Is the AI bubble about to burst?

Over the past few months, there’s been plenty of talk about whether we’re living through an artificial intelligence (AI) bubble that might be on the verge of bursting.

As a freelance digital marketer, I’m seeing a growing interest from clients in generative AI, GEO (Generative Engine Optimization), and other AI-powered tools. But how real is this so-called bubble, and how much will it actually impact our professional day-to-day?

In this post, I’ll break down AI’s influence on marketing, the risks and opportunities it brings, and how I’m experiencing it firsthand through my current (and potential) AI-related projects.

The AI Bubble: Myth or Reality?

Industry leaders and analysts agree that AI has sparked massive interest, but many also warn that expectations might be running ahead of reality:

• Sam Altman, CEO of OpenAI, has acknowledged that AI may be in a speculative bubble due to overvalued startups.

• Financial analysts, including the Bank of England, warn of potential market corrections if expectations aren’t met.

• Adoption studies show that corporate AI usage is growing, but many companies still lack solid business models, increasing overall uncertainty.

  
  

In short: the excitement around AI is real—but the market may face an adjustment phase in the coming years.

What Does This Mean for Digital Marketing?

AI is already reshaping how digital marketing teams work:

• Automation of repetitive tasks: content generation, data analysis, and report summaries.

• Advanced personalization: campaigns that adapt in real-time to each user’s behavior.

• Multimodal content: generative AI producing text, images, and video tailored to different channels.

• Generative Engine Optimization (GEO): optimizing content to appear in AI search engines like ChatGPT, Microsoft Copilot, or Perplexity AI.

  
  

If the bubble partially deflates, some experimental budgets could shrink—but digital transformation will continue, especially for projects that deliver real value and measurable results.

Risks and Opportunities

From my perspective as a freelance digital marketer, this is what I’m seeing every day:

Risks

• Potential cuts to experimental AI projects if market expectations fall short.

• Oversupply of generic AI services that don’t deliver meaningful value.

  
  

Opportunities

• Freelancers skilled in GEO, generative AI, and digital strategy will gain a competitive edge.

• Rising demand for strategic and AI consulting services: project evaluation, workflow integration, and ethical oversight.

• AI will free up time previously spent on mechanical tasks, allowing more focus on creativity, strategy, and measurable outcomes.

  
  

What Will Change in Our Daily Work?

Even if the bubble doesn’t fully burst, we can expect:

• More clients looking for freelancers specialized in AI and GEO.

• AI tools speeding up content creation and data analysis—but not replacing human creativity.

• Continuous learning becoming essential: mastering ChatGPT, Claude, generative video tools, and GEO metrics will be a must.

  
  

Conclusion

AI is undeniably one of the most influential forces in digital marketing today. The possibility of a “bubble burst” is real, but rather than a threat, it represents an opportunity for those who deliver genuine value beyond the hype—combining human skills with technology and staying adaptable through ongoing learning.

As freelancers, the goal isn’t to fear the market, but to prepare for the AI wave and offer strategic, useful, and profitable solutions to our clients.

🔗 If you want to learn how to integrate GEO and AI tools into your digital marketing strategy, get in touch—I’ll guide you step by step.