At Kapital Event’s AI Masterclass, I had the opportunity to share my thoughts on how AI is reshaping marketing and analytics. One of the biggest misconceptions I keep hearing is that AI will replace marketing professionals – that it will automate everything and make specialists obsolete.

But I strongly disagree.

“It may seem that most AI tools in platforms exist to take over the work that marketing specialists used to do just a few years ago. However, in my view, the technology will not replace their jobs but will allow them to enhance their expertise with a deeper understanding.”

That’s exactly what I shared during my talk, and I recently repeated this point in a Digitalk.bg article on the future of AI in marketing (content in Bulgarian). Instead of fearing AI, marketing specialists should embrace it as a tool to expand their expertise and deliver even greater value to clients.

Below you can see my presentation, “AI-Powered Analytics in GA4,” where I break down how Google embeds AI into its analytics platform – from consent mode and modelling to predictive audiences and AI-driven functionalities within Google Cloud Platform. GA4 isn’t just a reporting tool; it’s an AI-powered decision engine. Watch the video to see how you can leverage these features for smarter marketing!