenge of Content Quality

We’re experiencing an unprecedented volume of content being produced with AI assistance. While AI tools can help create grammatically correct and structured content, there’s a growing need to distinguish between content that merely exists and content that provides real value to audiences.

So I believe that the  standard for effective marketing has evolved. Success now requires the skillful integration of various AI tools while maintaining a strong commitment to quality and value creation. This represents both a challenge and an opportunity for marketing professionals to elevate their work.

The Evolution of AI Agents

The landscape continues to evolve with developments like OpenAI’s Operator mode, currently available to Pro subscribers at $200 per month. While early reviews suggest its capabilities are still limited to basic tasks, with occasional challenges in complex scenarios, it represents an important step in the evolution of AI agents.

As we look toward the end of 2025, it’s reasonable to expect more capable AI agents to emerge.

DeepSeek, a new open-source AI model from China, has gained significant attention in the generative AI landscape, particularly among everyday users seeking powerful AI capabilities without subscription costs. While not matching the capabilities of premium models like GPT-4 or Claude, DeepSeek offers notably stronger performance than free alternatives, making advanced AI technology more accessible to the general public.

For businesses, particularly those operating in Asian markets, DeepSeek presents interesting opportunities in content creation, translation and automation. Its potential integration with China’s digital ecosystem, including platforms like WeChat, Douyin and Alibaba, could streamline marketing and customer service operations.

This development highlights an emerging trend in AI: the rise of region-specific models that can better serve local markets while contributing to the global AI ecosystem through open-source collaboration. As the field evolves, the competition between proprietary and open-source models could accelerate innovation and improve accessibility across the industry.

Six strategies for Success in an AI-Enhanced Marketing World

1. Use AI as a tool for enhancing critical thinking — rather than replacing it. Consider it a starting point for developing deeper insights and creative approaches.
2. Develop proficiency with multiple AI tools, understanding that different tasks may require different solutions.
3. Focus on contributing unique value through industry expertise, strategic insight and creative thinking that goes beyond AI capabilities.
4. Create workflows that effectively combine AI efficiency with human expertise and oversight.
5. Do things AI can’t do; reach out to real humans for new quotes and interview thought-leaders.
6. Think outside the box, AI marketing strategies and suggestions are usually very “safe”, and you don’t want your campaigns to blend in.

Looking Forward

The marketing industry is approaching a significant transition period. As AI tools become more sophisticated, the ability to add unique value and strategic insight will become increasingly important. The future of marketing lies not in choosing between human expertise and AI capabilities, but in finding effective ways to combine both.

For marketing professionals, this represents an opportunity to evolve their skills and approach. Success will come from understanding how to leverage AI effectively while maintaining focus on strategic thinking and value creation.

The future of marketing will belong to those who can thoughtfully integrate AI capabilities while preserving the human elements that make marketing truly effective.