90% of Marketers Will Be Replaced by AI – Here’s How, and How to Be in the Top 10%

For a lot of teams, including mine, the work of 2 people can now replace 30. Companies like Accenture and Salesforce have done massive layoffs. Accenture, 11,000 people. Salesforce, 4,000 people. And I've got friends who have cut 300 to 400 people just this year. So yeah, AI is replacing people. It's replacing marketers, and it's no longer a hypothetical scenario, but it's not going to replace everyone. So here's the truth. The best people will always have a job. The ones who are creative, who move fast, who take initiative, they don't get replaced. But those people need to know where to focus their attention. And that's what we're going to get into today. Now, look, I'm not going to sugarcoat it. The next 5 to 15 years will bring a lot of job displacement. It's going to bring a lot of pain. But in the long term, I believe that we're heading towards abundance. People like to talk about universal basic income. I believe that we're going to have universal wealth across the board. And it's hard to believe right now. Well, I'll tell you this. Come back to this video in 5 to 15 years. I am willing to bet a good chunk of money that we're all going to be in a very good place because of the abundance that is coming. What does that actually mean, at least right now? Because there's a lot of time, 5, 15 years, like we still need to provide for our families. We need to provide for ourselves, right? What do we need to do to become the top 10% of marketers? What does that actually look like in this, you know, 5 to 15 years as we transition into, you know, wealth and abundance, right? One of the things that we need to think about as marketers, but also just people in general, is we need to think about how we can become AI orchestrators. An AI orchestrator is someone who knows how to manage and create agentic workflows. They know how to create agents. They know how to create subagents. They can utilize a bunch of these tools that are already available today. And I'll just give you one example. We have one product called ClickFlow internally that is just a series of agentic workflows and agentic workflows. That's just a simple workflow. It's just running through different steps on what you want it to do. So for example, in search engine optimization, we oftentimes will need to update our content, we might need to consolidate our content, we might need to think about, okay, for relevant pages, you know, internal links, which internal links make sense to, you know, point to each other. It's a, it's a thankless job, but it's still very relevant, at least as of this recording. And So what you want to do is you want to have someone that knows how to— one, they need to understand how these agentic workflows work. They need to know how to manage them, and they're just managing over time. I'll give you another example. There's a product that we use for recruiting. It actually is an agent. And so for our recruiting at my company, Single Grain, we're looking for very specific people. We want people to have at least 2 promotions at 2 different companies. Let's say we're looking for a paid media person. We want them to be in the United States. We want them to have tenure of at least 3 years at their current job. And so this is all very specific. And the beautiful thing is that this agent will go out and reach out to these people, and it'll continually train on the feedback that I give it, and it'll continually get better over time. Guess what? How much would this recruiter cost in the real world? Even if you hired someone offshore, it might cost you $3,000 to $5,000 per month. If you're hiring someone in the United States, it's going to cost you even more money than that. Now, for 2 orchestrators, for these 2 agents, I am paying $300 a month. But it requires you to understand how these, these systems work. And if you want to be a top 10% marketer, you have to play around with these products. And these systems and understand how to think in systems too. And a good book for that, by the way, I recommend is Thinking in Systems. So check out that book. Here's the other thing. If you want to be successful in the new world, you've got to be either a great strategist or a great creative, or maybe both. These things matter. As long as you are skating to where the puck is going consistently, you're going to be ahead of the curve. And the AI is going to need to train on that because humans, we've consistently been setting the trends for the future. And that's not to say that machines can't help us do that eventually. They're kind of already helping us with that already. But the beauty of human creativity That's never going to go away. And so if you learn how to think for yourself, if you learn how to think in systems, which is what I just mentioned, and you know how to think for yourself, that naturally means you're creative, but you've got to evolve. And evolving means that you are playing around with a lot of these products, a lot of these services. You're reading about the newest things that are happening. I'll give you an example over here. Recently, ChatGPT just came out with apps. They just released apps and they have 800 million users on their platform. So as a marketer, the way I think about this, here's an example of strategic thinking here is like, okay, there's 800 million users here. This seems like a new distribution channel. The risk and reward here, if we create an app and it works, we're going to get a ton of distribution because this App Store, not a lot of people are going to build in the very beginning. And so when there's a new gold rush, you want to attack it very quickly. And the time that it takes us to build these apps, these different apps to be deployed