Akeel JabberInvestment Director, Horizen Capital · Investor, Entrepreneur and Petroleum Engineer

Slack's Impact on Daily Life

25 Nov 2025 · 1 min

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In this excerpt, the speaker outlines the three core functions of marketers—strategy (campaign planning, budget allocation, positioning), intuition (learned insights from past campaigns about what works), and execution (day‑to‑day bid adjustments, audience management, landing‑page and data optimization). The speaker emphasizes that execution consumes the majority of marketers' time and manpower (roughly 60‑80%). He argues that artificial intelligence will dramatically automate this execution layer, effectively transforming the bulk of marketing work and reducing the human effort required for routine campaign management.

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So a very simple basic thing across the board is like what marketers do is 3 main things. Strategy, which is like they decide on which campaigns to run, which channels to allocate budgets on, what is the positioning of the campaign, et cetera. Second is intuition. They would have run multiple campaigns across the years. So they have an intuition of what works, what doesn't work, which is it. And the third part is execution. Execution is changing bids on a day-to-day basis, removing and adding audiences, making sure a specific segment of audiences get a specific type of ads. All the campaign execution, including landing pages or optimization, data optimization, et cetera. All of that falls into the execution part. Where we see AI very, very clearly taking a huge share of work away is in the execution part, which is of course close to 80% of the work and time spent, maybe even 60 to 70% of the manpower also spent on, which is primarily on the execution side. And that is something which is going to be completely transformed by the AI.