Is AI a bigger change than the internet? No.
Bigger than social? Also no. Not yet.
But is it reshaping how modern marketers think and operate? 1000% yes!
The marketing industry has seen change before, it's consistently been evolving. Data, measurement, cost-effective and agile content production, creator economy, we've seen it all.
Video is still king. Social platforms haven't dramatically changed. Consumers still care most for authenticity and trust. Storytelling fundamentals and human emotions are still the same.
So what’s changed?
It’s not the what, it’s the how.
With AI, content production is being rethought (text creation has led the way, image and video is catching up). Distribution is becoming hyper-personalized. Measurement is more dynamic. And Search will never be the same again.
AI is the biggest shift happening right now, and it's happening FAST - across how you market, and who does it for you. You absolutely can not afford to move slow on it. So what might be broken in your marketing org, aka needs your attention?
The Traditional Marketing Org Was Not Built for 2025
The classic marketing org and martech stack - with siloed teams, fixed roles, and long hiring or purchase cycles - was designed for a different time. Back when campaigns were planned yearly, media was more predictable, and skills and martech stacks evolved gradually.
Fast forward to 2025, and that model is cracking. The shelf life of a marketing brief is two weeks. Growth strategies shift quarterly. Martech stacks evolve faster than 'who cares for' certifications can keep up. Meanwhile, audiences demand more, attention spans are shorter, and competitors compete more!
Marketing Needs Are Now Highly Modular
Today’s launch might need a UGC video creator, a HubSpot automation expert, a performance marketer, and a motion designer. None of them are likely in-house.
The old playbook? Hire a network agency, or pile it on a generalist.
The new playbook? Hire or assemble a nimble, custom micro-team of specialists who genuinely know what they're talking about and can move fast.
AI Is Quietly Rewriting Marketer Discovery
While most AI chatter in marketing has been about content creation, the more meaningful shift is in discovery — finding the right products and people faster, more intelligently.
That’s what we’re solving at SuperStuff.ai, the people discovery part. We are using AI to identify the right talent for the job, from millions, based on proof, not pedigree.
Our system looks at what someone has actually done - their tools, the results they’ve delivered, and the context they’ve worked in - and then matches them to what a brand actually needs. No outdated job titles, no guesswork. The big point to assess is: have they solved the exact same problem before, better than you have?
Why AI-assessed Proof-of-Work and Video Intros Win over Resumes
Resumes are weak signals in text. Ew. Today’s marketers are creators, analysts, community builders, brand thinkers - all rolled into one. They can not be captured in limited text bullet points.
At SuperStuff.ai, we surface rich signals through structured proof-of-work portfolios, video intros, and AI + human matchmaking. This approach has helped companies reduce hiring cycles by weeks, improve match quality, and reduce bias.
Example:
A VC-backed D2C brand was looking for a creator-led growth strategist with a proven track record in reels and performance. Instead of sifting through generic resumes, they found and hired someone within 48 hours who had already scaled two D2C (fashion and food) brands using content-driven performance plays - all assessed and visible through their Super.Page portfolio.
Why Founders and CMOs Are Rewriting Their Hiring Playbooks
Modern marketing leaders aren’t hiring for static roles. They’re hiring for outcomes.
Top talent today isn’t chasing job titles - they want flexibility, autonomy, and meaningful work. They’re building hybrid careers across startups, agencies, side projects, and passion work.
AI helps companies meet them where they are, with speed, context, and fit.
What’s Next for SuperStuff
We’ve built a strong foundation in India, with over 30,000 top marketers and agencies onboarded and assessed. But still early days, the India and global opportunity is massive. We're next going after:
- Powering top startups building local and distributed teams.
- Enterprise and Growth-stage companies scaling content, brand, and performance ops
- Agencies needing specialist bandwidth for international clients
The Quiet Revolution Is Underway
AI isn’t just changing how marketing gets done. It’s changing who does it - and how you find them.
The future marketing org won’t be siloed. It’ll be fluid, AI-curated, and outcome-led. Powered by people who are the right role and culture fit, and can deliver from day one.
And we’re building the platform to make that super stuff happen.
Disclaimer: Opinions expressed are the author’s own and do not reflect the views of this publication. The publication is not liable for the accuracy or completeness of the content.