Depends on how you define marketing and more important how marketing is linked / established within C-Level of a company (or a project) - is marketing relevant for strategic initiatives and are they valued as strategic partner / advisor or not?

Most of these top unicorns have marketing to create and execute content on the usual web2 platforms - most of that (consider 95%) can be done by AI. So as long strategic C-level thinking is behind "real marketing" we need humans to create, think and develop but most players just need writing shit - hence AI is better, faster, cheaper.

Agrree with comment by Hive account@edje

Marketing becomes a tech play instead of a marketing play. Tech is for sure not only AI, but most importantly, to understand and be able to help clients with what channels work for them, in what combinations and all that. This is all data mining and analysis.