AI and the future of marketing

Big changes are coming that will impact how—and where—you can market to your audience on Facebook and Google. With TikTok, Instagram, and Facebook all shifting to prioritize content above all else, consistently bringing in business now depends on the quality of your content.
Anyone can make videos, and there’s no shortage of content out there. But what determines success is quality and engagement. High-quality videos—whether full-scale productions or short, comedic reels—are now being prioritized and placed by AI. Manual audience targeting is quickly becoming a thing of the past. Each year brings new restrictions on what data can be used to target demographics and how that data is collected.

Things like location, time, and how your ads are shown will be increasingly determined by AI.

Every week, I shoot quick, informative videos with clients to help them stay consistent in public feeds and capture attention. This video, for example, performed well on both Facebook and YouTube ads—it’s engaging yet laid-back. It holds your attention with clean audio and solid camera work. I've found that content that strikes a balance between professional and casual hits a sweet spot that resonates with audiences.

AI is quickly becoming an essential part of doing business. It’s a powerful tool that can offer major advantages—if you know how to leverage it. The creative space is one of the first industries to be saturated with new tools designed to streamline and assist with production. When used correctly, these tools can drastically reduce turnaround times and significantly improve quality.
This shift means companies can save substantially by bringing content production in-house. Until now, many businesses have spent hundreds of thousands outsourcing branded content to third parties. The issue is that turnaround expectations for high-quality content are shrinking fast.

I've sat through countless meetings where clients nitpick minor details, delaying content by months—details that Gen X and Gen Z audiences often don’t notice or care about. Many older decision-makers still believe that polished branding is the key to success, but the opposite is proving true: audiences crave genuine, human content. Being relatable is incredibly effective.