In 2025, Generative Artificial Intelligence (AI) has become a fundamental pillar in the evolution of CRM and marketing, driving an unprecedented transformation. Thanks to its ability to process large volumes of data in real time, companies have optimised the personalisation of their strategies, automated interactions, and improved customer relationships.
AI-powered tools allow for the creation of content tailored to each user, predictive analysis of consumer behaviour, and the optimisation of campaigns with unmatched precision.
However, this technological revolution is not without its challenges. The implementation of AI in these sectors has sparked debates about data privacy, decision-making transparency, and the impact on human employment. As automation gains ground, there is a growing need to find a balance between technological efficiency and human oversight, and to ensure the ethical and responsible use of these tools.
Are jobs secure in marketing?
Automation driven by AI has raised concerns about the potential reduction in jobs, with studies warning that up to 46% of positions could be affected. However, new opportunities are also emerging in AI development and oversight, data management, and tech ethics.
The demand for AI specialists is growing, creating new opportunities in key sectors. The development and oversight of AI systems require experts in machine learning, data engineering, and cybersecurity. Additionally, data management has become essential to ensure the quality and accuracy of the information used by these systems. On the other hand, tech ethics is gaining more relevance and driving the need for regulations and professionals who ensure the responsible use of AI, minimise biases, and protect users' privacy.
Ensuring ethics, a challenge for companies
To achieve this, companies must establish clear policies for AI use, ensuring transparency in their processes and respect for data privacy. Furthermore, promoting human oversight in automated decision-making and continuous training for teams is key to ensuring ethical and effective implementation.
Collaboration with regulatory bodies and the adoption of international standards also play a crucial role in building a reliable AI ecosystem aligned with ethical values.
Generative AI, an ally for businesses
Beyond the challenges generative AI poses for organisations, this technology can complement human skills rather than replace them.
By automating repetitive processes and analysing large volumes of data, AI allows professionals to focus on strategic and creative tasks, adding more value to their roles. The key lies in the collaboration between humans and machines, where technology acts as an enabler of capabilities, optimises decision-making, and improves efficiency without losing the judgement and intuition that come with human talent.
Want to unlock the full potential of generative AI in your marketing and CRM strategy? At PGR Marketing & Technology, we guide you through every step of the process.
