Campagnes Ce que l’IA signifie vraiment pour le marketing de performance Mohamed Hamad Campagnes 5 mins read août 11, 2025 WunderLand Campagnes Ce que l’IA signifie vraiment pour le marketing de performance Table of Contents From manual control to machine-informed strategy Behavioural targeting beats audience profiling Creative strategy still matters (maybe more than ever) Human accountability doesn’t go away What to prioritize now AI doesn’t eliminate the need for performance marketers. It just changes what they’re good at. How paid media teams are evolving and what it takes to stay effective AI is not coming for performance marketing. It’s already here. Most marketers have been working with machine learning for years, whether they realized it or not. Google Ads, Meta’s delivery algorithms, dynamic creative testing, predictive bidding, these tools have been shaping media outcomes for the better part of a decade. What has changed is scale, visibility, and expectation. What was once a silent feature embedded in the platform is now a defining force in campaign performance. As AI becomes more central to how media is bought, optimized, and reported on, performance marketers need to shift more than just their tools. They need to shift their thinking. From manual control to machine-informed strategy For years, high-performing marketers made their name by mastering details: slicing audiences into microsegments, adjusting bids manually, A/B testing creative with precision. These were skills born of a time when human decision-making was the engine of media performance. Today, AI handles most of that. Platforms can build and test dozens of creative combinations automatically. They can optimize for conversions across campaigns without requiring a single bid adjustment. They can shift spend mid-flight based on real-time performance signals. The role of the marketer is no longer to control every lever. It’s to shape the system. That means: Structuring campaigns in a way that gives the algorithm the best chance to learn Feeding the machine with clean, consistent, and strategically aligned data Thinking in terms of feedback loops, not one-time launches The best marketers now focus less on what they’re executing and more on how the system interprets their inputs. Behavioural targeting beats audience profiling One of the most significant shifts AI has brought is the move away from demographic targeting and toward behavioural prediction. Where marketers used to define audiences by age, income, location, or job title, AI now builds live profiles based on what people do. What content they engage with. How they navigate a website. What patterns they follow before converting. This change reframes targeting strategy. Instead of asking, “Who do we think this product is for?” marketers now ask, “What behaviours signal readiness to act?” It also changes how we think about segmentation. The focus moves from creating static personas to enabling dynamic learning. Audiences are not fixed lists, they are fluid systems that evolve with every click, view, or scroll. Creative strategy still matters (maybe more than ever) There’s a misconception that AI can optimize everything, including message and tone. But creative still drives performance. AI can test variations, but it can’t define your value proposition, set your brand voice, or align your campaign with customer pain points. That’s why high-performing teams still invest heavily in strategy, positioning, and ideation. The difference is that now, those ideas must be expressed in a modular way. Instead of producing one perfect ad, teams build flexible systems of assets: copy lines, images, headlines, offers. These components can be mixed, matched, and tested at scale. The result is faster learning, more responsive campaigns, and a more efficient path to creative-market fit. Human accountability doesn’t go away AI is a tool, not a scapegoat. If a campaign underperforms, it’s still on the marketing team to figure out why. That includes analyzing platform decisions, diagnosing data mismatches, rethinking the funnel, or reframing the offer. Strategic oversight is more important than ever. With so much of the execution now automated, the real work of performance marketing has shifted to planning, interpretation, and optimization. This also means the way we hire, train, and evaluate performance marketers needs to change. We need fewer micromanagers and more systems thinkers. People who can set conditions, guide learning, and identify where automation needs human reinforcement. What to prioritize now If you’re leading a performance marketing team, here’s where to focus: Data discipline. Your CRM, pixel events, and conversion tracking must be clean, consistent, and tightly aligned with your actual business goals. Creative flexibility. Build campaigns that can generate multiple versions of your message, not just one. Full-funnel context. Don’t just optimize the ad. Understand what happens after the click and where friction is introduced. Team upskilling. Shift your internal culture from platform tinkering to strategic orchestration. Platform trust (with guardrails). Use AI’s strengths, but don’t abandon oversight. Set performance thresholds, test boundaries, and audit results regularly. AI doesn’t eliminate the need for performance marketers. It just changes what they’re good at. This is not a story about replacement. It’s a story about evolution. The marketers who thrive in this new environment are the ones who know what to hand over to automation and what to keep human. They treat platforms as partners, not puzzles. They build campaigns that learn. And they stay close to the business goals that matter, even when the execution happens behind the scenes. AI in performance marketing is not the end of creativity, or strategy, or craft. It’s a call to elevate all three. Share This Article Facebook Twitter LinkedIn Pinterest Email