AI is changing how marketers work, but not why they matter. This panel event explored practical AI applications, lessons learned, and why curiosity, creativity, and human judgment remain the skills that will define the future of marketing. 

Artificial intelligence has moved well beyond the experimentation stage. For many marketing teams, it’s becoming another part of the daily workflow. The question is no longer whether to use AI, but how to use it in ways that improve the quality of work while preserving the human thinking that makes marketing effective.

That was the focus of AI in Action: What Marketers Are Actually Doing, presented by AMA Pittsburgh and Media Association of Pittsburgh with support from StackAdapt.

Hosted at the Energy Innovation Center, the event brought together marketers from across the Pittsburgh region for an evening of networking, professional headshots, and a panel discussion featuring leaders who are applying AI every day across media, analytics, product management, design, and strategy.

Moderated by Scott Hershberger of UPMC, the panel included Jason Dille of Chemistry Agency, Taylor LaRiviere of StackAdapt, Jenn Miller of Gatesman, and Zevy Blokh of Arcjet Design.

AI is changing workflows, not replacing marketers

One of the strongest themes throughout the evening was that AI should be viewed as a workflow accelerator rather than simply another software tool.

Several panelists described how they now integrate AI across entire projects instead of using it for isolated tasks. Research, summarizing information, generating first drafts, organizing ideas, building presentations, documenting meetings, and creating creative briefs can all happen faster when AI supports the process from beginning to end.

Organizations are also shifting from asking employees whether they use AI to expecting thoughtful use of it. The competitive advantage is no longer access to AI. It’s knowing where it adds value and where human judgment still makes the difference.

Curiosity is becoming one of marketing’s most valuable skills

Another recurring message was that technical expertise alone is no longer enough.

As AI capabilities continue to expand, marketers who stay curious, experiment with new tools, and adapt their thinking will be better positioned than those who resist change. Several panelists noted that everyone feels like they’re struggling to keep up because the technology evolves so quickly.

Instead of trying to master every new platform, they encouraged marketers to develop a habit of continuous learning. Experiment with new tools. Ask better questions. Learn what works in your own environment. Stay open to changing how you work.

That mindset may prove more valuable than becoming an expert in any single AI platform.

Human judgment remains the competitive advantage

While AI is becoming increasingly capable, every panelist emphasized that it still struggles with the qualities that make marketing meaningful.

Brand strategy. Storytelling. Empathy. Relationship building. Prioritization. Understanding culture. Creating emotional connections.

These remain deeply human responsibilities.

The panel discussed how AI often produces technically correct outputs that still lack authenticity or emotional resonance. Creative concepts may be well written yet fail to connect with real people. Analytics may surface patterns, but marketers still need to determine which insights actually matter and how they should influence business decisions.

Rather than replacing creativity, AI gives marketers more time to focus on higher-value thinking.

Better data creates better AI

For organizations investing more heavily in AI, data quality is becoming increasingly important.

Jenn Miller shared how analytics teams are moving beyond traditional dashboards toward conversational analytics, allowing marketers to ask questions in natural language and receive immediate answers. But those experiences only work when the underlying data is organized, accurate, and properly structured.

The conversation highlighted an important shift for marketing teams. Preparing clean, reliable data is quickly becoming just as important as learning new AI tools.

Without trusted data, even the most advanced AI systems struggle to provide meaningful recommendations.

The future belongs to marketers who amplify their strengths

The evening concluded with one of the most memorable pieces of advice shared by the panel.

Instead of spending your career trying to strengthen every weakness, focus on making your strengths even stronger.

AI can increasingly help fill knowledge gaps, automate repetitive work, and support areas where you may not naturally excel. What it cannot easily replicate is your perspective, creativity, judgment, communication style, and ability to build trust with others.

For marketers, that means continuing to invest in the uniquely human skills that technology complements rather than replaces.

A practical conversation for a changing profession

What made this discussion especially valuable was its realism.

There were no dramatic predictions that AI will replace marketing overnight. There were no promises that one new tool will solve every challenge.

Instead, attendees heard honest conversations from practitioners who are navigating many of the same questions facing organizations everywhere: Which tools should we adopt? How do we protect client trust? How do we help teams learn? What work still requires human expertise?

Those are the conversations that matter right now.

As AI continues to reshape marketing, events like this help our community learn from one another, exchange practical ideas, and build confidence together.