What L&D can learn from the demise of traditional marketing

by Laurel Martello MLPI, Content & Social Media Lead at the LPI

If you’ve ever been targeted by an ad and thought, "This isn’t going to make me buy anything," you’re in good company. As we know it, marketing is evolving — and it’s taking learning and L&D along with it.

Carlos Gil’s book, End of Marketing, captures a crucial shift: traditional marketing is no longer effective. Gil argues that marketing isn't about flashy ads but engagement, relationships, and building ambassadors who genuinely align with a brand’s purpose. For L&D professionals, this shift offers important lessons on how to engage learners in a new way, especially as AI reshapes both marketing and learning strategies.

So, how can AI elevate learner engagement and help L&D teams connect meaningfully with their audiences? In marketing, it’s not enough to push out content; the focus has to be on interaction, relevance, and authenticity.

The Death of One-Off Learning: Lessons from Marketing

Gil’s argument is simple: “When have you ever made a purchase from a single ad?” The same logic applies to learning. Learners, like consumers, are increasingly disengaged by traditional one-off learning interventions — those single training sessions or modules that don’t connect with their real needs or goals. Just as in marketing, engagement in learning requires a strategic, multi-touch approach.

Training programs need to create touchpoints throughout the learner’s journey, not just during formal training sessions. It’s the moments of interaction — check-ins, feedback, peer conversations — that sustain engagement and build momentum.

Marketing shows us that repetition builds trust. L&D teams can’t rely on “lightning in a bottle,” hoping a single, memorable moment will create a lasting impact. Instead, it’s about sustained engagement over time — driving real growth and meaningful behaviour change.

The "Lightning in a Bottle" theory reminds us that relying on rare, one-off successes is not a scalable strategy. AI tools can play a vital role here, offering personalised recommendations, nudging learners at key moments, and making learning an active part of their workflow for long-term success.

AI as a Tool for Engagement, Not a Replacement

AI promises to automate learning delivery, personalise content, and provide real-time insights. However, much like marketing, AI’s success in L&D hinges on how well we use it to enhance human connection, rather than replace it.

Learners, like customers, don’t want to feel like they’re being sold something — they want real, meaningful engagement. Sure, an AI chatbot can answer a question in seconds, but it can’t match the warmth of human feedback or the motivation that comes from a mentor’s encouragement. The human touch is still key in learning, just as it is in earning someone’s trust.

AI adds value by handling repetitive tasks — managing admin, curating personalised content, and tracking progress — freeing L&D professionals to focus on meaningful engagement. As Gil points out, "You don't need influencers; you need ambassadors." The same applies to learning: while AI takes care of the routine, it’s the trainers, managers, and peers who create authentic connections that build trust and drive motivation.

Building Engagement by Knowing Your Audience

Gil emphasises that “behind every click and like is a person.” Understanding your audience — whether learners or consumers — is key to building long-term engagement. Just as marketing strategies rely on knowing customer preferences, L&D teams need to understand the motivations, challenges, and aspirations of their learners.

AI-driven insights offer a way to gather this information at scale. Learning analytics can identify trends and reveal gaps in engagement, helping L&D teams tailor content to meet learner needs. However, analytics are just the starting point. What follows has to be human-led: empathetic communication, adaptive content, and timely interventions that resonate with learners on a personal level.

AI can tell us what learners are doing, but only L&D professionals can interpret why they’re doing it and respond with the right support. This is the difference between content delivery and genuine engagement.

Brand Building in L&D: Lessons from Marketing Campaigns

Successful brands build communities, not customers. Similarly, successful L&D programs build communities of engaged learners. Marketing shows us that communities thrive when people feel connected to a purpose and see themselves reflected in the brand.

In learning, this means creating environments where the organisation’s goals align with learners’ personal development — it can’t work the other way around. AI tools like recommendation engines and discussion forums connect learners with relevant content and colleagues, building engaged and supportive communities that prioritise individual growth within broader objectives.

Bring learning to where your learners already are. In L&D, this means integrating it directly into the tools they use daily, like collaboration platforms, email, and chat apps. AI-powered platforms make learning part of the workflow, turning it into an ongoing experience rather than a one-off event.

Crafting Ambassadors, Not Just Learners

Companies don’t need influencers; they need ambassadors. Ambassadors are people who genuinely live the organisation's values and naturally advocate for them.

For L&D, this means designing programs that go beyond teaching skills to build a sense of purpose and connection. Learners aligned with the organisation’s mission are more likely to share knowledge, support colleagues, and champion learning initiatives. These learning ambassadors help drive engagement and extend the impact of L&D across the company.

AI can spot the people who are already making things happen — engaged learners who lead by example and share knowledge naturally. These are the ones who should be nurtured into ambassador roles, its our job to give them the tools and recognition to spread a real culture of learning.

Instead of trying to push engagement across the board, focus on the ones who are already driving it. Let them lead the charge, influence their teams, and make learning contagious. AI isn’t just a tool — it’s a way to stop wasting time and start amplifying what’s already working.

Balancing AI and the Human Touch in L&D

Authenticity is everything. AI might make marketing and learning more personalised and efficient, but it’s worthless if it sacrifices genuine human connection. Success comes from using technology to enhance interactions, not replace them.

In L&D, that means letting AI handle the repetitive stuff — automating tasks and scaling processes — so professionals can focus on what really matters: building relationships, creating impactful learning experiences, and connecting people in real ways.

The future of learning is less about how fast and more about how meaningful it is.

Final Thoughts: A New Era of Engagement in L&D

The new marketing isn’t about blasting out promotions — it’s about building real connections. The same applies to learning. AI gives us great tools to enhance L&D, but it’s only part of the story. Real engagement comes from combining technology with human understanding, strategy with creativity, and efficiency with authenticity.

At the LPI, we’re leading the way in exploring how AI can shape the future of L&D. But as we adopt these tools, we can’t lose sight of the basics: learning, like marketing, is about people. People want to feel connected, understood, and valued. That’s what drives engagement—pure and simple.

Are you ready to be part of the L&D revolution? The LPI is leading the charge in shaping the future of our profession. Join us and gain access to revolutionary resources, insights, and a community that is pushing the boundaries of what's possible in Learning and Development.

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