"Wait, Julie, why are you interested in Claude Code? You're not going to turn into a coder, are you?"
The advent of AI has profoundly disrupted many professions and functions since it entered the corporate world through its Trojan horse, ChatGPT.
Naturally, I ask myself many questions about the developments for my profession, marketing... Is it a function more affected than others? Within the profession, what are the most impacted areas? What does it really change for me, beyond what I read or hear, in my day-to-day experience? What are the profound, irreversible changes versus superficial trends?
And indeed, when I think about the impact of AI on marketing, I struggle to identify a single part of the job that isn't touched by this revolution. Here are a few examples that come to mind.
Doing tasks we already did...
When it comes to creating content, rare are those who don't utilize LLMs at some point in the creative process, at least to check spelling or sentence structure, driven by the increasing pressure to produce, for convenience, or out of curiosity. That's already one less burden for a marketing department that is expected by everyone to deliver production, both internally and externally. I like asking an LLM to challenge what I've written, to refine an awkward phrasing, to complete an unfinished train of thought, but also to ensure that SEO keywords are present and highlighted.
Doing tasks we didn't really like doing...
Managing meetings, agendas, minutes, project "to-dos", organizing emails, replying to emails, generating KPIs to communicate to various executive committees, checking expenses, allocating budgets, reconciling spreadsheets and presentations. It's easier now and often integrated into common office applications.
Doing tasks we hardly ever did...
Due to lack of time, or exhaustion just thinking about the complexity and effort involved, there was rarely time or energy left for competitive intelligence, monitoring partners' social media, structuring knowledge, cleaning out saturated folders of old, never-fully-exploited topics, clearing the marketing drive at IT's request, automatically updating budget trackers... All of this is now possible by setting up well-calibrated automations and agents. With a little automation on n8n or Cowork depending on the ambition, or feeding knowledge into NotebookLM to exploit it later to return to it.
Does this mean marketing no longer exists?
Not at all. To do my job, I still need to target customers, understand their expectations, create adapted products and services, build loyalty, innovate, interact with numerous stakeholders, and listen.
I actually feel that the advent of these numerous AI tools highlights the constancy of marketing. "And you haven't changed either?"
Faced with the output of all these tools, I question things, I challenge my knowledge and what the LLMs propose. Do I agree? Does this reflect the reality of the company, the sector, the current life phase of the business?
The core job remains the same: Leading a marketing team means building on human relationships, providing a long-term vision, taking risks, having doubts, reassuring, engaging teams, and listening. And here, the tools are still shy.
"Everything must change so that nothing changes," as my colleagues used to say to describe the inertia of some of our managers.
A New Era of Prototyping
In fact, I feel that these tools are a tremendous opportunity to help me do my job better and a real asset for marketing departments.
Finally, a simple yet powerful tool that allows me to quickly prototype any idea that comes to mind. It's like Christmas came early.
Finally, I can present a client with a complete, functioning website that captures what they had in mind and allows them to project themselves into their new offering. Thanks to Antigravity, I was able to develop a comprehensive and beautiful tool in just a few hours.
And I have more and more cases like this. Updating digital assets? No problem! New images? A new tagline? A name idea for an event? A summary table synthesizing multiple initiatives? A clean and operational knowledge base? Instruction manuals? A companion to ask questions to refine an idea or proposal? Giving concrete shape to an idea in order to present it to all stakeholders in an easily understandable and high-quality format?
Getting hands-on with tools like Claude Code or Antigravity yields fast, tangible objects—true transitional objects that accelerate the understanding of marketing's role within the organization, restoring this profession to its primary purpose: being a powerful vector of growth and development for businesses.
The Bottom Line
"Wait, Julie, why are you interested in Claude Code? You're not going to turn into a coder, are you?"
Very true. I'm not. But here is what I observe: AI has profoundly disrupted marketing. And frankly, I can't identify a part of the profession that isn't impacted.
There are those tools that rid us of administrative tasks. There are those that finally allow us to do the competitive intelligence and knowledge organization we've postponed for years. And then there are the game-changers: rapidly prototyping an idea, creating a full website in hours, giving concrete shape to a vision to present to stakeholders.
But marketing itself hasn't changed. I still need to target, understand expectations, create value, and build relationships. The tools are just... cheaper extensions of my brain.
What really fascinates me? It's that these tools give back to marketing what it should never have lost: its role as a vector of growth and development. Instead of fighting against content production or administration, marketing departments can finally focus on humans, ideas, and careers.
Apparently, we are only at the beginning.