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AI-Based marketers: These AI-based marketers are position-less marketers. They embody adaptability, innovation, analytics and creativity. They readily embrace AI, leverage data-driven insights and welcome change to remain at the forefront of marketing evolution. Rules-based marketers (legacy): Representing traditionalism, these marketers adhere strictly to established rules, past practices and control-focused approaches. They are hesitant to adopt AI, preferring the comfort of familiar methods and routines.

"Be the steady, guiding hand: Clients want someone who understands their business and can help them navigate change. Agencies that can say, "We guided you through the digital revolution and we can help guide you through this AI revolution," will find a willing audience."

'There will be some disillusionment for people who thought this is a panacea, where you don't need any data structure because this is an intelligent technology. There is a lot of marketing hype that is creating that perception. But when you see what serious enterprises are doing, they never went big on implementing this technology because they were worried about the hallucinations and so forth. We are seeing very cautious adoption, where people are mainly trying to do use cases that are more internal - like knowledge summaries, quick ways for employees to find answers. Most of them are cautious about exposing this technology to customers because of the cases that came into the press like the Air Canada case.'