in the App Store, might not take us that long. Maybe it takes us a month of our time. But if it goes well, the risk-reward ratio is insane. It's outsized returns. And so if you get— again, you start to think about the different implications of new things that come out, new technologies that come out. Another example for you would be if you think about it from a creative standpoint, okay, Google released Google Nano Banana. That's their image model. It's a tremendous image model that holds consistency with characters. And that's not something that was done really well in the past with, with these AI image models. You have VO3, which is a great video model. You can leverage these different products and services. You can leverage Perplexity Labs to come up with long-form research. You'll spend 8 minutes, it'll create a long-form script for you, and then you can dump that prompt into VO3 and you can make images using Google Nano Banana. Now I'm just tossing a few things at you right now, but this is the type of thinking that's going to be required. And hopefully you are able to develop kind of level 1 that I just gave you right now. And then, you know, over time you're going to become next level, level 2, level 3, level level 4, level 5. You're just gonna get stronger and stronger over time. And that's how you become top 10% as a marketer. Because guess what? When you become top 10% as a marketer, you're not only going to become 10x better, you'll probably become 100x stronger. All the cool tech that I just mentioned, that's nice, but I'll tell you one thing. Just like marketing— marketing channels change, technology changes over time— but human psychology never changes. People still respond to stories, they respond to emotion, they respond to connection. That's why some of the ads that you see that are AI-generated ads I remember there's one where a dentist published an ad. It was a gorilla speaking. He filled up all his appointments, I think, for the rest of the year, right? But there's a cool story there. There's emotion tied to it. There's connection. And so storytelling is one of the most powerful forms of marketing. If you learn how to storytell, that's never going to go away. Human psychology will never change. And if you learn how to storytell, that means you're going to learn how to wield the power of these models. Because just like if I'm a doctor, I'm going to know how to ask better questions than someone who is like 6 years old using AI. 6-year-old is not going to know the right questions to ask. And so human psychology never changes. Also, experience never changes. The more experience that you gain, the more creative you become, the more you're skating to where the puck is going. You combine all these things together, and you're going to be able to not just become a top 10% marketer, you're going to become a top 1% marketer. If you want to run personalized LinkedIn ads at scale and get these ads up in minutes instead of weeks, you got to check out Karrot. So Karrot, karrot.ai, will allow you to create personalized ads on LinkedIn, personalized landing pages. We are also adding in different automations to spin up these ads quickly. We have different creative options as well that will integrate even cool things like Google Nano Banana. A lot of cool things coming down the pipeline. If you are serious about B2B marketing, you're serious about LinkedIn, you got to check out Carrot and we'll see you on the other side. So look, if you want to not even just be in the top 10%, you want to be a top 1% marketer, you got to start studying this stuff right now. So there's a handful of people that you can follow. There's a handful of things that I recommend reading. I would highly recommend that you go on X. Don't go for the political stuff. Go to X to learn from AI researchers. You got Andrej Karpathy, researcher at OpenAI, worked at Tesla before. There's a guy, Ethan Mollick, he talks about AI quite a bit as well. I would recommend that you listen to some of these podcasts where they bring on some of the best AI researchers, right? Dwarkesh Patel would be one. Lex Fridman sometimes will bring on AI researchers as well. BG Squared, like, they just did an interview with Nvidia's Jensen Huang. The All-In Podcast, sure, they talk about politics, but they often talk about the stuff happening with AI. And when you have David Sacks, David Sacks is the crypto czar and the AI czar. He's working in the government. He's at the forefront of this stuff too, right? And so I think it's really important that you're looking at what people are talking about. Andrew Ng, he actually just released a course on AI agents today. OpenAI has a bunch of courses out there on AI as well. And so you got to be studying this stuff. You got to be listening. You can't just be playing around with it because whatever you're playing around with could become outdated in the next week or 2 weeks or so. You got to be looking at what people are launching, and X is usually the best place to figure out how to get ahead of the curve. At the end of the day, AI isn't the threat. Stagnation is the threat. Stagnation has always been a threat, but it's even more pronounced now. And so the real divide is not going to be AI versus human. It's going to be high agency versus low agency people. High agency people test, they learn, and they adapt fast. They build leverage through knowledge and through action. Everyone else becomes a fraction of themselves. So you've got to start now. You've got to build your leverage, become part of the top 10%, and then strive to become in the top 1% of marketers. All I'll say is this. If you want to get started with agents, I have a ton of content on my channel with where to start. Go here to check them out, and I will see you in the next video.