Marketing used to run on coffee, sticky notes, and hope.
Today, it runs on algorithms.
In his recent Forbes article, Matthew Lieberman, CMO of PwC, pulls back the curtain on how AI is reshaping the creative supply chain. This isn’t about using ChatGPT to write a few blog posts. It’s about rebuilding how content is planned, created, personalized, and delivered at scale.
If you’re a content creator or funnel builder wondering how AI fits into your world, here’s what matters most.
AI is making personalization actually scalable
Once upon a time, personalization meant adding a subscriber’s first name to an email and calling it a day.
Now? AI lets brands generate hundreds of tailored messages, each designed to resonate with a specific segment. And it’s not just emails. It’s video, social content, and even product descriptions that adjust based on behavior and preferences.
According to Lieberman, “AI is allowing brands to speak to customers in a voice that feels familiar, even when they’re reaching millions at once.”
This shift isn’t theoretical. Coca-Cola, for example, used generative AI to launch its “Create Real Magic” campaign, inviting users to generate custom artwork using iconic brand assets. It wasn’t just a gimmick. It drove massive engagement while demonstrating how AI and brand storytelling can coexist.
Strategy is still king
Throwing AI into your content process without a plan is like dropping a Formula 1 engine into a shopping cart.
It might be powerful, but it’s going nowhere fast.
Lieberman emphasizes that successful AI integration starts with a clear vision. That means rethinking your workflows, aligning teams, and building new metrics around efficiency and impact.
Marketers who treat AI like a tool rather than a strategy will struggle to get results.
You need new hybrid skills on your team
There’s a talent gap that’s widening every quarter. To build a truly AI-enabled content system, you need people who can do more than write or design. You need marketers who understand prompts, data, and testing.
A 2023 McKinsey report found that 87 percent of organizations adopting AI struggled with skill shortages. And that was before tools like Sora and Claude started shaking up content workflows even further.
If you’re building a team in 2025, you’re not just hiring creatives. You’re hiring creative technologists.
Change management is the silent MVP
Here’s the unglamorous part no one talks about.
Even the best AI tools will fail if your team refuses to use them.
Lieberman calls out the importance of communication, leadership support, and phased rollouts to make sure AI adoption sticks. This isn’t just about tech. It’s about behavior.
The marketing departments winning with AI are the ones that put just as much thought into onboarding and training as they do into prompts and tools.
AI is not stealing your job. It’s stealing your busywork
Let’s clear something up.
AI isn’t here to replace great creatives. It’s here to replace version 14 of that banner ad no one liked anyway.
It handles the grunt work so marketers can focus on strategy, storytelling, and testing ideas at speed. Think of it as your 24/7 intern who doesn’t get tired and never complains about deadlines.
Lieberman puts it well. “The future of content is more human, not less. AI just lets us spend more time being human.”
What this means for you
Whether you’re a solo funnel builder or running a small content team, this shift is real. You don’t need to become a coder overnight, but you do need to understand the moving parts. That includes:
- What AI can realistically handle
- Where humans add the most value
- How to structure your team around both
Marketers who get this right will gain a serious edge in speed, quality, and scale. Those who ignore it will end up stuck in the past, wondering why their reach is shrinking and their campaigns feel flat.
The takeaway?
AI isn’t just another tool in the box. It’s the conveyor belt running underneath the entire content factory.
And if you want to stay relevant, it’s time to build for that.
