Artificial Intelligence is reshaping the marketing industry, and professionals who manage to adopt and use these technologies effectively will gain a major competitive edge, says Andrei Chirilă, Marketing Director at Fashion Days. His perspective reflects the rapid pace of transformation in an environment influenced by economic uncertainty and increasingly demanding online consumers.
Andrei Chirilă explains in an interview for Forbes Romania that Fashion Days operates with a dual strategy: short-term flexibility and long-term consistency. “In the short term, we have learned to adapt quickly, whether it means adjusting media budgets or tailoring communication based on consumer interests,” he notes. Over the long run, the brand relies on a solid communication platform applied across all campaigns.
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The company is also expanding its efforts in audience segmentation and message personalization, as customer preferences become more diverse.
According to Andrei Chirilă, consumer behaviour has shifted considerably. Shoppers compare prices more actively, seek perceived value rather than the lowest price and expect a seamless experience. “The quality–price ratio is essential. Speed and flexibility in delivery, along with simple return policies, are decisive factors,” he adds.
Artificial Intelligence plays an increasingly important role in digital communication. Andrei highlights that most major platforms have already integrated advanced AI capabilities, which enhance both the efficiency and timing of marketing messages. Digital channels now account for more than half of the company’s media budget, although traditional media remain relevant. “Maintaining a strategic balance across all communication platforms is essential,” he stresses.
Looking ahead, Andrei Chirilă believes one skill will matter more than any other: “The ability to integrate artificial intelligence into your professional activity is the fundamental competence for marketing specialists in the coming years.” He argues that AI is already transforming industry tools and processes, and its influence will only intensify.
For those entering the field, his advice is direct: “Find a workplace where you can learn and experiment as much as possible.” Working with strong professionals and exploring new ideas, he says, accelerates growth and opens long-term opportunities.
Photo: Business Mark
