A study published in the Journal of Open Innovation found that marketers recognize artificial intelligence's effectiveness in routine tasks, yet 24 surveyed specialists from companies worldwide expressed concern about organizational readiness for technology implementation and AI's long-term impact on the profession. The paradox lies in the fact that tools that accelerate work today may deprive the next generation of marketers of the experience necessary for strategic decision-making.
AI frees up time but takes away the path to expertise
Study participants noted that automating repetitive operations gave them more time for strategic thinking. One respondent compared working with AI tools costing several hundred dollars per month to hiring an entire team. Another emphasized psychological support: the technology reduces stress from overload by automating tasks and allowing focus on strategy.
The problem emerges at the next level. Writing copy, testing campaigns, refining messaging, analyzing results—these are not simply operational tasks but processes where marketers learn to understand their audience, develop intuition, correct mistakes, and accumulate experience for strategic roles. When AI takes on these functions, newcomers lose the opportunity to progress from execution to expertise.
Organizational gaps slow down implementation of AI-driven influencer marketing
Interviews revealed three main obstacles: a shortage of specialists with AI skills, rapid obsolescence of competencies, and resistance to change in established processes. One participant directly pointed to the lack of fundamental skills needed to implement artificial intelligence projects.
AI is not just another piece of software but a workforce transformation that requires trust, experimentation, and continuous learning
Researchers recommend that companies organize targeted training combining technical capabilities—prompt engineering, tool selection—with non-technical ones: creative judgment, ethical thinking, change management. As AI takes over routine work, marketers increasingly evaluate technology outputs rather than create first drafts independently. This makes prompt design, data analysis, and technical literacy critically important skills.
What AI definitely won't replace in influencer marketing
Study participants identified five capabilities that artificial intelligence is unlikely to replace: creativity, ethical judgment, understanding of cultural context, relationship building, and the ability to recognize when AI misses audience nuances or draws incorrect conclusions. Someone still needs to assess whether generated content fits the brand, whether data on reach and engagement was interpreted correctly, and whether an influencer's integration aligns with company positioning.
Judgment becomes the central skill of the profession. Tools can prepare a media plan or forecast CPM rates, but the decision about which blogger will convey the right emotion and how well their audience matches the brand's target group remains with the human.
How brands can use AI without losing strategic control
Companies should approach AI implementation not as procuring another software solution, but as rethinking processes and training teams. This is especially true for influencer marketing: automating blogger discovery, KPI forecasting, and media plan preparation works effectively only in combination with expert evaluation of context, cultural sensitivity, and reputational risks. When selecting partners for influencer advertising campaigns, it's important that the agency combines technology with live analytics and audience insights—this is exactly how the ETC team works, merging media buying data with expert influencer selection and manual brand fit verification.
What this means for the Russian influencer marketing market
Russian companies face the same challenges: AI accelerates campaign launches, but the shortage of specialists who can configure tools for brand needs and critically evaluate results remains an acute problem. A unique aspect of the domestic market is the need to account for ad labeling requirements, verify influencer statuses, and ensure content compliance with legislation. Automation currently struggles with these tasks, and human expertise remains irreplaceable.
Frequently asked questions
Can AI completely replace a marketer in influencer marketing
No, artificial intelligence automates routine operations—blogger discovery, report preparation, initial reach analysis—but cannot replace creative judgment, understanding of cultural context, and the ability to build relationships with influencers. These skills remain critically important for successful campaigns.
What skills does a marketer need to work with AI
A specialist needs technical competencies—prompt engineering, tool selection, data analysis—and non-technical ones: creative thinking, ethical judgment, change management. It's important to be able to critically evaluate AI outputs and recognize errors in data interpretation or audience context.
How should organizations prepare for AI implementation in marketing
Companies should treat AI implementation as a process transformation rather than simply installing software. They need to organize team training combining technical and strategic skills, create a culture of experimentation and continuous learning, and establish a quality control system for automated solutions.
In brief
- A study with 24 marketers showed that specialists value AI for automating routine work and psychological relief, but fear the loss of the path to expertise for newcomers.
- Main barriers to adoption are a lack of AI skills, rapid skill obsolescence, and team resistance to process change.
- Participants named five capabilities AI won't replace: creativity, ethical judgment, cultural understanding, relationship building, and critical evaluation of technology results.
- Brands need to combine automation with expert assessment of context, especially in influencer marketing where reputational risks, legal compliance, and cultural sensitivity matter.
- The Russian market faces the same challenges, with the added complexity of verifying ad labeling and influencer status—tasks where human expertise remains irreplaceable.
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