We are living through a time that I call The Great Abstraction. Across nearly every role and industry, AI is eating complex apps and processes, and the changes are happening fast:
- Dynamic chat sessions replacing siloed apps
- On-demand metrics replacing static reports
- AI agents automating low-value, time-intensive tasks.
But abstraction is not the same as simplification.
As AI systems incorporate and start replacing traditional app experiences, they demand that business leaders and their employees rethink how they work.
But for people used to doing things a certain way, this much change is extremely difficult to navigate.
That's one of the big ironies at the heart of the AI era.
While the machines we use to perform work become simpler to use, the job of managing workforces and careers has become a lot more complicated.
THE REWIRING OF THE CUSTOMER JOURNEY
Marketing, and digital marketing in particular, is on the front lines of the disruption.
For the past 20 years or so, the approach to online growth has been relatively stable:
- Establish a web, mobile, and social media presence,
- Apply a mix of inbound and outbound tactics to drive awareness, engagement, and conversions,
- Measure and improve as you go.
But what happens when the web itself starts to shift?
The fact is that the same AI systems that are changing how we work are also rewiring the customer experience.
Early in my career, a wise person gave me some good advice:
"Never bet against convenience."
With that in mind, consider the following:
Google already serves 50% of searches with AI Summaries, replacing visits to multiple websites.
ChatGPT supports agents that give everyone a personal shopping experience previously available only to the super rich.
Claude Cowork delivers detailed vendor comparisons in 5 minutes, saving days of manual research.
For many observers, including myself, the view is that we're already past "peak website" and "peak app", it's just that not everyone has noticed yet.
SO WHAT'S NEXT FOR MARKETING?
With this in mind, the instinct might be to drop traditional marketing programs and join the AI land rush.
But unless AI adoption in marketing is carefully considered, there's genuine risk of damaging brand reputation and consumer trust.
For example, I strongly advise businesses against using AI avatars, full stop.
But at the same time I think it's irrational not to let Claude help with the nitty gritty, like video editing, competitor analysis, and list building.
And here's another irony of the AI era:
The more that websites, blogs, and emails are surpassed by AI chat sessions, Generative UIs, and shopping agents, the more essential it will be for businesses to connect directly with audiences by showing up in person, whether at a tradeshow, webinar, or hosted experience.
This resurgence of event marketing hints at what I feel will be the real benefit of AI in marketing.
RESTORING CUSTOMERS AS THE CENTRE OF THE MARKETING UNIVERSE
To many, marketing is seen as a black box, but its core principles are straight-forward and immutable:
- Talk to customers to deeply understand their problems.
- Build a product that solves those problems.
- Position the product in way that deeply resonates with customers
- Validate the value the product delivers.
- Communicate that value creatively and compellingly.
This is how all successful businesses go to market and thrive.
I believe the greatest impact of AI will not only be simplifying an operational environment that has become overly complex, but freeing marketing teams to focus on the timeless fundamentals that place customers at the center of the universe.
The road to AI adoption will be different for every business, and it will rarely be straight-forward, but in my opinion the potential benefits make it essential to get started.
If this aligns with how you see things, let's connect.
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