The Complete Guide to AI-Powered Marketing Workspaces

When I first encountered marketing automation in 2015, it promised liberation from the tedium of repetitive tasks.

A decade later, we've achieved that promise… and discovered something unexpected in the process.

We're drowning in tools that were supposed to save us.

The average marketer now toggles between applications nearly 1,200 times per day, spending almost four hours per week simply reorienting themselves after switching apps.

That's five working weeks, roughly 9% of annual work time, lost not to actual work, but to the cognitive tax of remembering where we left off.

And yet, something remarkable is emerging from this chaos.

A new category of technology is challenging the fundamental assumption that more specialized tools equal better marketing. These aren't tools at all, actually.

They're workspaces… and the distinction matters more than you might think.

What Makes a Workspace Different from a Tool

Before we dive deeper, let's establish what we're actually talking about when we say "workspace" versus "tool."

This isn't semantic hair-splitting. The difference represents a fundamental shift in how marketing technology is conceived, built, and used.

Tools: Specialized but Isolated

Marketing tools are designed to excel at specific functions. Your email platform handles campaigns. Your social scheduler manages posts. Your analytics dashboard tracks performance. Each tool optimizes for its particular domain, and within that domain, it might be exceptional.

The problem emerges in the spaces between.

Every time you move from email copywriting to social scheduling to performance analysis, you're not just switching screens—you're rebuilding your mental model of the work from scratch. The context you painstakingly constructed in one tool evaporates the moment you open another.

Research from Qatalog and Cornell found that it takes an average of 9.5 minutes to get back into a productive workflow after toggling to a different digital app.

And here's the thing: that's not just the momentary toggle itself.

You lose those additional minutes getting back into the flow of things. The mental framework you'd carefully constructed has completely evaporated.

Workspaces: Continuous Context

A true workspace doesn't just house multiple tools under one roof—it preserves the continuity of your thinking across different types of work.

When you move from strategy to creation to execution within a workspace, you're continuing the same conversation rather than reconstructing context from scratch.

Think of it this way: tools are like having separate rooms for every activity in your house, each with its own locked door and no windows. A workspace is like an open floor plan where you can see everything at once, where moving from the kitchen to the dining room doesn't require you to forget what you were cooking.

The distinction becomes clearer when you consider what happens to information.

In a tool-based approach, information lives in silos. Your brand guidelines exist in one place, your campaign brief in another, your creative assets in a third. Every time a new person joins the project or a specialist needs context, someone has to manually ferry information across these boundaries.

In a workspace, information flows naturally.

Your AI conversation about strategy becomes the foundation for your content creation. Your content creation automatically inherits your brand voice and past work. Your execution partners see the full context without a single "can you send me that doc?" message.

The State of AI-Powered Marketing in 2025 & Beyond

To understand why AI-powered workspaces matter right now, we need to look at where marketing actually stands with AI adoption.

The numbers tell a story of explosive growth, but also of unrealized potential.

The Adoption Surge

Between 2022 and 2025, AI marketing adoption jumped by 36 percentage points, transitioning AI from a buzzword to a business-critical engine. More than three out of four marketing teams—76%—are now using AI in core operations.

That's up from just 29% in 2021.

By 2030, adoption is projected to hit 96-97%, making AI a universal layer in marketing execution.

This isn't a trend. It's a transformation.

The market reflects this shift. The AI marketing industry has rocketed to $47.32 billion in 2025 and is expected to grow at a 36.6% CAGR to reach $107.5 billion by 2028. For context, AI marketing tools grew three times faster than general martech between 2020 and 2025.

How Marketers Actually Use AI

When you dig into the specifics, the patterns become clear.

90% of marketers use AI for text-based tasks, with the most common applications being idea generation (90%), draft creation (89%), and headline writing (86%).

Daily usage is becoming standard: 60% of marketers now use AI tools daily, up from 37% in 2024. Additionally, 84% report increasing their AI usage over the past year.

But here's where it gets interesting: while 88% of marketers use AI in their day-to-day roles, most haven't figured out how to use it well.

The gap between adoption (80%) and major productivity gains (30%) tells us something crucial—we're seeing just the beginning of AI's impact on how work gets done.

The Hidden Cost of Success

The explosion of AI tools has created a paradox.

