Hajra Naz
At SMX Next, three PPC marketing experts—Menachem Ani (JXT Group), Greg Finn (Cypress North), and Kerri Amodio (Refine Labs)—took center stage to discuss the urgent question: Is AI improving or worsening marketing?
The panelists discussed the promise and difficulties of artificial intelligence as it relates to digital marketing. While AI has improved output capacity, worries continue concerning its impact on content quality and strategic decision-making.
The New PPC Mindset: A Tool or a Limitation?
Greg Finn made a strong argument that AI can make marketing worse when it becomes a replacement for human strategy rather than a tool to enhance it:
“If quantity is your guiding light, then yes, AI is helping. But if quality matters, I would argue that AI is worsening marketing and marketers. People rely too much on AI for tasks that a human could do better. The way platforms are evolving is not necessarily making things better either.”
His fellow panelists echoed this sentiment, emphasizing the need for thoughtful implementation. Menachem Ani pointed out that AI can be a double-edged sword:
“It all comes down to how you use it. AI makes it incredibly easy to generate bad output, sometimes too easy. The more effort you put into your work, the better the result. Used correctly, AI can improve marketers, but if used carelessly, it can have the opposite effect.”
Kerri Amodio agreed, adding that AI can increase efficiency but also risks forcing marketers into restrictive frameworks:
“AI can make you a more efficient marketer, introducing strategies you might not have considered. But it also forces us to conform to a rigid structure—we start focusing on volume rather than quality. That’s where AI can make marketers worse than before.”
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Where AI Excels in PPC
Despite their concerns, the panelists acknowledged several areas where AI is particularly valuable. One unanimous success story was automated bidding.
Amodio noted that she relies on smart bidding 99% of the time:
“Smart bidding works well, but it requires proper guardrails. If you refine your automation, AI can help you reach the right audience. However, removing those guardrails can lead to suboptimal conversions. AI is more effective for some brands than others.”
Ani shared similar thoughts, highlighting AI’s advantages in bidding strategies over creative asset generation:
“Algorithmic bidding outperforms manual bidding in most cases. AI struggles with creative assets and copywriting, but for automated bidding, it excels.”
Greg Finn also acknowledged the power of AI-driven bidding and the potential of Performance Max (PMax) campaigns when structured correctly:
“PMax, when implemented with a clear strategy and conversion setup, can outperform manual approaches. AI is also useful for generating supporting assets, such as video shorts and ad variations.”
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Common Misconceptions About AI in Marketing
The panel tackled several misconceptions, starting with the false belief that AI makes marketing easier. Finn debunked this notion, stating:
“AI doesn’t automatically simplify marketing. Setting up a PMax campaign with images, videos, headlines, and descriptions is not easy. The platforms market AI as effortless, but in reality, it often requires more work, not less.”
Another common mistake is treating AI as a “set-it-and-forget-it” solution. Amodio warned:
“AI needs continuous refinement. It takes weeks or even months for AI-driven campaigns to surpass manual ones. You can’t just trust AI to act in your best interest; you need to monitor and optimize.”
The Interplay Between AI and Creativity
The effect of AI on creativity was the subject of one of the most interesting debates. The panelists voiced worries that AI could cause creative output to become more uniform. Amodio emphasized the importance of balancing automation with human creativity:
“Marketers must decide whether they want to follow AI-driven algorithms or create content that truly resonates with their audience. If teams focus too much on volume, they lose sight of messaging and audience pain points. Creativity must remain at the forefront.”
The key, she argued, is strategic planning:
“Teams must work closely to pre-plan creative assets. By mapping out required assets in advance, marketers can balance efficiency with quality, ensuring AI supports rather than dictates their approach.”
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AI in PPC: What to Avoid
Not all AI-driven PPC solutions are beneficial. Amodio warned against using Performance Max for B2B marketing:
“PMax isn’t valuable for B2B. It works well for broad consumer targeting, but for high-intent B2B conversions, manual control is essential.”
Ani emphasized the importance of testing rather than dismissing AI outright:
“I avoid absolutes in marketing. AI can surprise you, but you need to test and validate before making decisions.”
Finn took a skeptical stance on Google’s latest AI-powered offerings:
“I don’t immediately trust Google’s AI updates. They roll out half-baked products, claiming they’re amazing. Marketers need to scrutinize new tools rather than blindly adopting them.”
Final Thoughts: AI as a Complement, Not a Replacement
The panel concluded that, depending on how it is applied, AI has neither intrinsic benefits nor drawbacks for marketers. While AI can increase productivity and eliminate tedious activities, human supervision is still crucial.
Marketers who see AI as an extra tool rather than a replacement will benefit the most. By finding a balance between strategic human insight and AI-driven automation, businesses may maximize AI’s benefits while avoiding its disadvantages. Ultimately, AI should be viewed as a partner in the creative and strategic process—one that enhances marketing campaigns without compromising the expertise and analytical skills of the marketer.
