Why Marketers Shouldn’t Fear the Rise of AI Agents in Growth Marketing
We’re living in an incredible moment in history, where artificial intelligence (AI) is making big leaps and changing how we work—almost every day. Think about how quickly ChatGPT or other AI tools became part of our daily routines. This level of advancement used to take decades, but now it happens in months.
Just like past revolutions—steamships, printing presses, the radio, and, more recently, the internet—people initially worried these technologies would destroy jobs or disrupt entire industries. In reality, they created more jobs and made life better in many ways. According to Superagency: What Could Possibly Go Right? (by Reid Hoffman and Greg Beato), AI fits right into this cycle. While it might feel daunting, it doesn’t have to be a threat. In fact, it can be the complete opposite.
The Fear of AI in Growth Marketing
Growth marketing and user acquisition professionals often worry AI agents will replace them. It’s understandable—AI can automate tasks much faster than any human. But the idea from Superagency is this: AI is an intelligence that shouldn’t be seen as stealing our work; it should be seen as something we team up with.
For instance, growth marketers spend a lot of time:
- Pulling endless reports
- Analyzing numbers
- Logging into multiple paid UA channels to adjust bids, budgets, and targeting
- Constantly testing and refreshing creatives
These are repetitive tasks that can bog you down and limit your creative thinking. Imagine delegating all that detailed work to an AI assistant that can do it quickly, efficiently, and reliably—freeing you to brainstorm new strategies, explore untapped channels, and work on innovative campaigns. That’s AI’s power: amplifying human ability, not replacing it.
Building AI Assistants and Associates for Marketing
Right now, our team is developing AI “assistants” or “agents” that specialize in different parts of growth marketing:
- Analytics AI Agent
- Creates reports and dashboards on the fly
- Analyzes patterns to spot unusual dips or spikes in performance
- Suggests recommendations based on target KPIs
- User Acquisition (UA) AI Agent
- Lets you set goals and parameters (e.g., ROAS, CPI targets)
- Automatically shifts budgets, bids, and campaigns across all major paid channels—social, search, DSPs, or direct networks
- Optimizes continuously, so you don’t have to babysit every campaign
- ASO (App Store Optimization) AI Agent
- Researches competitor keywords and store assets
- Suggests new keywords and strategies to boost visibility on app stores
- Helps refine screenshots, icons, and descriptions by analyzing performance
- Creative Analytics AI Agent
- Checks which ads are underperforming or “churning”
- Recommends new creative concepts based on top performers
- Does market research by scanning competitor ads in intelligence tools
And that’s just the start. Further down the funnel, AI can optimize the user’s first-time experience, handle lifecycle marketing like push notifications or in-app messages, and catch churn risks before users drop off. With these AI-driven insights, growth teams can boost long-term value (LTV) and user engagement, all while saving countless hours of manual effort.
Embracing AI to Amplify Our Work
The takeaway from Superagency is that we should see AI as a collaborative force that amplifies our abilities. Yes, AI can handle tasks like data crunching or repetitive optimizations faster than any person—but that means we can spend more time thinking of big-picture strategies and creative solutions. By trusting AI assistants with the “heavy lifting,” we can focus on what humans do best: innovating.
Final Thoughts
Fearing AI might be a natural first reaction. But if we look at history, every major technological leap—from printing presses to the internet—opened new doors we never saw coming. AI will do the same. For growth marketers and user acquisition pros, AI shouldn’t be seen as a threat; it’s a powerful partner that helps us do more than we ever could alone.
With AI agents supporting our day-to-day, we can break through the limiting, repetitive tasks and unlock our full creative potential. This is how we make AI an ally—by letting it augment and amplify our human intelligence.
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