Why Human Oversight Still Matters in AI Marketing

Over the past twelve months, Australia’s marketing sector has undergone a seismic shift, driven by the rapid integration of artificial intelligence (AI), evolving content strategies, and changes in talent management. The pace of transformation has left many describing the current environment as the “Wild West” of marketing. AI is now influencing everything from content creation and search engine optimisation to campaign design and customer engagement.

As businesses grapple with the capabilities and limitations of AI, many have begun to reconfigure their marketing functions. A common response has been to outsource work to offshore teams, particularly in countries where labour costs are lower. This trend reflects a growing desire for cost efficiency but also introduces challenges around quality control and team management.

Simultaneously, the conversation around marketing jobs has shifted. With AI now capable of producing blogs, social posts, and other assets, the role of the marketer is changing. Rather than being displaced, skilled marketing professionals are becoming more critical than ever—particularly those who can integrate AI into strategic functions while maintaining brand consistency and quality.

The market’s evolution has also highlighted the continued importance of human oversight. Amid the surge in AI-generated content, maintaining authenticity, relevance, and editorial standards is now a key differentiator. Businesses that navigate this transition well stand to benefit from enhanced productivity without compromising on engagement or brand voice.

“We’re in the Wild West right now.”

In a recent conversation, people2people Temporary Specialist Recruitment Team Leader Aiden Boast spoke with Nicole Clarke, Co-Founder at Shazamme, to unpack how AI and offshore labour are reshaping marketing strategies and structures.

Clarke’s observations are drawn from a global client base: “We’ve got over eight hundred clients now across the world,” she noted. Many are rethinking how marketing work is delivered. “We’re seeing a lot of things around people trying to offshore… reaching out to countries that potentially have better value labour,” Clarke explained, highlighting a rising reliance on international remote teams.

This model brings both opportunity and risk. “There’s the management of those people and also making sure that the quality of the content you’re pushing out is quality,” she said. Without strong oversight, brands risk flooding their channels with ineffective or inconsistent messaging.

AI is both a disruptor and an enabler. Clarke noted a decline in spending on outsourced content creation, stating, “The days of paying a lot of money to write blogs… is starting to slow down.” Still, she cautioned, AI alone isn’t enough: “Someone still needs to manage that and make sure it’s all about the quality.” The sheer volume of AI-driven content entering the market means there is more noise than ever, making human guidance and quality control essential.

Rather than fear job loss, Clarke urged marketing professionals to lean in: “You have to embrace it. The world is changing.” She believes those who understand AI tools and know how to train them around their business will remain highly valuable. “The people who do understand it will be the ones that stay in their jobs.”

Her recommendation is clear: invest time in understanding how AI can support marketing operations, from automation to analytics to content generation. “There’s lots of ways to do that by getting the AI to actually understand your business before you ask it to pump content out,” she said, underscoring the need for upfront input to ensure high-quality output.

Clarke also emphasised that AI is not just a tool for content—it’s transforming how search functions, how platforms interact with users, and how campaigns are measured and optimised. “The way we search is changing. The way we create everything… is changing,” she said. Staying relevant in marketing today means keeping pace with these shifts, rather than resisting them.

Practical Takeaways for Marketing Professionals in Australia

• Embrace AI as a tool, not a threat—upskill in AI-driven platforms to remain valuable in a changing landscape.

• Use AI to support, not replace, strategic thinking and brand management functions.

• Offshore marketing tasks with caution, ensuring systems are in place for quality control and communication.

• Train AI tools to understand your business before deploying them for content creation.

• Recognise the rising volume of AI-generated content and prioritise authenticity, clarity, and editorial oversight to stand out.