Just a few years ago, artificial intelligence (AI) in marketing was seen as a supporting tool for generating reports or drafts faster. Today it is becoming the engine of campaigns itself—able to manage multi-million budgets, forecast consumer behavior, and even make decisions faster than humans. It’s projected that by 2030 more than half of the world’s advertising campaigns will be run by AI. Experts share how to prepare for this shift and what steps marketing teams should take, the press release notes.

A deluge of data becomes a burden

Over the last decade, marketing departments have gained the ability to collect vast amounts of data. Every campaign generates hundreds of metrics, social networks emit millions of signals, and sales systems log customer behavior. Yet, as “McKinsey” and “Gartner” studies show, for many companies this information becomes a burden rather than an advantage.

“Today’s marketers work with volumes of data that were unimaginable ten years ago. Unfortunately, much of it remains unused. Research shows that more than half of leaders are dissatisfied with the return on their analytics investments, and some studies even suggest that up to a fifth of budgets are lost simply because the data doesn’t yield clear insights. For this reason, more organizations are turning to AI, which can not only process massive information flows but also turn them into scenarios that accelerate decision-making. Even the biggest teams struggle to keep up their decision velocity,” says Tomas Vasiliauskas, CEO of Agenica.

Asked whether AI could replace marketers, he is reassuring: it won’t be the technology but the ability to use it that determines who remains competitive. “AI doesn’t replace the human—it changes the logic of work. Those who will keep their roles are the ones who adopt and apply this new logic,” Vasiliauskas notes.

Academic research supports this. In 2025, an MIT experiment by Ju and Aral showed that teams in which people worked alongside AI agents achieved better results. AI took over repetitive tasks, while people could devote 23% more time to creativity. What’s more, overall communication intensity within the team increased by as much as 137%. “In other words, the greatest value emerges when AI doesn’t replace the human but augments their strengths,” the expert says.

A changed day-to-day is already visible

The human–AI collaboration discussed by researchers and experts is already becoming a reality in Lithuania. Some companies are adopting AI tools that can perform part of a marketer’s functions—from monitoring competitors’ actions to recommending data-driven decisions. According to Profitus Head of Marketing Miglė Grybinienė, these shifts go beyond technology—they also change how teams work.

“In the marketing community, there’s a lot of talk right now about AI and how to bring it into real work. Over the past year we’ve seen teams apply it more and more to very concrete tasks—from data analysis and competitor monitoring to content review and even campaign testing. This isn’t just a technological change; it’s a shift in the whole logic of work. In the past, many decisions were made on intuition; now we have the chance to ground that gut feeling in real data. Decisions are made faster, less time is wasted on debate, and more is spent on analysis and creativity,” says Grybinienė.

She adds that, to ensure smooth AI integration, the team holds sessions to share practical experience of using AI in daily work. “We want it to become a routine tool, but at the same time we want to preserve critical thinking and keep developing essential skills,” she emphasizes.

According to Vasiliauskas, such changes show the Lithuanian market is maturing. The application of AI is moving from the experimentation phase to a more advanced stage—from tech trials to thoughtful integration.

“In Lithuania we see the first signs of companies not only experimenting but also seeking solutions that can autonomously process data and generate insights. One example is the virtual marketing employee Agenica AI, which can gather and analyze competitors’ activities, track industry signals, and help teams make everyday decisions. Essentially it’s like ChatGPT, but adapted to a specific marketing environment: it knows not only your brand but also all competitors in the digital space. Initiatives like this show that innovation is being born here in Lithuania, not only imported. And this matters not because of the tool itself, but because of the mindset—when a market starts forming its own answers to global shifts, it becomes more competitive,” he says.

Three important steps

To make AI a real and sustainable part of the team—rather than a short-term experiment—you need a clear integration strategy. According to Vasiliauskas, this requires not only technological solutions but also changes in mindset and work culture.

First, invest in human–AI interaction, not just technology. Companies that treat AI as a stand-alone system often end up disappointed. Real returns come not from deploying algorithms but from weaving them into team workflows so that AI becomes a helper in everyday decisions. That calls for not only technical tools but also training on how to make effective use of the insights.

Second, start with areas where information volumes are growing fastest—typically competitor analysis or market-trend tracking. In such areas, AI’s ability to automatically process data streams becomes a real aid: it quickly highlights what matters and turns it into clear next steps.

Third, abandon the notion that data, by itself, creates value. What matters is not having more information but turning it into decisions. Here AI provides an advantage because it helps you see not only what’s happening now but also which scenarios might form next. Organizations that learn to work with this predictive perspective become faster and more competitive over time—better prepared for future challenges,” he says.

Read the full article here: https://www.tv3.lt/naujiena/verslas/per-kelerius-metus-siu-specialistu-kasdienybe-pasikeis-is-esmes-ivardijo-zingsnius-kaip-tam-pasiruosti-n1461279