Artificial Intelligence (AI) is rapidly transforming the marketing landscape, enabling businesses to work smarter, faster, and more efficiently. From automating repetitive tasks and analyzing vast amounts of consumer data to personalizing content and predicting campaign outcomes, AI is reshaping how marketers connect with audiences. As companies seek more agile, data-driven strategies, AI tools are becoming essential in crafting targeted messages, optimizing performance, and driving growth. Yet, while AI enhances efficiency and insight, it also raises important questions around creativity, ethics, and the future of human roles in marketing.
In an exclusive interview with Business Monthly during the Rethinking Marketing Conference hosted by the American Chamber of Commerce in Egypt on June 3, Ahmed Salama, Chief Technology Officer of Microsoft Egypt, shared insights into the transformative impact of AI on marketing, creativity, and the future of work.
This Q&A has been edited for clarity and cohesion.
Business Monthly: Can AI completely replace jobs, or will it remain just an assistant?
Ahmed Salama: AI can’t do everything end-to-end, but it can significantly support various aspects of a campaign. It provides valuable insights across the campaign journey, though human oversight is still essential. Instead of requiring a team of 10 people to manage different tasks, a smaller team of 3 or 4 can now handle the same workload with the rest automated using AI and other technologies. Over time, certain marketing roles—especially those based on repetitive tasks—will become obsolete. AI performs these tasks faster, more accurately, and with fewer mistakes than humans. Jobs that don’t require human intuition or creative input will gradually disappear.
BM: How is AI changing the marketing field, and what does that mean for marketers?
AS: AI is reshaping the way marketers work by increasing efficiency and reducing the need for large teams. Routine and repetitive roles will likely phase out as AI takes over those tasks. However, AI still relies on data—it’s not inherently creative. If you feed it creative content, it will generate creative output. But if you input dull material, the results will reflect that. Creativity remains deeply subjective and cannot be truly measured or replicated by machines. Human input is essential for tasks that require nuance, emotional intelligence, and originality.
BM: What are the ethical and legal challenges of using AI in the workplace?
AS: One of the biggest concerns is copyright infringement. AI can be misused or abused, but proper regulations can help minimize these risks. Organizations can build and train AI models using their own data, but that requires significant resources and isn’t accessible to everyone. Global discussions on AI governance are already underway, and we can expect formal regulations in the near future to address misuse and ensure responsible deployment of AI technologies.