We now have the power to generate content five times faster than manual creation. We can personalize at scale, optimize in real-time, and analyze more data than ever before. And yet, 45% of workers say toggling between too many apps makes them less productive, and 43% report that it's mentally exhausting to constantly switch between tools and contexts.

This is where the tool versus workspace distinction becomes critical.

Having fifty specialized AI tools doesn't solve the problem—it multiplies it. You're not just switching between apps anymore. You're switching between different AI contexts, different conversation histories, different sets of uploaded files and custom instructions.

Knowledge workers switch contexts every 11 minutes on average, with each transition requiring up to 23 minutes to fully refocus.

This means we're not just losing time… we're fragmenting the mental frameworks and thinking structures that took real cognitive effort to build.

The True Cost of Marketing's Tool Proliferation

Let me paint you a picture of what this actually looks like in practice, because the statistics only tell part of the story.

You're developing a campaign. You start with strategic thinking in ChatGPT, crafting the core positioning and messaging framework. You copy that output to Google Docs to refine it and share with your team. Three people add comments, which generate seven Slack threads about changes they can't make directly in the doc.

You move the approved copy to Figma to create assets. The designer didn't see the full strategic context, so they interpret the brief differently. Two rounds of revisions later, you're closer—but momentum is fading and the original strategic thread is fraying at the edges.

Now you need to brief a freelance copywriter for the landing page. You paste relevant sections into an email. They ask clarifying questions. You search back through your ChatGPT conversation to find the answer, realize it was in a different chat thread, finally locate it, and paste it into another email.

By the time you're ready to execute, you've lost context five times, briefed three people separately, and the cohesive vision you started with has fragmented into something close, but not quite right.

Research shows that 59 minutes each day is spent just searching for information across different apps and data silos—critical time wasted hunting down fragmented content.

The Context Switching Tax

The problem isn't just time lost. It's the cognitive toll.

20% of cognitive capacity is lost when a context switch occurs. It takes over 20 minutes to get back on track with a task after being interrupted. And the average person is interrupted 31.6 times per day.

Do the math on that, and you realize that a significant portion of every marketer's day is spent not on actual marketing work, but on the overhead of managing fragmented tools and reconstructed context.

Chronic multitasking and frequent context switching can consume up to 40% of a person's productive time, significantly reducing efficiency throughout the workday. That's nearly half your day spent on the tax of tools rather than the work itself.

The Information Silo Problem

But perhaps the most insidious cost is what happens to institutional knowledge.

In a tool-based world, every project starts from scratch. Your brilliant campaign from last quarter lives in a different universe from your current work. New team members can't see the evolution of your thinking. Freelancers work in isolation without understanding broader business objectives.

What are you left with?

Marketing materials that look like they came from three different companies. Strategies that lack cohesion. Execution that falls short of expectations. 58% of workers feel that they have to respond to notifications immediately, creating a reactive environment where deep, strategic work becomes nearly impossible.

Workspace vs Tool: A Comparison Framework

So how do you actually evaluate whether you need a workspace versus adding another tool to your stack? Here's a practical framework.

1. Context Preservation

Tools: Context dies at the boundary. When you switch tools, you lose your train of thought, conversation history, and working memory.

Workspaces: Context flows continuously. Your AI conversation about strategy seamlessly becomes your content brief, which naturally flows into execution.

Evaluation Question: When your team switches from planning to creation to execution, do they spend more time re-briefing or more time doing the work?

2. Information Architecture

Tools: Information lives in scattered locations. Brand guidelines in one tool, customer research in another, past campaigns in a third.

Workspaces: Information is centrally organized with intelligent access. Everything relevant to your work is immediately available where you need it.

Evaluation Question: How many times per project does someone ask "where is that file?" or "can you send me the link?"

3. Collaboration Model

Tools: Collaboration happens asynchronously across disconnected platforms. You finish in Tool A, export something, upload to Tool B, then notify collaborators in Tool C.

Workspaces: Collaboration is native and contextual. Multiple people can work together within the same continuous thread of work.

Evaluation Question: Do your collaborators see the full picture of why decisions were made, or just the final deliverable?

4. AI Integration

Tools: AI is a feature bolted onto a tool designed for human-only workflows. It generates outputs that you then move elsewhere.

Workspaces: AI is woven into the fabric of how work flows. It can participate at any stage, hand off to humans naturally, and learn from everything in the workspace.

