The Shifts That Shaped a Generation of Marketers
Over four decades, I’ve watched marketing reinvent itself again and again. But what’s unfolding with AI feels fundamentally different — not just another acceleration, but a rewriting of the rules.
I began my career as desktop computing and word processing became widespread, bringing unprecedented speed and control to everyday marketing tasks. Soon after, desktop publishing empowered creative teams to bypass traditional production bottlenecks and take full control of content and design — a pivotal moment that reshaped how marketing was done.
By the early 2000s, the Internet hit. It wasn’t just a new channel — it rewrote the rules of engagement. I pivoted from design into digital: web, SEO, email, and online ads. Every marketer had to relearn their craft.
Then came mobile. Yes, it reshaped consumer behavior, but in hindsight, mobile was evolutionary, not revolutionary. We adapted. We optimized. But the core playbook stayed intact.
Then came social media. Platforms like Facebook, YouTube, and later Instagram and TikTok democratized content creation and gave consumers a powerful voice. It changed how brands build trust, measure engagement, and maintain relevance — shifting power from institutions to individuals.
AI Is Not the Same Kind of Disruption
AI marks a turning point. It’s not simply a faster way to do what we’ve always done. It represents a shift in how we think, what we optimize for, and who we design marketing for.
This transformation is being driven by two distinct but interdependent forces: big data and AI.
Big data gives marketers the ability to capture and analyze vast amounts of behavioral and contextual information — showing us what’s happening.
AI takes the next step: turning that insight into action. It interprets patterns, makes decisions, and automates execution at scale — shaping what happens next.
Together, they move us from subjective, persuasion-based marketing to objective, machine-mediated strategy, built not just for people, but for systems.
This is not just an efficiency upgrade. It’s a paradigm shift. The very foundation of what we do is being redefined.
It reminds me of Neil Howe’s "Fourth Turning" — a theory of historical cycles where every few generations undergo a deep reset, ending one societal era and beginning another. While originally focused on political and cultural structures, the model resonates deeply here. Marketing, too, has gone through its own high-growth eras, awakenings, and unravelings. Now, with AI, we may be entering our industry’s own Fourth Turning — a moment not of optimization, but of reinvention.
The Danger of Relying on the Old Playbook
Many marketers still see AI as a tool to accelerate existing strategies. And yes, right now, it can help us move faster. But is that the whole story?
Maybe we’re still too focused on doing the same things more efficiently, instead of asking whether those things still matter at all.
In a world where algorithms, LLMs, and predictive systems increasingly influence buying decisions, what happens to traditional persuasion, positioning, and branding? What if the next generation of marketing is not just human-centered, but machine-mediated?
The New Era of AI-Driven Marketing
Recent trends only deepen this shift. The rise of Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) signals the next marketing frontier — one where visibility is no longer about search rankings, but how content is retrieved and reassembled by AI models like ChatGPT or Google's Search Generative Experience.
Meanwhile, agentic AI — systems capable of taking autonomous actions — are already transforming marketing workflows. But this is only Level 3 in what OpenAI describes as a five-level evolution of AI. Level 1 (Tools) handles discrete tasks like writing or design; Level 2 (Assistants) brings context and memory. Level 3 (Agents), now entering mainstream use, can act on behalf of users — launching campaigns, triggering workflows, or optimizing content across platforms.
From here, the shift becomes deeper. Level 4 (Innovators) positions AI as a co-strategist, identifying emerging trends, surfacing unmet needs, and co-creating campaign ideas. At the highest level, Level 5 (Organizational AI), AI systems begin to oversee entire marketing functions — autonomously managing resources, adjusting budgets, coordinating teams, and driving performance outcomes across departments.
This progression reframes AI from a support tool into an operating layer for innovation and execution. It challenges not just how we market, but how we design organizations capable of thriving in an AI-native world.
We are not just marketing through AI. We are now marketing for AI. And if you're still playing by the old rules, you risk being invisible in the new ecosystem.
A Question for the New Era
So here’s what I’m wondering:
Are we witnessing the end of the traditional marketing playbook? Or are we just applying new tools to old habits?
Because if AI is truly our Fourth Turning, then the game isn’t just changing — it’s being re-written from scratch.
Final Thought
If AI is changing the rules, maybe the most strategic thing we can do right now isn’t to catch up — but to relearn how to compete.
How are you, as a marketing professional, preparing for this shift? I’d love to hear how others are rethinking their strategy, role, or mindset in response to AI.
— Dr. Ken FONG
Keywords:
AI in marketing, big data marketing, marketing disruption, fourth turning, structured data marketing, answer engine optimization, generative engine optimization, agentic AI, digital transformation, future of marketing, paradigm shift, AI marketing strategy, machine-mediated marketing, social media disruption, desktop publishing history, OpenAI 5 level AI model
中文摘要
在過去四十年的行銷生涯中，筆者歷經多次技術與媒體變革。從桌上型電腦與文字處理的普及、桌面出版的興起，到網際網路、行動裝置與社群媒體的爆發，每一次都深刻改變了行銷的工具、節奏與策略，但行銷的核心邏輯長期以來始終如一。
然而，這次的轉變不同。它由兩個關鍵力量推動：大數據（Big Data）與人工智慧（AI）。
大數據讓行銷人能前所未有地捕捉並分析龐大的行為與情境資料，看清「現在發生了什麼」。而 AI 則將這些洞察轉化為行動：發現模式、自主決策、自動執行，影響「接下來會發生什麼」。這兩者共同推動行銷從主觀說服走向結構化、機器驅動的策略模式。
這讓人聯想到 Neil Howe 的《第四次轉變》理論——每隔幾個世代，社會會經歷一次深刻重塑。AI 就是行銷的第四次轉變，可能也是最深遠的一次。
進一步來看，OpenAI 所提出的五個 AI 發展層級正好描繪出這個過程：從基本工具（Level 1）到有記憶的助手（Level 2），再到可自動執行任務的智能代理（Level 3）。接下來，AI 開始成為策略合作者（Level 4），共同開發創意與洞察；最終甚至成為組織性 AI（Level 5），能管理預算、整合部門並優化整體行銷績效。這不只是工具革命，而是一場全面的運作模式革新。
在這樣的時代，我們不再只是透過 AI 來做行銷，而是為 AI 的邏輯與節奏重新設計整個行銷架構。如果仍然用舊思維套用新技術，那麼在未來的賽局裡，品牌很可能連登場機會都沒有。
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