Why AI Will NEVER Replace Marketing Ops

Also - how to make big ops bets instead of small improvements

In this edition:

1. Why AI Will NEVER Replace Marketing Ops

2. How to Make Big Ops Bets Instead of Small Improvements (Podcast Episode)

3. POLL: How Have You Typically Seen Campaign Requests Prioritized?(239 votes)

4. Exclusive For Paid Subscribers: How to Build a World-Class Internal Tech and Ops Training Program for Your Company

5. Reminder: Join the Marketing Ops Round Table Series Live in Orange County California, sign up free here.

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WHY AI Will NEVER Replace Marketing Ops

Contrary to popular predictions, AI will never replace marketing ops.

Here’s why:
1 - Marketing ops is a function and a mindset, not just set of tasks. You can automate tasks, but you can’t replicate the constant pursuit of operational excellence.

2 - Real marketing isn’t just promotion; it takes accountability for the entire customer experience. While the responsibilities of today’s marketing ops may be replaced by AI, there will always new challenges to improve the customer experience of tomorrow.

3 - Marketing ops = “the problem solvers of GTM.” AI will never be able to solve all the messy, cross-functional challenges of GTM independently.

4 - Marketing ops has always evolved. From the early days of writing HTML and SQL, to the next phase of mastering marketing automation, to today’s orchestration of multiple tools - the role may look different, but the goals will be the same.

5 - In reality, most marketing and GTM problems are PEOPLE issues, not technology issues.

6 - AI fails in the “gray area” of business. Which team do you help first when both are top priority? Do you drive more revenue at the expense of customer trust? What if the mandate from leadership is wrong? This is where the human element of marketing ops judgment comes into play.

7. AI can give tips on how to manage tool and process adoption, but only a human can lead true change management when it comes to marketing and operations.

Which resonates with you?

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How to Make Big Ops Bets Instead of Small Improvements (Podcast Episode)

In our latest Humans of Martech episode, Phil and I sat down with Simon Lejeune, VP of Growth at Wealthsimple. One theme stuck with me: most growth and ops teams spend too much time polishing the hill they’re already standing on, running small tests, making incremental tweaks, and calling it progress.

Simon learned this lesson early. At Hopper, he suggested testing a $5 tip against $4 or $6. The CEO’s reply? “That’s literally a local maximum. I don’t want you doing that.” It was a wake-up call: real growth doesn’t come from fiddling at the edges. It comes from bold, risky bets that might look uncomfortable in the moment but have the potential to reshape the business.

This is just as true in marketing operations. Too many teams spend all their energy on optimizations: shortening approval cycles, fine-tuning campaign requests, tweaking dashboards. Valuable, yes. But none of these alone will transform the trajectory of the business.

Ops leaders need to ask harder questions:

• What projects could we cut entirely with negligible impact?

• Where are we chasing “wins” that don’t move the business forward?

• Which bold experiment could fundamentally change how we plan, execute, or measure growth?

Simon frames it simply: “What would have happened if we didn’t do this?” If the honest answer is “not much,” you’re probably stuck in local maximum thinking.

The best ops teams balance efficiency with courage. They remove busywork, automate the repeatable, and free up space for big bets: new channels, new pricing models, new customer experiences.

Because in the end, small improvements make you faster. But only bold bets make you matter.

Listen to the whole episode on the Humans of Martech podcast.

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POLL: How Have You Typically Seen Campaign Requests Prioritized?

Top Commentary from Social

Very insightful. In my case, its always been which campaign request has highest business priority/impact - that takes precedence. - Arjun Mohan

"whoever yells loudest" is my least favourite way, but alas, they often win - Anna Aldred

Honestly all of the above. Just like one shoe can’t fit everyone, one prioritisation method can’t work for every campaign scenario. The right approach depends on the context, urgency, and objectives at hand. We have to stay adaptive and choose the method that makes the most sense for the situation.- Sant Singh Rathaur

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