AI in Marketing: The Game-Changer You Didn’t See Coming

Exploring the Impact of AI in Marketing: Insights from Sam Leung

Artificial Intelligence (AI) is everywhere these days, but seeing how it’s actually changing the marketing industry was eye-opening. I recently attended a guest seminar by Sam Leung, VP of SEO/SEM & Ad Technology at The Aber Group, and his talk gave me a fresh perspective on AI’s role in digital marketing.


AI is Changing the Game

Sam shared his journey from coding to marketing, explaining how AI is now a key part of the industry. He talked about hyper-personalization, where brands can use AI to tailor ads and content specifically for each user.

One thing that really surprised me was how common AI is in advertising. Automated bidding, predictive modelling, and dynamic creative optimization are all AI-driven tools that advertisers use daily. It made me realize that AI isn’t just a buzzword—it’s something marketers rely on to reach the right audience.

I remember working on a college project where we tested AI-generated ad copy. At first, I didn’t trust it, but after tweaking and testing different versions, we saw a 15% jump in engagement. That’s when I realized AI isn’t about replacing creativity but enhancing it.

"Every modern ad platform leverages AI in some form—from predictive modelling to behavioural targeting." – Sam Leung


Key Takeaways

1. AI Can Make Copywriting Easier

Sam explained how tools like ChatGPT and Google Gemini help marketers create ads, blog posts, and SEO-friendly content. Some key benefits include:
✔ Faster brainstorming and idea generation
✔ Better keyword research
✔ More personalized content

The big lesson here? Use multiple AI tools, not just one. Gemini is great for search trends, while ChatGPT is better for writing and tone. I tried this myself and found that Gemini gave solid keyword suggestions, while ChatGPT helped make the content sound natural.

2. AI is Expanding Beyond Text

It’s not just about words—AI is now creating images and videos. Tools like Midjourney and Adobe Firefly are making it easier to generate visuals for ads.

But there’s a downside. Sam pointed out that AI-generated images often look unnatural, and there are ethical concerns about using them in ads. I once used AI to design a campaign poster, and while it looked great at first, the faces had weird distortions. It was a good reminder that AI still needs human oversight.

3. AI Has Risks Too

AI isn’t perfect. Sam talked about issues like:

  • Bias in AI training data
  • Privacy concerns
  • AI making mistakes (hallucinations)

This made me realize that even though AI is useful, it’s important to fact-check and make sure it’s used ethically.


How This Affects My Career

Before this seminar, I thought AI was just another tool. Now, I see it as something that will shape my future in marketing.

Here’s how I plan to use AI moving forward:

  • Trying out AI-powered SEO tools for research
  • Using AI-generated content as a starting point, not the final product
  • Keeping up with AI trends so I don’t fall behind

Sam’s last point stuck with me:

"AI is not replacing marketers—it’s enhancing what we can do."

I had a conversation with a classmate who worried that AI might take over marketing jobs. But after testing AI tools ourselves, we saw that AI helps with repetitive tasks, so we can focus on strategy and creativity instead.


Final Thoughts

Sam Leung’s insights made me rethink how I approach AI in marketing. AI isn’t just hype—it’s a powerful tool that, when used correctly, can make marketing more effective and efficient. However, it’s important to stay critical and responsible when using AI-generated content.

Would I recommend this seminar? Definitely. It gave me a real-world understanding of how AI is shaping marketing today.

💡 What do you think? How do you see AI impacting your field of study? Let’s discuss in the comments!


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