When I attended the IT Nation Evolve conference in New Zealand recently, a clear theme emerged around the shifting balance between technology and human capability. Research presented throughout the event highlighted that only 39% of people describe themselves as creative, even though creativity, persuasion and collaboration are recognised as the most valuable soft skills in the modern workforce.
At the same time, the most in demand technical skills include cloud computing, AI and analytical reasoning. This contrast reflects an industry advancing rapidly through technology, while human centred skills are becoming less common, and it raises important considerations for how AI should be used within IT marketing.
AI can accelerate work, but it cannot establish direction
Across the industry, there is an increasing assumption that AI will resolve longstanding marketing challenges by increasing output and simplifying processes. Although AI can significantly improve efficiency, it cannot replace the strategic thinking required to create meaningful communication.
Without clarity around positioning, audience or value proposition, AI amplifies the absence of direction rather than correcting it. Effective marketing still relies on people who understand customers, business goals and context, and that level of interpretation sits outside the scope of automation.
Human interpretation gives marketing its strength
In an environment where AI generated content continues to increase, the ability to interpret information and apply sound judgement has become even more important. Strong marketing depends on understanding what matters to customers, recognising the challenges they are trying to solve and presenting information in a way that feels clear and relevant. This type of insight connects technical capability with outcomes, and it requires a depth of understanding that AI cannot replicate.
While AI can assist with drafting and structuring content, it cannot determine which messages will genuinely resonate with the people you are trying to reach, or which points will help them move forward in their decision making. As more organisations rely on AI to streamline content production, the ability to apply human insight and shape communication around customer priorities is becoming one of the strongest differentiators available to IT businesses.
Where AI supports marketing
While AI cannot replace strategy, it can enhance the execution of well considered plans. When guided effectively, AI becomes a valuable tool for improving productivity and shaping early content development.
The most useful applications tend to include:
- Assisting with research by summarising large volumes of information
- Creating initial drafts that help accelerate the writing process
- Refining long form content into formats suited to different channels
- Supporting internal teams by reducing time spent on repetitive tasks
These uses strengthen marketing only when the strategic thinking is already in place. Without that foundation, the benefits become limited.
Strategy still relies on human insight
Another insight from the conference focused on the rising pressure individuals feel to prioritise productivity, which can cause businesses to rely on AI as a shortcut rather than a support tool. Marketing is built on decisions that require context, including understanding customer motivations, evaluating competitive landscapes and identifying the factors that differentiate an IT provider. AI does not possess the contextual awareness required to make these decisions. Without human judgement guiding the strategy, even the strongest AI capabilities cannot produce work that aligns with commercial objectives.
Human judgement remains central to effective marketing
The conversations at IT Nation Evolve made it clear that while AI will continue to shape how work is delivered, it does not replace the interpretation, nuance and strategic clarity required in IT marketing. Success still depends on understanding customer needs, articulating value and building trust, and these responsibilities remain firmly grounded in human expertise. AI can support and strengthen marketing efforts, but it cannot guide them.
The IT businesses that achieve the strongest results will be those that pair technological capability with thoughtful human judgement, using AI to enhance their marketing rather than expecting it to define it.
