AI is entering the work of agencies and companies much faster than it might seem. According to Martin, clients are already coming with outputs from ChatGPT, which changes the way communication and project assignments are handled.
According to him, artificial intelligence streamlines processes, supports creativity, and brings new opportunities, but its full potential is only fully realized in collaboration with humans. In the interview, he also touches upon the question of how AI is becoming part of campaigns, what risks it brings, and why it’s important to step out of one’s comfort zone.
Marketing hasn’t changed. The whole world has changed.
According to Martin, the advent of artificial intelligence has affected not only marketing but the entire business world and the way customers solve their problems. At the agency, they now meet clients who are already coming with outputs from ChatGPT. AI helps streamline processes, supports creativity, and improves outputs.
Martin reminds us that AI only became truly usable in the last six months. Before that, tools were often unreliable and couldn’t point in the right direction.
AI has moved from campaigns into real life
What was once an experiment or a tool is now used in campaigns and the agency’s internal processes. According to Martin, the way information is searched for is also fundamentally changing – it’s no longer just about SEO, but also about how brands appear in chatbot outputs.
According to him, the coming years will primarily be about learning and the ability to capture new trends at the right time.
“The challenge will be to learn how to implement these new trends and capture them at the right time,” says Martin.
Will AI replace people?
Martin is convinced that AI will not replace people. According to him, it is only usable in collaboration with humans and serves to support efficiency and skill development. He likens it to major technological breakthroughs in the past – computers or the industrial revolution – and considers AI to be another step forward.
“AI doesn’t take our jobs. It helps us do them better,” he emphasizes.
Where is the limit? Disadvantages of working with AI
Although AI has many advantages, according to Martin, people might over-rely on chatbots or become lazy. Final decisions must always be made by humans. Similarly, the question of content trustworthiness is growing – videos and texts created by AI are so believable that it’s unclear whether they were created by a human or a machine.
“It will be about how to be credible and authentic. That will be what sets us apart.” – Martin Moncoľ.
The Biggest Challenge? Comfort Zone
Marketing is changing rapidly, and new tools are often uncomfortable at first. Martin points out that it is crucial to consciously step out of one’s comfort zone and learn to use new tools so that companies can discover where they truly make sense for them.
“Companies must force themselves to learn to use new tools. Only then will they discover where they make sense for them,” says.
At Press Play Media Makers, they pursue a clear goal – to introduce approximately thirty new innovations each year. According to Martin, this can involve not only technologies but also changes to internal processes, new services, or improvements to existing ones. It is important for innovations to enter real life and move the company forward.
“Rather small steps, small goals that gradually move the company forward,” he explains.
TEXT: Natália Stašíková
PHOTO: Press Play Media Makers
