Using AI isn't enough, everyone does it. The edge is having a brand point of view.
AI made creating content dead easy and, for that very reason, it stopped being an advantage. More than half of us working in marketing already admit that AI generated content performs worse and fails to stand out in saturated feeds. The most common mistake, especially in Argentina, is using it only to write posts or copy. The real play is in intelligent end to end automation, not in producing more of the same.
And there's a deeper shift worth watching: the new SEO is GEO. With AI assistants recommending brands, optimising for search engines isn't enough anymore, you have to make it into the answers the AI gives the user. Faced with that global tsunami, the one thing no CMO can delegate is local identity: understanding the culture, the tone, the real conversations that create community. AI still doesn't replicate that.