I've been working in the communications world for over a decade. I've seen the evolution from analog briefs to digital campaigns, from pushing messages to consumers to building engaged, two-way relationships with them. But what we're experiencing right now is not just another wave—it's a transformation that requires a complete rewiring of the mind.
Artificial intelligence is not just a tool. It is our new colleague. Sometimes faster, sometimes more impartial, but always requiring human guidance.
What is AI changing in marketing communications?
1. A New Understanding of Speed and Efficiency
From strategizing to creating content, processes that used to take days can now america phone number list happen in minutes. Not because we’ve become faster, but because we have tools that deploy our ideas at the speed of technology.
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2. End of the mass message
AI enables hyper-personalization – we are not just talking about “women between 30 and 45”, but about Anna, 34, who loves vintage fashion, lives in Sofia and is a mother of two. This change is not just aesthetic – it is fundamental. It requires new ethics, new sensibilities and new boundaries in the use of data.
3. Content with heart and mind
Through generative tools like ChatGPT, Midjourney or Runway we create texts, visuals and videos with ease. But the effectiveness does not come from the content itself, but from whether it tells a real story , whether it carries the brand identity and whether it respects the person on the other side.