If you look at recent vendor announcements, it seems that the cutting edge in applying AI to marketing is 'end to end' campaign generation, where a collection of agents work together to build and execute a complete marketing campaign with no human effort (although, for practical purposes, still under human supervision). As I've written before , this strikes me as an advanced type of 'substitution', where the new tech is used to execute the old processes better and faster. That's fine and valuable but it's only the first step in taking advantage of the new technology. The final step is to develop new, "transformed" processes that are optimzed to make full use of the new tech's capability.

I've recently been asking myself and others what they think that "transformed" process would look like for marketing. I'm still collecting my thoughts but, as part of the process, asked ChatGPT for its opinion. The answer was better than I expected.…