Evaluation Question: Does your AI remember what you discussed yesterday, what projects you've done, and what your brand voice is—or do you re-teach it every time?

5. Talent Flexibility

Tools: External talent requires extensive onboarding, multiple logins, and often work blind to your larger strategy.

Workspaces: External talent can be granted contextual access to exactly what they need, seeing the strategic foundation without overwhelming them.

Evaluation Question: How many hours do you spend onboarding each new freelancer or agency, and how often do they deliver something off-brand because they lack context?

6. Institutional Memory

Tools: Knowledge is trapped in individual tools and people's heads. When someone leaves or a project ends, that knowledge is effectively lost.

Workspaces: Every project, conversation, and decision builds on what came before. Your workspace gets smarter over time.

Evaluation Question: Does your marketing get easier over time as you build systems, or does every project feel like starting from scratch?

How to Evaluate If You Need a Marketing Workspace

Not every marketing team needs to abandon their tools for a workspace. But certain signals indicate that tool proliferation has become a strategic liability rather than a tactical advantage.

Red Flag #1: The Briefing Black Hole

If you find yourself spending hours writing briefs that get repeatedly misunderstood, you have a context problem. When freelancers, agencies, or even internal team members consistently deliver work that misses the mark—not because of lack of skill but because of lack of context—that's your signal.

What to Look For:

• Multiple revision rounds on most projects

• Frequent "that's not what I meant" conversations

• Time spent re-explaining your brand to every new person

• Deliverables that are technically good but strategically off

Red Flag #2: The Version Control Nightmare

Marketing work involves iteration, but if you're drowning in file versions, unclear about what's current, or spending significant time hunting down the "right" version of something, your information architecture is broken.

What to Look For:

• Files named "Final_v7_FINAL_actually_final_use_this_one.doc"

• Uncertainty about which version of a brief was approved

• Slack conversations trying to locate the "latest" anything

• Multiple people working on outdated versions simultaneously

Red Flag #3: The Onboarding Time Suck

Every new tool, freelancer, or team member requires onboarding. But if this process takes days or weeks instead of hours, you're paying a massive hidden cost.

What to Look For:

• Resistance to bringing in specialized help because it's "not worth the hassle"

• New team members taking weeks to become productive

• Saying "it's faster if I just do it myself" for tasks you should delegate

• Loss of productivity when key people are out of office

Red Flag #4: The AI Amnesia Problem

You've adopted AI tools. Great. But if your AI forgets everything between conversations, can't access your brand guidelines, and keeps producing generic outputs that need heavy editing, you're not getting the full value.

What to Look For:

• Starting every AI conversation with a long context-setting prompt

• Generating content that doesn't sound like your brand

• Manually copying and pasting brand voice examples repeatedly

• Getting amazing results once, then never being able to recreate them

Red Flag #5: The Strategy-Execution Gap

Your strategy is solid. Your tactics are sound. But somehow, by the time work is executed, it feels diluted, generic, or off-message. This gap is often a symptom of context loss during handoffs.

What to Look For:

• Beautiful strategy documents that somehow don't translate to execution

• Campaign elements that feel disconnected from each other

• Wondering "how did we get here?" when reviewing final outputs

• Brilliant ideas that somehow become mediocre in practice

Red Flag #6: The Productivity Paradox

You've invested in productivity tools, automation, and AI—but you don't feel more productive. In fact, you feel busier and more fragmented than ever.

What to Look For:

• More time spent coordinating tools than doing actual work

• Exhaustion from constant context switching

• Feeling mentally drained despite not accomplishing much

• Team members saying they can't find time for strategic thinking

The AI-Powered Workspace Solution

If those red flags feel uncomfortably familiar, here's what an AI-powered workspace actually solves—and how it's fundamentally different from what you're doing now.

Continuous Context Instead of Constant Re-Briefing

In a workspace model, context isn't something you create once and lose. It's living infrastructure that flows through every stage of work.

You start a conversation with AI about your campaign strategy. That conversation doesn't end when you move to content creation—it continues. When you bring in a designer or copywriter, they don't start from zero. They step into that ongoing conversation with full visibility into the strategic thinking that led here.

Averi, for example, treats marketing as a continuous flow rather than discrete handoffs.

When you activate an expert mid-conversation, they see the full strategic context. No re-briefing required. No game of telephone where details get lost.

