From good to game changing: The power play of human instinct + AI speed in 2025

As marketers, we’re trained to anticipate and embrace change, but the changes defining 2025 are on another level. Budgets are flat. Expectations are climbing. Our dedication to delivering real impact with fewer resources has never been more vital. On top of it all, the accelerated evolution and adoption of AI are not just shaping our workflows — they’re reshaping what’s possible, right now.

Having guided marketing teams through massive digital shifts, I’ve learned that what sets the winners apart won’t just be leveraging AI’s power — it’s combining it with distinctly human instinct. This era is not about “AI versus people,” but about “humans plus AI” — and that’s where game-changing performance begins.

I recently went up to bat as part of the MarketingProfs B2B All-Stars event on April 29, where I shared my playbook with a dugout full of top marketing pros. Ready for the highlights? Below, I share my takeaways from six key innings.

Step up to the plate: Marketing in 2025

Marketing trends might change, but the core challenge persists: do more with less. What’s new? Marketing has always tried to drive more efficiency and figure out how to try new things at scale. This means we need to take a hard look at our budgets.

We can’t just allocate budget the same way every year. I review what didn’t work in the previous year, and redirect those funds to new programs and technologies that can help us scale. Right now, AI enables us to execute and analyze at a pace we couldn’t have dreamed of a few years ago, so I know I need to keep AI top of mind. And so do you.

Winning marketers will balance two things: first, recognizing that AI isn’t a passing fad but a permanent, evolving force; and second, maximizing human instinct alongside AI by applying judgment, deciding where to focus, and keeping people involved in AI-driven processes (“human in the loop”). 

Before we get into inning one, take note of these key moves for 2025:

• Audit your current technology stack; double down on what works.
• Experiment with AI — but set up clear metrics for success.
• Shift spend from underperforming programs to AI solutions that accelerate outcomes.

Now, let’s talk about how leaders can set up their teams for future success by integrating both AI and human insight.

Inning 1: The brand identity crisis in the age of AI

When speed takes precedence over soul, brands begin to look and sound the same, especially given AI’s ability to automate content creation at scale.

We’ve all seen it: generic messaging, bland campaigns, or emails that feel off-brand. That’s a risk when we “set and forget” AI.

Here’s my playbook move: Safeguard your brand’s voice and narrative. AI can deliver a strong first draft, but human creativity polishes it into something authentic and differentiated. Start every project with clear brand guidelines, and don’t skimp on reviews and feedback — your brand reputation depends on it.

How to protect your brand:

• Feed AI tools robust brand guidelines and voice examples.
• Build in team checkpoints for content and campaign outputs.
• Prioritize authenticity over speed; ask, “Does this sound like us? Will our audience know it’s us, not just another AI robot?”

Inning 2: The human instinct advantage

What sets great marketers apart? Instinct.

AI boosts productivity, but it can’t (yet) replicate “power skills” like empathy, judgment, and timing. Knowing when to launch, when to hold back, and how to put yourself in the customer’s shoes — these are skills that future-proof your team.

Here’s my playbook move: Hire, train, and reward for creative leadership and leveraging instinct under pressure. Build trust and empower your team’s human judgment as you experiment with new tools.

How to build this advantage:

• Hire for curiosity and creative problem solving.
• Set up training on decision agility and empathetic marketing.
• Cultivate psychological safety so team members speak up and act quickly under pressure.

Inning 3: AI execution that wins

At Wrike, we’ve experimented with AI across our marketing org — from lead scoring and campaign iteration to content personalization. My rule? Dedicate 10-15% of our team’s capacity specifically to AI testing and experimentation.

Some teams rush in; others sit back. Leaders must set clear expectations. Experiment boldly, but don’t leave behind your human checks and balances.

Here’s my playbook move: Be intentional about where you apply AI. Align tools to real business goals, and embed strong review processes to ensure quality isn’t sacrificed for speed.

How to set yourself up for success:

• Choose AI that integrates with your goals, not just “the latest thing.”
• Review GenAI outputs until you prove quality is on par.
• Audit for biases and off-brand errors; integrity matters more than ever.

Inning 4: Collaboration: The marketer’s secret weapon

AI can speed up tasks, but marketing greatness is still forged in collaboration. When we acquired Klaxoon and launched our integration, teams around the world used both platforms to brainstorm, align, and execute seamlessly — despite time zones and language barriers. Collaboration kept everyone on track.

Here’s my playbook move: Invest in a tech stack that makes collaboration effortless. Technology should serve your team, not the other way around.

Here are some winning strategies:

• Build a tech stack where visibility and alignment are automatic.
• Reward cross-functional wins.
• Create a culture where everyone — marketing, product, sales, ops — owns success.

Inning 5: The championship team model

What’s the winning formula? At Wrike, it’s a three-part framework:

• Instinct-driven leadership: Empower creativity and human judgment at every level.
• AI-enhanced speed: Use technology to move fast where it matters.
• Collaborative visibility: Keep everyone aligned and informed with shared dashboards and clear workflows.

Here’s my playbook move: Model the balance of trust, output, and clarity in your leadership. Your people are your greatest asset — empower them to scale what works.

Inning 6: Closing rally: Game changing starts now

Here’s the truth: strategy will always matter more than raw speed. Human instinct is your X factor, your advantage that can’t be automated.

Don’t just collect AI tools — activate them to lift your team’s strengths and free up time for work that moves the needle. Empathy, judgment, and creativity can’t be replaced; the marketers who thrive this year are those who combine these assets with technology and teamwork.

You’ve got what it takes. 2025 can be your best season yet — if you blend instinct, innovation, and execution.

Ready to win bigger, faster, and bolder with your marketing team? Amplify your impact today with Wrike + AI.