Gini Dietrich On Not Being Replaced By AI In 2025
AI. Whether we love it, fear it, or feel uncertain about it, AI has undeniably changed the way we work. However we feel about AI, the cat is officially out of the bag, and there’s no going back. It’s time as marketing professionals that we learn how to use AI to the best of our abilities before our competitors do. The key isn’t to resist AI, it’s to learn how to use it strategically so we stay ahead in marketing. Inspired by an episode of The Spin Sucks Podcast with Gini Dietrich, let’s go over some ways to make sure we’re not replaced by AI in 2025.
Dietrich, Founder of the widely used PESO model explains that AI can write pitches and improve efficiency, but people respond to people, not bots. The magic happens when you combine human emotional intelligence with AI creativity and efficiency. Even with AI, it’s essential to have conversations and stay social on social media.
AI’s Role
AI integration is where the real transformation occurs. While media integration once relied on gut feelings, AI now reveals opportunities and connections we might otherwise miss. For instance, AI-powered analytics helped a client struggling with thought leadership content by identifying high-performing blog posts driving LinkedIn conversations, which their paid media team had overlooked. AI also flagged journalists already engaging with their content, making outreach more effective. AI doesn’t integrate for us, it helps us see how and where to integrate strategically.
AI is not something to fear; it’s a tool to embrace. It makes our jobs more efficient and effective, but ignoring AI could leave us vulnerable to competitors who use it well. That said, AI will never replace the human spirit in communications. Today, we can measure success more precisely, tracking who consumes content and linking it to business outcomes. Real-time tracking of social engagement patterns also helps refine strategies as they develop.
Gini’s Advice
Gini’s advice for implementing AI is to start small, find quick wins, measure results, adjust, and scale successful initiatives. Collecting quality data and ensuring flexibility are key. As AI handles labor-intensive tasks, teams can focus on strategic thinking, creative problem-solving, relationship-building, and high-level counsel.
AI is here to stay, and those who learn to use it wisely will have a competitive edge. If you’re reading this as a marketing professional, I hope you found this perspective to be as useful as I did, and can feel empowered in the new age of AI.
