What Does AI Mean for the Future of Business Marketing? Important Lessons from a Parliamentary Debate

On 7^th July 2026, I was pleased to be invited by the Chartered Institute of Marketing (CIM) to attend a debate hosted as part of The Debating Group, a Parliamentary forum for media and marketing discussions.

The event took place at Portcullis House, and explored a question that many businesses are currently considering:

“By 2030, advances in AI will render half today’s marketing workforce unnecessary…”

While the debate focused on the future of the marketing profession, the discussion raised important questions for all businesses; including how companies should approach artificial intelligence, customer relationships and the future of marketing online.

At SiteWizard, we work with businesses across industries including cleaning, recruitment, construction and many more. All our clients are focused on practical challenges: attracting new customers, standing out online and generating enquiries. As AI becomes more widely used, understanding how to use it effectively will become increasingly important for businesses of all sizes.

AI is Changing How Customers Find and Choose Businesses

One of the key points discussed during the debate was that the customer journey is no longer as straightforward as it once was.

A potential customer would become aware of a business, research their options through search engines like Google or Bing, browse directories or recommendations, compare different providers and eventually make a decision.

Today, that journey is much less predictable, messier even.

Customers may discover a company through search engines, social media, online reviews, recommendations, videos, AI engines like ChatGPT or conversations with others. They can compare services, ask questions and shortlist options faster than ever before.

For businesses, this means simply being visible is no longer enough. As more companies use AI to create content, there is a risk that everything starts to sound the same or feel impersonal. The businesses that stand out will be those that add their own experience, personality and expertise, creating content that reads authentically and is genuinely useful to their customers.

Using AI Effectively Still Requires Human Expertise

A key message from the discussion was that AI is changing how marketing is done, but it does not remove the need for people who understand businesses, the standards they’re expected to adhere to and what consumers are looking for.

AI can help with tasks such as analysing information, speeding up research and supporting content creation. However, it does not have the experience or judgement needed to understand the full picture. It cannot understand why customers make certain decisions or consider the wider impact a message could have on a company’s reputation. It certainly cannot be held accountable when something goes wrong. Most AI tools include disclaimers that their outputs may not always be accurate, which is why businesses should use AI as a support tool rather than accepting everything it produces as gospel.

The debate also touched on how some businesses are investing heavily in AI technology, in some cases using it to replace people who previously carried out specific tasks. While this may create short-term efficiencies, businesses risk missing out on the experience, creativity and deeper understanding that people bring. There’s no doubt that AI has made certain tasks quicker to do, but it cannot replace the insights gained from years of working with customers, understanding an industry or knowing what will genuinely resonate with an audience. The greatest value comes from using AI to support human expertise, rather than replacing it entirely.

Authenticity Matters Now More Than Ever

One of the biggest themes from the discussion was the growing importance of trust. As AI makes it easier for businesses to produce content at scale, people are becoming better at recognising when something feels generic, impersonal or lacks real expertise. You may have seen the term “AI slop” being used more frequently. This refers to content that feels mass-produced and lacks the genuine insight, experience and personality that people value from businesses.

The businesses that stand out will be those that show the people behind the brand, sharing their knowledge, experience and personality rather than simply creating content for the sake of being visible. After all, people buy from people, and that’s something that won’t change, no matter how advanced AI becomes.

For example, a construction company does not just need more content online; it needs to show that it understands clients’ concerns about meeting legal safety requirements, answers their questions and gives them confidence that they are choosing the right company for the job. Likewise, a recruitment business should show that it understands the challenges faced by both employers and candidates, and how it can help bring the right people together.

Businesses that simply use AI to produce content without adding their own knowledge and personality risk blending into the background. This can lead to content that sounds polished but feels empty, using the same phrases as their competitors, and making vague claims. The strongest content combines the efficiency of AI with human insight, industry expertise and a genuine understanding of what customers need today.

How SiteWizard Is Using AI to Support Clients

At SiteWizard, we see AI as an opportunity to improve the way we work, not replace the skills, experience and creativity within our team. It helps us speed up research, explore ideas and work more efficiently, but it is our understanding of businesses, industries and consumers that guides the final outcome. We use AI as a support tool, not something that takes over the decision-making process that our clients are heavily involved in.

We also know that our clients are the experts when it comes to their own businesses. By combining their industry knowledge with our marketing experience and the capabilities of AI, together we can create work that is accurate, relevant and genuinely useful for the people they want to reach.

As AI continues to change the way people search for information and discover businesses, my colleagues and I are continually learning and adapting. We stay up to date with developments, listen to industry insights and build our knowledge so we can help our clients navigate this changing landscape and make the most of new opportunities.