Shared Intelligence That Compounds

Every project you complete teaches the workspace about your brand, your customers, your voice. This isn't just file storage—it's institutional intelligence that makes each subsequent project easier and better.

Your brand guidelines aren't a PDF someone has to find and read.

They're woven into how the workspace generates content. Your past campaigns aren't reference materials—they're training data that helps AI understand what good looks like for your brand.

This is the promise that knowledge management tools have been making for decades but rarely delivering.

The difference?

In a workspace designed for AI-human collaboration, the intelligence lives in the context, not just in the files.

Flexible Expertise Without Fragmentation

Here's where it gets really interesting.

The best marketing teams aren't built solely from full-time employees. They flex specialized expertise up and down based on needs. But in a tool-based world, this flexibility comes with massive overhead.

A workspace changes the equation.

You can bring in a paid media expert for a specific campaign, grant them access to exactly the context they need, and they can jump in without the usual onboarding nightmare. Your AI can collaborate with both them and you, maintaining consistency while leveraging their specialized skills.

It's the modular, flexible team structure that growth-stage companies need—without the chaos that usually comes with it.

AI That Actually Knows Your Business

Most AI tools are generic.

They know a lot about marketing in general and nothing about your marketing specifically. You're essentially hiring the same baseline consultant everyone else is hiring, then manually teaching them about your business every single time.

A workspace-based AI learns.

It knows your brand voice because it has access to everything you've written. It understands your customers because it can reference your research. It suggests strategies based on what's worked for you before, not just what works in general.

This is the difference between 88% of marketers using AI and the much smaller percentage seeing transformative results.

The tool matters less than whether that tool has access to the context it needs to be genuinely useful.

The Averi Approach: Workspace as Operating System

Let's get specific about what this looks like in practice, because abstract concepts are helpful but concrete examples are better.

Averi has built what they call an AI Marketing Workspace—and the distinction from "just another AI tool" is architectural.

It's designed around the insight that marketing work flows through phases (Plan → Create → Execute → Scale) and that each phase benefits from both AI intelligence and human expertise, all within continuous context.

Phase 1: Plan (Strategy & Planning)

You start with a conversation.

Not a blank cursor in a word processor, but an actual strategic dialogue with AI that knows your business. It can pull from your past campaigns, reference your customer research, and understand your current positioning.

When you need pressure-testing or specialized insight, you can bring in a human strategist mid-conversation. They don't need a separate brief—they join the existing conversation thread and can see exactly where your thinking is.

The workspace enables this because:

• All your brand context lives in one accessible library

• Conversation history is preserved and searchable

• You can seamlessly transition from AI dialogue to expert collaboration

• Strategic decisions are documented automatically as they happen

Phase 2: Create (Content Development)

Your strategy conversation flows directly into content creation.

The AI has full context on what you're trying to achieve and why. It can generate first drafts that actually sound like your brand because it has access to your voice, not just generic style guidelines.

Create Mode in Averi lets you work on long-form content, presentations, or assets with AI assistance—but here's the key: you can bring in a specialist (a writer, designer, whatever you need) who can jump right into editing that draft. They see your conversation with AI, your strategy notes, and your brand guidelines. No separate handoff meeting required.

The workspace enables this because:

• Context flows from strategy to creation automatically

• Multiple people (you, AI, experts) can work on the same content

• Revisions happen in place rather than across versions

• Brand assets and guidelines are immediately available

Phase 3: Execute (Campaign Activation)

Here's where most marketing systems completely break down.

You've got great strategy and solid creative, but now you need specialists to actually launch the campaign—media buyers, email specialists, web developers.

Traditionally, this means extensive briefing, hoping they understand the vision, and losing the nuance of your strategic thinking in translation. In a workspace, you grant them access to the exact context they need. They see the strategy, the creative, the reasoning—and they can execute with that understanding intact.

The workspace enables this because:

• Specialists get contextual access without full access to everything

• They can ask clarifying questions in the same thread

• AI can assist them with platform-specific execution details

• Everyone is working from the same source of truth

Phase 4: Scale (Analysis & Optimization)

The final phase is where institutional intelligence compounds.

What worked? What didn't? What should we do differently next time?

In a workspace, this analysis automatically feeds back into future work. Your AI learns from performance data. Your library of proven tactics grows. The next campaign starts with all this intelligence already baked in.

