In this blog, marketers will learn how to balance AI’s efficiency with the creativity, empathy, and strategic thinking that keep customer relationships strong. They will discover how AI is reshaping retail marketing teams, enabling them to run campaigns with 27% fewer people while moving faster and delivering more cohesive results. Most importantly, they will see how the shift to agile, Positionless teams breaks down silos, empowers individuals to work seamlessly across data, creative, and execution, and drives smarter, faster decisions.
Key takeaways:
According to the AI and the Future of the Retail Marketerreport, 27% fewer people are now needed to run retail campaigns as AI automates and integrates critical tasks.
Human creativity leads the way: AI can guide the “what” and “when,” but marketers define the “how” that truly connects with customers.
Positionless teams thrive as marketers work seamlessly across data, creative, and execution without waiting for handoffs.
Agility has replaced the assembly line: workflows are faster, more collaborative, and continuously fueled by real-time insights.
Smaller teams deliver bigger impact through more transparent communication, faster decisions, and sharper strategic focus.
Upskilling and governance are non-negotiable: training and clear guidelines keep AI output on-brand, on-strategy, and ethically sound.
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From Then to Now: The New Reality of Retail Marketing Teams
Not long ago, retail campaign kickoffs brought together large groups of specialists: data analysts, copywriters, designers, product managers, and media planners. Each had a defined role in a carefully sequenced process, and team size was often a point of pride.
Today, that picture looks different. The AI and the Future of the Retail Marketer report by Optimove and Total Retail shows retail organizations now need 27% fewer people to create a campaign, largely thanks to AI. This shift is not just streamlining operations; it is redefining how campaigns are conceived, built, and delivered, and reshaping the structure of marketing teams.
AI is turning retail marketers into Positionless Marketers, professionals empowered to work across every stage of the campaign lifecycle. A creative specialist can analyze audience data with precision, a data analyst can write persuasive copy, and any team member can optimize campaigns in real time.
In essence, AI acts like an Iron Man suit, enhancing individual capabilities with Data Power, Creative Power, and Optimization Power. It does not replace human judgment or creativity. Instead, it enables professionals to move faster, think more strategically, and work without the constraints of traditional silos.
Breaking the Assembly Line
Campaigns once followed a strict sequence: data was gathered and analyzed, creative briefs passed to designers, assets produced, and finally deployed. Each stage depended on the previous one, and progress was often slowed by handoffs and scheduling.
AI has streamlined this model by automating much of the preparation and coordination. Teams can now work in parallel, test ideas quickly, and instantly adjust. The result is fewer people involved, more cohesive campaigns, and a unified audience view guiding the process from start to finish.
Rather than operating as separate units connected by deliverables, marketing teams now function as integrated hubs where data, creative, and execution inform each other continuously. This fluid process adapts quickly to market changes and delivers a consistent experience across channels.
With fewer people involved, communication is clearer, decisions are faster, and the original strategy is less likely to lose focus. Smaller, well-equipped teams often understand both the data and creative needs because they stay close to every stage of the process.
For example, the same person who identifies a promising audience segment can immediately shape the messaging, ensuring insight and execution are fully aligned. AI makes this possible at scale by handling complex, time-consuming tasks such as segmentation, predictive analysis, and performance optimization. This frees marketers to focus on strategy, experimentation, and refining the customer experience.
Helping Smaller, Smarter Teams Thrive
Smaller, more versatile teams can achieve exceptional results with the right structure and support. This involves:
Upskilling for range and depth: Training marketers to apply multiple combined skills. A creative lead who can interpret performance data can close the feedback loop between idea and outcome much faster.
Governance that guides: Clear brand guidelines, ethical AI use policies, and approval processes protect consistency while enabling speed.
Balanced workloads: Automation should reduce operational burden, allowing people to focus on high-impact, strategic work.
The Human Side of the Equation
While AI offers unprecedented capabilities, using them effectively requires judgment and intention. In the report, 54% of marketers cite finding the right balance between AI and human interaction as a top challenge. This is not about limiting AI but applying it in ways that strengthen the connection with customers.
Even when AI can manage campaigns end-to-end, marketers still define the tone, ensure the message reflects brand values, and adapt content to cultural or contextual nuances. AI can pinpoint the right timing or audience, but creating communication that truly resonates remains a human skill.
In Summary
AI is giving marketers the tools to work faster, think more strategically, and take ownership of the entire campaign lifecycle. Smaller, smarter teams can move with speed and precision, turning insights into action without the friction of traditional silos.
The real advantage comes when efficiency gains are reinvested in developing new skills, building stronger cross-functional connections, and focusing on what technology cannot replace: human creativity and empathy.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
