Why won’t AI replace marketers?

Digital trust crisis

In the past few years, the marketing toolbox has radically transformed. Platforms are constantly changing, as are consumer habits. Media noise has increased, and the decision-making mechanism of customers has also changed. According to marketing strategy expert Noémi Matykó, a serious challenge for businesses is that users’ attention spans are constantly decreasing, making it increasingly difficult to stand out from the digital noise. Users are bombarded with an unprecedented amount of information, and content overload causes uncertainty and difficulty in making decisions. The situation is further complicated by the rise of AI-generated content, which has also brought a new problem: the crisis of digital trust. Users are finding it increasingly difficult to distinguish between human and generated content, which is why the value of authentic expert opinions and human presence has increased in the field of marketing.

Growth instead of survival

“In the current economic environment, many companies are in survival mode, but stagnation does not really exist. Those who wait may soon find themselves at a significant competitive disadvantage compared to those who build a conscious growth strategy,” emphasized marketing strategy expert Noémi Matykó.

According to the expert, one of the most common mistakes made by SMEs is to expect a breakthrough from a single campaign or tool, while success is actually the result of a well-structured system and many small optimizations: “In 2026, the SME that will remain competitive is the one that does not expect a breakthrough from a single channel or campaign, but plans, prepares, executes, analyzes and continuously optimizes. Today, it is no longer enough to be present on a single channel; the key to success is coordinated operation. A Facebook page or a well-running ad in itself is not a strategy. A single campaign may require the coordinated operation of up to 40 different platforms and marketing tools. A successful business today must be present on up to 8-10 platforms – for example, Facebook, Instagram, Threads, Google, LinkedIn, TikTok, podcasts or YouTube – and manage multiple tools per channel. “It is impossible to effectively manage this complexity without professional knowledge and systemic thinking,” emphasized the expert, who deals with marketing solutions and the latest professional trends in his Marketing MSc podcast.

AI is not a strategy, just a tool

Amidst economic uncertainty and AI hype, many Hungarian SMEs are hoping that it will bring a quick solution to marketing problems. However, according to Noémi Matykó, this is a dangerous illusion. “AI will not save SMEs, but rather if they start operating in a system. AI can already partially replace mediocre marketing work, producing template posts and general campaign outlines, thereby lulling many businesses into a false sense of security. However, it is not capable of senior expertise, it lacks strategic thinking, understanding of the business context, and the ability to make responsible decisions.”

According to the marketing strategy expert, the real competitive advantage will be gained by those businesses that consciously integrate AI into a well-thought-out marketing system with professional control: “The question today is no longer whether to use AI, but how. In 2026, those who think not in short-term tricks but in long-term system building will remain competitive. The greatest value ofAI is actually in accelerating marketing processes: it can be an effective tool for research, ideation, content preparation or data interpretation. AI can be a real advantage within the appropriate strategic framework, but it does not replace thinking in itself.”