The workspace enables this because:

• Performance data lives alongside the work that generated it

• Learnings are captured, not lost in someone's memory

• Future projects can reference past successes

• The whole system gets smarter over time

Real-World Implementation: Making the Shift

Understanding the concept is one thing. Actually transitioning from a tool-based to a workspace-based approach is another.

Here's how to think about that shift practically.

Start with Your Biggest Pain Point

Don't try to move everything at once. Identify the single biggest source of friction in your current process—the place where context loss or tool switching is costing you the most time or quality.

Is it the handoff to freelancers? The disconnect between strategy and execution? The inability to find past work when you need it? Start there.

Run a Pilot Project End-to-End

Take one project—ideally something significant but not mission-critical—and commit to running it entirely through a workspace approach. This means:

• All strategic conversations happen in the workspace

• All content creation stays in the workspace

• External collaborators are brought in through the workspace

• Feedback and revisions happen in place

Document how this feels different from your normal process. Where does it feel smoother? Where do you hit friction?

Measure What Matters

The benefits of a workspace aren't always immediate—some compound over time. Track:

• Time spent on handoffs and re-briefing

• Number of revision cycles before approval

• Freelancer onboarding time

• Time spent searching for files or information

• Quality of first drafts (from both AI and humans)

• Team members' subjective sense of cognitive load

Build Your Library Deliberately

The institutional intelligence of a workspace is only as good as what you put into it. Take time to properly organize your:

• Brand guidelines and voice examples

• Customer research and persona documents

• Past campaigns (both the strategy and results)

• Templates and frameworks that worked

• Lessons learned and retrospectives

This isn't busy work—it's infrastructure that makes every future project easier.

Establish Clear Governance

Who owns different parts of the workspace? Who can invite external collaborators? How do you keep it organized as it grows? What gets archived versus deleted?

These questions matter more in a workspace than with disconnected tools because the connections between things are what create value. Take time to think through governance before chaos emerges.

The Future of Marketing Work

Let me close with some perspective on where this is all heading, because I don't think we've fully reckoned with what AI-powered workspaces mean for the future of marketing work itself.

By 2030, 96-97% of marketers will be using AI. That's not a prediction… it's a near certainty.

AI will be as fundamental to marketing as email is today. The question isn't whether you'll use AI, but how you'll use it.

In a tool-based paradigm, AI is just another specialized function—like having a particularly smart intern who can write copy quickly but doesn't really understand your business. You're always managing the AI, feeding it context, checking its work, reshaping its outputs.

In a workspace paradigm, AI becomes a persistent collaborator that genuinely knows your business, can hand work back and forth with humans seamlessly, and gets smarter the more you work together. It's the difference between using a calculator and having a research assistant who's been with you for years.

The implications are profound.

Marketing teams that embrace workspace-based collaboration will be able to move faster, maintain higher quality, and scale without burning out because the overhead of coordination and context loss shrinks dramatically.

Teams that stick with tool-based approaches will spend an increasing percentage of their time on "work about work"—managing tools, reconstructing context, and coordinating handoffs. As of 2025, knowledge workers are already losing up to 40% of productive time to context switching.

That tax will only grow as AI tools proliferate.

We stand at the valley's edge, as I wrote years ago, looking into an unknown future.

The question isn't whether AI will transform marketing…Itt already has. The question is whether we'll organize our work in ways that actually harness that transformation, or whether we'll drown in an ever-expanding sea of specialized tools that fragment our thinking as fast as they automate our tasks.

The workspace paradigm isn't just about efficiency.

It's about preserving the coherent strategic thinking that makes marketing actually work, the connective tissue between insight, creativity, and execution that gets lost when you're constantly switching contexts.

Will you use AI to compound your team's intelligence over time, or will you use it to churn out faster versions of what you've always done?

Will you build systems that make marketing easier each quarter, or will you keep starting from scratch?

Will you preserve the context that makes great work possible, or will you sacrifice it on the altar of specialized tools?

The choice is yours.

But the workspace is here, and it's not going away. Some teams will embrace it and discover they can do remarkable things. Others will keep adding tools to their stack and wonder why they feel busier but less effective.

Which path will you choose?

FAQs

What exactly is an AI-powered marketing workspace?

