Thanks to the latest developments in Generative AI, by the end of the year marketers could find themselves in a position where their campaigns, blogs and even emails can virtually write themselves. The consensus too is that this marks an initial step in the journey to a much wider industry shift towards AI-based functionality. But what exactly does this mean for the future of key marketing? Here, Alistair Dent, Chief Strategy Officer at Profusion explores this evolving development and some of the key pros and cons to consider.