AI marketing evolution is transforming how brands connect with audiences, with personalisation replacing generic messaging strategies, according to Semrush’s international director of sales, Justin Barrett.
Speaking at the Digital Marketing World Forum in Singapore on February 26, 2025, Barrett shared insights on how artificial intelligence is reshaping marketing practices and how SaaS platform Semrush is positioning its solutions to help marketers navigate this transition.
“The days of one size fits all are most definitely gone”, Barrett emphasised, pointing toward a future where hyperlocal, highly targeted content will become the norm rather than the exception.
He described Semrush as “an organisation that can help you get an end-to-end analysis of your traffic, your marketing plans and how they’re optimised to best reach your audience”, highlighting the company’s focus on delivering actionable insights.
When addressing concerns about AI potentially replacing marketing jobs, Barrett offered a more optimistic perspective, explaining: “What it’s actually going to do is going to evolve the way we market. It’s going to free up a pool of time for us to be more strategic in the way that we work.
He clarified that AI won’t replace the creative aspects of marketing but will instead enhance how marketers understand their audiences and automate previously manual tasks. “It’s a huge opportunity for marketers, and Semrush is uniquely positioned at the moment, without launching our AI solutions to help marketers capitalise upon that,” Barrett noted.
Practical applications of AI in marketing
Semrush’s AI implementations focus on practical improvements to marketing outcomes, according to Barrett. Their technology analyses keywords and content, then recommends changes to improve reach, awareness, and engagement.
When asked about measurable impacts, Barrett pointed to engagement metrics, saying: “The impacts are mostly felt in the engagement numbers. So what we do with our enterprise platform is we actually provide some of the insights and the data that you need to make those strategic investment decisions for your content.”
The result, according to Barrett, is that marketers can make better-informed business decisions and investments based on deeper data analysis.
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