How many times have you seen the well-known phrase: “AI won’t replace you, but the person using AI will.” The real question is – why shouldn’t you be that person who uses AI wisely? Why not take control and learn how to harness the power of artificial intelligence for what truly matters to you: making smarter marketing decisions and achieving real results? Today, strategic proactivity, emphasized marketing experts David Peranić and Roberto Levak from Scoreminds, is the key to dominating the market.
The era of “grinders” is fading. The time of strategists is arriving.
There are already lists of professions being disrupted by AI, and marketing ranks high on them. Renowned outlets such as The Washington Post are already analyzing which jobs will be most transformed. But this is not a call for fear – it is a call to action. Those who adopt AI early and use it to elevate their work to a higher level will gain a decisive advantage. With the rise of AI, the time of “grinders” is slowly passing, and the time of strategists is dawning. In this revolution, you can still choose whether to be the horse or the rider, stresses David Peranić.
How AI Can (and Cannot) Help
The key lies in understanding where AI excels and where it can dangerously fail. Roberto Levak highlighted two main areas of AI “assistance”:
- For hypothetical answers and brainstorming – YES.
Do you need to look at a problem from ten new angles or generate creative ideas for a campaign? AI can offer a broader perspective than an individual and serve as an incredible source of inspiration. AI tools are best used for brainstorming, pilot testing, and refining experimental materials. - For exact answers and data – CAUTION.
If you need precise calculations and analyses, AI can help you learn how to arrive at those answers but should not be relied upon as the final source. AI can hallucinate, and you don’t want to base critical decisions on false information.
The Myth of 1,000 Ads per Minute and “Artificial Respondents”
The fascination with the idea that AI can create 1,000 ads per minute completely misses the point. What’s the use of 1,000 ads if not a single one hits the target? Your goal is not volume – it’s results. Whether it’s two or a thousand ads, and whether made by a human or AI, what matters is whether the effort drives profit. If the customer can’t tell the difference, it doesn’t matter who created the ad. But if it becomes obvious that all content comes from AI, trust can drop.
That’s why the key is to use AI wisely. Experienced digital marketing experts from Scoreminds, David Peranić and Roberto Levak, continuously monitor marketing research and trends and share their insights on LinkedIn. This year, they also launched their online mentorship program “Successfully Develop Digital Business.” The program is designed to give directors and marketing managers a system for making sound marketing decisions, with a dedicated “AI” module that directly covers how to make better marketing choices using AI tools.
As AI tools evolve, so does the misconception that real market research can be replaced by “artificial AI respondents.” Science says – absolutely not!
A recent scientific paper (published in August 2025) titled “Large Language Models Do Not Simulate Human Psychology” clearly warns that AI models cannot replicate the psychology of a real, “imperfect” human being. The research found that AI models are unreliable, highly sensitive to slight changes in question phrasing, and that different models produce entirely different answers. They generalize based on textual similarity, not actual semantic meaning – leading to flawed conclusions.
Furthermore, “AI respondents” behave perfectly: always rested, focused, honest, and cooperative. But they don’t buy your products. Your real customers are imperfect individuals – distracted, tired, remembering only fragments of your message while being bombarded with hundreds of others. And at the end of the day, they are the ones who buy from you and bring in revenue.
Be the Rider, Not the Horse
Understanding where AI stops, and where human skill, intuition, and strategy begin, will separate winners from the average in the years to come, Peranić and Levak agree.
“AI is not your new strategist. AI is your powerful assistant if you use it correctly. AI is like a horse, and you are the rider who uses its speed and strength to get from point A to point B. But you must guide that ‘horse.’ And you must know which goal you are leading it toward. Use it for inspiration, for automating repetitive tasks, and for expanding your perspectives. But strategy, understanding human psychology, and final decisions should remain with the only one who bears responsibility for the outcome – you.”
If you want to learn how to become the “rider” in the AI revolution and put artificial intelligence to work for your marketing results in a safe way, now is the time to invest in new knowledge.
For those ready to think strategically, the best is yet to come!
