How AI is reshaping marketing departments in 2025
We're seeing a big change in eCommerce teams as we speak with marketing leaders across the UK and Europe. Gone are the days of large marketing departments filled with generalists. Instead, a new, more agile model is emerging. One that's leaner, more specialised, and arguably more effective.
A model where AI becomes part of the team structure.
No more traditional marketing teams
Incorporating AI in marketing teams isn’t just about cost-cutting. It's about building teams that can deliver in an AI-enhanced world.
The traditional approach of having multiple team members who each know "a bit about a few things" is becoming less relevant as AI tools become more sophisticated at handling routine tasks.
The two-pillar approach
The most successful model we're seeing has two key components:
Senior generalists - experienced professionals who deeply understand business mechanics, customer behaviour, and strategic planning. These individuals excel at connecting dots across different areas of the business and making informed decisions about where to focus resources.
Specialist consultants - experts with deep, specific knowledge in areas like email marketing, SMS strategy, or customer journey optimisation. These professionals often work with multiple brands, bringing fresh perspectives and best practices from across the industry.
AI as a team member
AI isn't replacing jobs as much as it's reshaping them.
The winning teams leverage AI for routine tasks, data analysis, initial content drafts, and basic customer interactions. Human expertise can instead be focused on everything that requires nuance, creativity, and strategic insight.
Find those in your team who are naturally curious, and let them explore how to implement it correctly for your teams.
Building a culture of AI-Human collaboration
The most successful marketing teams in 2025 will foster a culture where AI is viewed as an enabler rather than a threat:
Reward AI innovation - Recognise team members who find creative ways to leverage AI tools to solve problems or create new opportunities.
Encourage experimentation - Set aside protected time for teams to test new AI approaches without immediate pressure for ROI.
Prioritise human differentiation - Help your team focus on developing skills that AI can't easily replicate: strategic thinking, emotional intelligence, ethical judgment, and creative vision.
Practice transparent communication - Be open about how AI is changing roles and create pathways for team members to evolve alongside technology instead of being replaced by it.
Advantages of the new team model
The future of eCommerce teams isn't about having fewer capabilities. No eCommerce It's instead about being more strategic with how you access and deploy expertise.