🎛️ AI proves it can't replace marketers

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Why the future of marketing depends on smarter MOps

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May 16, 2025

AI proves it can’t replace marketers: In 2023, fintech company Klarna replaced its marketing function with AI. The next year, it did the same with customer service. Guess who is now looking for humans to do those jobs?

CEO Sebastian Siemiatkowski: “Cost unfortunately seems to have been a too predominant evaluation factor when organizing this, what you end up having is lower quality.” That’s a lot of words to say, “Oooops.”

This underscores Talisha Padgett’s point that it doesn’t matter what AI you use if your people aren’t ready. AI is a tool, not a replacement, and there’s no point in having a tool people won’t use.

Constantine von Hoffman
Managing Editor

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NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

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What they're saying

“AI transformation goes beyond technology. Although AI is already part of daily life for people and companies, it is a big step from using AI to transforming your team, department or company. It requires thinking big and reimagining how you conduct business.” – Talisha Padgett in If your teams aren’t ready for AI, then your tools won’t matter. “There’s no question that MOps is evolving rapidly. While some of this evolution will unfold gradually, MOps teams behind the curve on any of it must act now. Those who embrace new technologies, deepen their strategic focus and commit to continuous learning won’t just keep pace — they’ll lead.” – Greg Kihlstrom in Why the future of marketing depends on a smarter MOps function.