The Growing Role of AI in Marketing: Insights from Local Professionals in Kosovo
Have you ever wondered how much AI is really changing the game in marketing? If you're in the marketing world—or even just keeping an eye on trends—you’ve probably noticed the rise of AI tools in everything from content creation to customer insights. But what’s the reality for professionals here in our region? How are marketers, freelancers, and business owners really using these tools to enhance their work?
We recently surveyed local professionals to get a clearer picture of how AI is making its mark on the marketing industry. The answers were insightful, showing that AI is not just a trend but a serious game-changer for those working in marketing.
How Are Local Professionals Using AI?
So, how are marketers, freelancers, and business owners in Kosovo using AI in their day-to-day work? Here's what we found:
Content Creation: From Ideas to Execution
Data Analysis and report generation stand out as the most popular application of Ai, with 77.1% of respondents using AI tools to help with processing data and creating reports. Thus proving that AI is equally adept at extracting valuable insights from data. Professionals are leveraging AI to create data-driven reports that guide their decision-making and refine their marketing strategies.
But AI’s role doesn’t stop at data analysis and report generation. 74.3% of participants use AI tools to help generate content. Whether it’s writing blog posts, crafting social media updates, or developing product descriptions, AI tools are streamlining the writing process by offering drafts, ideas, and final content suggestions.
Additionally, 42.9% of respondents use AI for graphic design and image generation, allowing marketers to quickly produce professional designs for social media posts and promotional materials - making the creative process faster and more efficient. Meanwhile, 34.3% rely on AI for client support, utilizing chatbots to handle customer inquiries and automate responses.
AI in Marketing: Automating and Optimizing Campaigns
AI is proving to be an essential tool for marketers looking to optimize their campaigns and streamline their workflows. According to our survey, 20% of respondents use AI for email marketing automation, allowing them to efficiently manage campaigns and reach their audience with minimal effort. Additionally, 17.1% rely on AI for targeting suggestions, helping them refine their audience and improve the effectiveness of their campaigns. However, 34.3% use AI for generating ad copy, leveraging the tool's ability to quickly come up with creative and compelling content for their advertisements.
By automating these tasks, AI helps marketers save time and ensure their efforts are more strategic and targeted.
*Results are shown in percentages.
The Most Popular AI Tools in Local Marketing
So, what are the AI tools that are truly making an impact in the local marketing scene? Based on our survey, here are the top tools being used:
ChatGPT continues to be a top choice, especially for generating text-based content like blogs, email newsletters, and social media captions.
Canva AI has become the go-to tool for marketers looking to create high-quality visuals quickly. Whether it’s for social media posts or marketing materials, Canva AI allows users to produce professional designs without needing advanced graphic design skills.
Other tools mentioned include DeepSeek and Gemini, which, like ChatGPT, focus on reasoning-intensive tasks. DeepSeek is designed for coding, mathematics, and complex problem-solving, while Gemini excels at real-time web access, complex reasoning, and research-based tasks. On the other hand, Adobe Firefly is centered around visual content generation, allowing marketers to create images, edit photos, and apply artistic styles from text descriptions, ideal for social media content and flyers.
The Impact of AI on Marketing: What’s the Verdict?
It’s clear that AI is having a profound impact on how marketing is done today. The benefits are clear: faster content creation, better customer insights, and improved efficiency. However, while the majority of professionals we spoke to are positive about AI, there’s still a sense of caution.
Some expressed concerns about AI-generated content feeling “too robotic” or lacking in human touch, especially when it comes to empathy or emotional connection. As one respondent put it, "AI can’t replace the personal touch. It helps with the heavy lifting, but you still need that human spark in your work."
Conclusion
AI is definitely not a passing trend—it’s here to stay and continues to shape the future of marketing. Whether it’s generating content, analyzing customer behavior, or automating tasks, AI is helping marketing professionals work smarter, not harder. But as the industry continues to embrace these tools, it’s important to remember that AI can enhance, but not entirely replace, the human creativity and emotional intelligence that make great marketing stand out.
For those in the marketing field, the key is to find the balance—using AI where it adds value while keeping the human element at the heart of your strategies.
And please, get better at prompts!
