Here’s another question that I get, and see frequently elsewhere: “What will be the impact of AI on marketing this year?”

And then there’s the follow-up question: “What will be the impact of AI on marketing in five years?”

Advances in AI come every single day. It’s not slowing down.

You’ll start seeing a surge in personalization, with marketing campaigns tailored to individuals.

The novelty of generative AI will start to fade, and the focus is going to shift to effectiveness and refinement.

In other words, it’s not just about the copy you create with Generative AI, but how (if?) it impacts your KPIs.

Is your AI-created copy and content increasing your open rate? Do you see an uptick in leads? Are you closing deals faster?

In five years (probably less), competition will intensify and content will become commoditized. Standing out will require deeper personalization and relevance.

Marketing will undergo a significant transformation. I know I keep saying this, but I’ll keep saying it because it’s going to happen. Don’t get caught off guard or left behind.

Imagine delivering bespoke campaigns to your prospects and customers. Imagine being on the receiving end of an email or ad that’s been created just for you.

Imagine campaigns with dynamic content tailored to individual preferences — specific preferences that your AI tools quickly detect and for which they can make campaign recommendations.

Marketers who succeed will have figured out how to “talk” to each member of their target audience, and to do so at scale.