Scrolling through today’s internet—especially social media and ads—you might get the impression that AI is already replacing humans.
“With this AI app, you can write a book or create a course in an hour!”
“This AI tool will generate your Facebook posts!”
“It will run Google campaigns and deliver thousands of leads!”
Tempting, right?
Except… it’s not entirely true.
My experience—after using ChatGPT Plus for over two years and Canva AI for several months—tells a different story.
I work with the marketing team of a large FMCG company on brand strategy and new product development. I also run my own website, create online courses, write posts, and manage digital campaigns.
In all these activities, AI is present—but it doesn’t work on its own.
So my answer is clear: AI won’t replace marketers.
It’s a tool—and everything depends on how well you use it.
At least not any time soon—until so-called “Super AI” becomes as widespread as today’s ChatGPT, which already has over 100 million users.
Prompt quality = output quality
In working with AI, the ability to write good prompts is key. In marketing, prompts are like creative briefs for agencies.
And just like with briefs: the less precise it is, the worse the outcome.
If you lack context, strategy, and clearly defined goals—even the most eloquent prompt won’t produce useful results.
That’s why the marketers who get the most out of AI are the ones who know how to write good briefs—and understand how crucial they are for successful marketing projects.
Unfortunately, this approach is still most common in FMCG corporations or companies that are truly marketing-driven.
A brief is not just a document. It’s a result of strategic thinking.
Good briefs don’t come from templates. They’re built on solid strategy and clearly defined objectives.
A well-written brief—whether it’s for packaging, a digital campaign, or a TV commercial—should reflect a deep understanding of the business context, the project, and its goals, and be based on conscious strategic decisions.
If your target group is described too vaguely, your product benefit is generic, or you fail to mention competitors or the broader context—no template will help.
That kind of brief—or even a vague verbal briefing—often leads to what I call a spiral of inefficiency.
The agency tries to guess what the client meant (essentially doing the marketer’s job, but without access to their business insights), or they respond in the same vague way.
As a result, you get proposals that may look good—but are ineffective.
Then come the revisions, delays, and extra costs.
And in the end, even if the project goes live, it often fails to deliver any meaningful results.
AI doesn’t give feedback – a trap for weak marketers with painful business consequences
ChatGPT will never tell you your prompt was vague or ineffective.
It will always give you a reply—even to the most generic questions—and it will sound fluent and professional.
But without a clear strategy, it’s easy to be impressed by something that sounds smart… but has no strategic depth.
And that often leads to decisions that don’t drive real business results.
AI empowers skilled and ambitious marketers
Marketers with a clear strategy—who are still learning how to write prompts—will notice that AI’s first responses are fluent but bland. “Lifeless.”
So they add context, refine the prompt, try again. And after a few attempts, things start to click—and they often realize how narrow their original perspective was.
But that’s just the beginning.
They still don’t know that they could get far better results if their prompts included more context: business, emotional, cultural.
That’s what makes a message effective—just like in an ad agency, where an experienced creative director stands out from someone who can only write nice copy.
Learning to write rich, effective prompts is not quick or easy.
It takes practice—just like writing great marketing briefs.
The same applies to visuals generated in apps like Canva.
What does this look like in practice?
And once you master prompts that build brand value and drive sales… you’ll earn your reward.
You’ll become the marketer of the future—one that AI won’t replace, but who knows how to use AI smartly and strategically.To illustrate how prompt quality affects AI results, especially in Canva Magic Multimedia, here are three prompts—starting from basic to one rich with cultural and emotional context
Prompt 1 – Basic
Create an image showing a middle-aged woman with a dog.
Prompt 2 – With more detail
Create an image of a woman around 40 years old, living in a big city, well-dressed, holding a bag of dog food. Next to her, a medium-sized dog. Realistic, modern style.
Prompt 3 – With cultural and emotional context
Create an image showing a happy Polish woman around 40 years old, living in a big city. After feeding her pug in a spacious, modern kitchen, she looks on with satisfaction as her dog eats. Realistic style.
