AI: It’s now or never for marketers

January was a landmark month for AI, with major developments that could redefine how businesses interact with and leverage artificial intelligence.

If you’re leading your company's marketing strategy, these advancements aren’t just interesting tech updates—they represent shifts that will impact marketing, branding, and customer engagement strategies.  

The key takeaway? You need to be using AI now.  

Let’s dive into the two biggest stories of Jan: OpenAI’s Stargate Project and the rise of DeepSeek, and what they mean for marketing leaders.  

Stargate: A New Era for AI Infrastructure 

Announced as a long-term initiative, Stargate is a next-generation supercomputing facility set to be built in collaboration with major cloud providers. The goal? To support the training of ever-more-powerful AI models that will push the boundaries of generative AI and machine learning. 

Why It Matters for You? 

1. Scaling AI-powered branding – With more compute power comes more sophisticated AI models. Expect smarter AI-driven content creation tools that can generate highly personalised, human-like marketing material at scale.  
2. Competitive differentiation – Whoever leverages the most advanced AI models will gain a serious edge in customer insights, campaign automation, and real-time audience engagement.  

There is a serious leg-up awaiting those willing to experiment with whatever the next best AI tool is. Keep your eyes peeled. And be warned, if you’re not using any AI at this stage, you are behind.

DeepSeek: China has Entered the Chat 

DeepSeek, a China-based AI model developed by a team of researchers, has been making headlines as a new contender in the generative AI space. Its capabilities are being compared to OpenAI’s best models, with some suggesting it could be China’s answer to ChatGPT. In short, in a matter of days, the AI race has swung wide open with a new, cheaper, and more efficient model knocking on Sam Altman’s door.  

What It Means for Your Brand Strategy  

1. More global competition in AI tools – As Chinese AI models advance, expect more diverse and cost-competitive AI-driven marketing platforms. Good news for anyone whose martech is getting a bit costly.     
2. Localisation & adaptation – DeepSeek’s rise highlights the need for brands to think beyond Western-centric AI models and explore tools that can better cater to global markets.  
3. Regulatory implications – The increasing competition between US and China in AI development may lead to more fragmented AI ecosystems. This could affect how businesses integrate AI into their martech stacks, depending on data regulations and compliance issues. 

The key takeaway, start experimenting with AI tools that have been built outside of Silicon Valley. But do so with an element of caution.  

So, What Now?  

It’s too early to predict the long-term impact of these developments, but one thing is clear: the AI landscape is changing rapidly, and it’s not without complexities.  

The rise of global competition, like DeepSeek, could lead to more accessible and cost-effective tools, offering marketers fresh opportunities to innovate. However, it might also bring tighter regulations, heightened scrutiny, or even mandatory watermarks that could alter how brands leverage AI. These shifts will take time to unfold, but what businesses can’t afford is a “wait-and-see” approach when it comes to adopting the latest AI innovations.  

The tools emerging today have the potential to transform how brands engage with audiences, create content, and differentiate themselves. Hesitating now is a surefire way to fall behind. Embracing the latest AI, with a hint of caution, experimenting with its capabilities, and staying ahead of the curve isn’t just a strategic choice—it’s a necessity.