AI has become a staple in every marketing and communications conversation, streamlining tasks and enhancing efficiency. From content creation to customer interactions, AI capabilities continue to expand.
However, alongside its benefits come concerns — privacy risks, content copyright issues, and instances of AI missteps have sparked debate.
With both the opportunities and challenges in mind, we asked a range of industry experts if we will see a greater move towards AI agents for tasks such as content creation and customer interactions?
Kartik Aiyar
Head of Creative, Tuesday Communications
The answer is layered. On one hand, the appeal of AI agents is undeniable. They excel at tasks requiring speed, precision and the ability to process massive amounts of data. Content generation tools such as ChatGPT can now produce blog posts in a fraction of a second. Similarly, in customer service, AI-driven chatbots are revolutionising brand-audience engagement by providing instant, round-the-clock support.
However, these advancements come with challenges. For instance, when creating campaign visuals, I sometimes question whether the AI is synthesising its output from existing work that’s already out there. Privacy concerns are another pressing issue, as AI tools often rely on user data to deliver personalised outputs. The more accurate the data fed into these systems, the better the results – but this raises important questions about how much information we should input and how it’s being handled.
Moreover, while AI tools are impressive, they cannot function without human intervention and ingenuity. They lack the human touch – the intuition, empathy, cultural awareness and contextual understanding that are critical in content creation and customer interactions. Quite often, I’ve seen AI misinterpret context or generate outputs that miss the mark entirely.
So, will we see a greater shift toward AI agents for these tasks? Absolutely. The efficiency and scalability that AI offers are undeniable, and its adoption will only grow as the tools become more advanced and accessible. However, this doesn’t mean humans will be replaced. Instead, I envision a collaborative future where AI acts as an aid, handling repetitive, time-intensive tasks and freeing us to focus on strategy, creativity and emotional connection – the elements AI still can’t replicate, at least for now.
Ahmed Noureldin
Head of Sales – Dubai, BackLite Media
AI is transforming marketing and communications, as seen in recent campaigns like Coca-Cola’s AI-generated initiatives and AI-driven virtual assistants for customer satisfaction. AI will play a significant role in advancing marketing, making innovations like hyper-personalisation and sentiment analysis possible. However, we must also address ethical concerns related to privacy and copyright. AI is fundamentally a tool, and its impact depends on how humans use it – like a knife that can either aid food preparation or cause harm. To navigate these ethical dilemmas, companies should adopt ethical AI practices, governance must implement clear regulations, and audiences should hold companies accountable for unethical behaviour. While ethical challenges are important, I believe AI’s benefits far outweigh its downsides. Instead of deterring us, these challenges should motivate us to use AI responsibly and creatively.
Bachir Zeidan
Head of Digital Media Services, BPN MENA
We’re already there, with the shift towards AI agents for content creation and customer interactions rapidly accelerating. Businesses are increasingly adopting AI for efficiency, scalability, and personalisation. Companies such as OpenAI with ChatGPT, Writesonic and Copy.ai are already assisting in generating blog posts and content copies. In customer service, AI tools such as Zendesk’s chatbots and Interactions LLC’s virtual assistants are handling inquiries, reducing wait times and costs.
As AI continues to advance, we move closer to the concept of singularity or general artificial intelligence (GAI), when human intelligence converges with machine intelligence. This progression will drive adoption across industries, delivering seamless user experiences and transforming the way businesses operate.
Jamal Almawed
Founder and Managing Director, Gambit Communications
Unfortunately, yes, but that doesn’t mean it’s the right way forward. Artificial intelligence is undeniably useful for enhancing customer segmentation and targeting, programmatic advertising, search optimisation, chatbot effectiveness and data-driven personalisation of content. However, it remains far from being a viable replacement for humans in content creation and customer service – areas that demand a deep understanding of tonality and nuance.
The reality is that many agencies view AI as a significant cost-saving tool and are adopting it regardless. They may be in for a wake-up call in 2025.
Mark Gomis Abeysinghe
Content Manager, MCH Global
AI is reshaping the future of marketing and communications, delivering innovative solutions in an industry driven by efficiency and personalisation. Its ability to manage large-scale content creation, analyse trends, predict behaviours and deliver tailored outcomes has made it an indispensable tool for modern marketers.
While concerns around privacy and ethics remain valid, ongoing advancements in AI regulation and accountability are steadily addressing these challenges.
In creative industries, AI doesn’t replace human talent but serves as a powerful ally, enhancing productivity, streamlining processes and enabling teams to focus on strategic, high-impact tasks. The future lies in hybrid models, where humans and AI collaborate to achieve creativity and authenticity in meaningful ways.
Benjamin Thomas
Creative Director, JWI
There are two questions here, and they require two very different answers.
AI for customer interactions? That’s an easy yes. It’s fast, cost-effective, and keeps customers satisfied with near-instant responses. While not every reply will be perfect, speed and scale ultimately win out.
Content creation, however, is a different story. AI is clever, but it’s not original. Great content requires a human spark – the wit, empathy, and imagination needed to connect with real people. Platforms shift, trends evolve and audiences become savvier by the day. AI can assist, but it won’t lead the charge. To inspire or spark something new, human creativity remains essential.
Ibrahim Hasan
Head of McCann Content Studios, MENA
AI is a powerful tool, but the real danger lies in how we, as marketers, approach it. Automation enhances efficiency, but it cannot replace the ownership of our creative process. If we rely too heavily on AI and stop holding ourselves accountable for originality, we risk losing the essence of creativity. That’s not just dangerous, it’s also negligent.
AI should enhance our work, not diminish the spark that makes it uniquely human. The key is balance: using AI to accelerate and amplify while ensuring it doesn’t take over. Creativity thrives on ownership, and that’s something no algorithm can replicate.