An AI-powered marketing workspace is a unified platform where AI, human marketers, and external experts collaborate continuously across the entire marketing workflow—from strategy to creation to execution to optimization. Unlike traditional tools that operate in isolation, a workspace preserves context across all stages of work, meaning decisions, conversations, brand guidelines, and past work flow naturally from one phase to the next without requiring constant re-briefing or context reconstruction.

How is a workspace different from a marketing automation platform?

Marketing automation platforms primarily focus on automating repetitive tasks like email sequences, social scheduling, and campaign triggers. They're designed to execute predetermined workflows efficiently. An AI-powered workspace, by contrast, is designed for the full spectrum of marketing work—including strategic thinking, content creation, collaboration with specialists, and learning from outcomes. It's less about automating what you already know how to do and more about making all marketing work flow better through continuous context and AI-human collaboration.

Do I need to abandon my existing tools to use a workspace?

Not necessarily. The best workspaces are designed to integrate with your existing tech stack where it makes sense. However, you'll likely find that certain tools become redundant as workspace functionality replaces them. The goal isn't to rip and replace everything overnight but to gradually consolidate workflows where context preservation matters most. Start by moving high-collaboration, high-context work into the workspace and evaluate what you still need from your tool stack.

How do AI-powered workspaces handle data privacy and security?

Reputable workspace platforms build privacy and security into their architecture because they're handling more centralized information than scattered tools. Look for workspaces that offer granular permission controls, SOC 2 compliance, GDPR compliance, and clear data governance policies. The irony is that centralized control in a workspace can actually be more secure than data scattered across dozens of tools with varying security standards.

What's the learning curve for adopting a marketing workspace?

The learning curve varies, but most workspace platforms are designed to feel familiar to anyone who's used modern collaboration tools like Notion, Slack, or Google Workspace. The bigger adjustment isn't learning new buttons—it's shifting from a "tool-for-every-task" mindset to a "continuous flow" mindset. Expect 1-2 weeks for basic proficiency and 1-2 months for your team to fully internalize the workflow. The payoff is that work gets easier over time rather than requiring constant relearning.

Can small teams benefit from a workspace, or is it only for enterprises?

Small teams actually benefit disproportionately because they feel the pain of context switching more acutely. When you're wearing multiple hats, the cognitive tax of jumping between specialized tools is massive. A workspace lets a lean team punch above their weight by reducing overhead and making it easy to bring in external expertise without the usual onboarding burden. Some of the best workspace use cases are scrappy growth-stage companies that need to move fast without building a huge in-house team.

How do you measure ROI on a marketing workspace?

Look beyond just time savings (though those matter). Measure:

• Reduction in revision cycles - How often do deliverables hit the mark the first time?

• Onboarding time for new collaborators - How quickly can someone get context and start contributing?

• Project velocity - How much faster do campaigns go from idea to execution?

• Quality metrics - Are outputs more on-brand? Do they perform better?

• Team satisfaction - Is your team less stressed and more focused on strategic work?

• Knowledge retention - Can your team find and reuse past work easily?

The compound effects become clearer over time as institutional intelligence builds.

What happens to all my existing work if I switch to a workspace?

The best workspaces make migration relatively painless with bulk import capabilities for common file types, integration with cloud storage platforms, and migration assistance. That said, you don't need to migrate everything at once. Start fresh with new projects and gradually backfill the most valuable historical assets—brand guidelines, top-performing campaigns, key research. Think of it as building a new foundation while the old house is still standing.

How do workspaces handle collaboration with external agencies or freelancers?

This is actually where workspaces shine. Instead of emailing briefs and hoping for the best, you grant external collaborators access to exactly the context they need within the workspace. They can see your strategic thinking, brand guidelines, and past work—but you control the access level. They jump into the ongoing conversation rather than starting from scratch. This dramatically reduces briefing time and improves output quality because they're working from your context, not their interpretation of a static brief.

Will AI in the workspace eventually replace human marketers?

No. The workspace model is specifically designed around the premise that AI and humans are better together than either alone. AI handles the heavy lifting of research, first drafts, and analysis. Humans provide taste, strategic judgment, and creative direction. The workspace orchestrates this collaboration rather than trying to replace either party. Only 36% of marketers worry about AI displacing their roles, suggesting most view it as a complementary tool. The threat isn't AI replacing marketers—it's marketers who use AI well replacing marketers who don't.