South Africa, Jan. 26 -- Yet, marketing isn't a set-it-and-forget-it function.

AI has genuine value when used correctly. It excels at processing datasets, generating initial concepts, setting up A/B tests, and handling repetitive tasks. It's brilliant at removing grunt work and accelerating output - freeing skilled professionals from manual data entry.

The keyword there is "assistant." AI speeds things up. It handles the heavy lifting so humans can focus on strategy, nuance, and decision-making.

But it's still an emerging technology. No board would sign off on a business strategy developed entirely by ChatGPT, Deepseek, Grok, or Claude. So why do we let it happen with marketing?

The people-pleaser problem

One of the intrinsic problem...