AI in Marketing: Why Humans Remain Decisive

Verena Riedlmaier, an alumna of FH Kufstein Tirol and a lecturer in Automotive Marketing at FH Kufstein Tirol, discusses current trends in the industry. As a digital marketing expert at CUPRA Austria, she combines academic expertise with valuable practical experience. The focus is on artificial intelligence, new requirements for marketers and the central question of why human creativity remains indispensable despite technological advances.

The future of marketing between humans and machines

Ms Riedlmaier teaches marketing and communication at FH Kufstein Tirol. Her passion for the field began at age 17 during commercial high school. After an initial position in finance and subsequent studies in Marketing & Communication, she found her professional home in marketing. She is particularly fascinated by “how strongly communication influences a company’s perception — both internally and externally.”

In recent years the marketing world has changed significantly. Artificial intelligence simplifies many creative processes such as idea generation and content creation. At the same time, the lecturer also sees risks: “Many companies increasingly rely on automation to make processes more efficient. However, there is a danger of neglecting creative and strategic competencies.” Nevertheless, AI has become an indispensable part of modern marketing strategies — for example in customer relationship management (CRM), where AI‑based systems already handle direct customer contact today.

Social media, influencers and new competencies

According to Riedlmaier, social media is long-established as a fixed component of the marketing mix. Vertical video formats and adapting to new platform trends in particular shape the work of many companies. She also believes influencer marketing will remain relevant in the long term: “It is a digitalised form of the opinion‑leader theory,” she explains. The collaboration with influencers is clearly different from working with content creators, who often operate more independently.

For the future Riedlmaier sees technological and analytical skills as decisive. Future marketers must understand how to formulate AI prompts, manage automation processes and at the same time apply solid marketing knowledge. “Technological assistance can simplify many processes — but what remains decisive is the understanding of how to reach people authentically with brands.”

Practical relevance and motivation in studies

Riedlmaier rates the degree programme at FH Kufstein Tirol as an excellent preparation for the professional world. Project work, guest lectures and excursions are particularly practice‑oriented. She advises students to gain as much practical experience as possible: “You should try out what really suits you and develop joy in your work.”

Looking ahead, Riedlmaier sees the greatest changes coming from new technologies such as AI, the metaverse and virtual realities. For her it remains clear: successful marketing emerges where technological innovation meets human understanding, creativity and strategic thinking. Her advice to students: “Find the balance between fun and seriousness — and stay open to new developments.”

Links:

• Marketing & Communication Management | ft