Editorial
The Gist
- Marketers meet code on their own terms. “Vibe coding” lets non-technical professionals build digital experiences through AI-driven prompts and low-code tools.
- Freedom with guardrails. It empowers marketers to move faster — but knowing when not to use it is just as important as when to dive in.
- A new creative-technical partnership. Developers aren’t disappearing — they’re evolving into collaborators, mentors and quality stewards in this new workflow.
Marketers have long been caught between their creative vision and their dependency on technical teams. A new paradigm, "vibe coding,": promises to bridge that gap finally. Leveraging natural language prompts and AI-assisted tools, it allows non-technical professionals to build software, altering the dynamic between marketing and IT.
Table of Contents
- What Is Vibe Coding and Why Does It Matter to Marketers?
- The Long Dependence Between Marketing and IT
- Enter Vibe Coding
- A Lesson From Calculators and Bridges
- Try Vibe Coding — and Learn By Doing
- In 2025, Where to Use Vibe (and Where Not to)
- The Future Is Waiting for Marketers and Developers
What Is Vibe Coding and Why Does It Matter to Marketers?
At its simplest, vibe coding uses AI-assisted creation tools like Replit, Lovable, Cloud Code, OpenAI Codex or Framer (to name a few) that allow non-technical people to build software, websites or customer experiences through natural prompts and low-code interfaces. The idea might sound obvious: using AI to make apps. But the real shift is cultural: for the first time, creativity and code are meeting halfway, and the result is a new kind of collaboration between marketers and technical teams.
The Long Dependence Between Marketing and IT
Since digital marketing became a thing, marketers have always leaned on IT more than they wanted to. Content Management Systems (CMSs) helped reduce that dependency, letting creators focus on content rather than configuration. But even after 20 years of evolution, marketers still depend on technical teams — just in different ways. Running a website or campaign is still clunky. A lot of creative energy gets lost just keeping the machinery running.
Throughout the three decades of digital marketing, the spine of digital marketing is the same: to build things that connect people to brands. Nonetheless, the ecosystem has grown a lot: more channels, more data, more regulation, more touchpoints. And, as complexity went up, so did the need for technical teams. For many marketers, that dependency remains a source of frustration.
Related Article: 6 Marketing Technology Trends to Watch in 2025
Enter Vibe Coding
That’s why the concept of vibe coding is exciting for the martech industry. It lets non-technical professionals create working prototypes, landing pages, and even simple apps through prompt design and code generation. A marketer can build the exact landing page they imagine without waiting for a developer’s bandwidth to free up.
The early results are promising, but misleading. People are building full apps in days, sometimes hours, but not without risks. It’s a glimpse of what marketing production will look like faster, more “marketing focused," and closer to the creative spark that started the idea.
But let’s be clear, vibe coding won’t replace developers. It will redefine their role. There is a heated debate in the software world about how AI will affect how we engineer and build software. But one thing is clear: it has already impacted software workflows. Another thing is also evident: developers are not going anywhere; we still will need them, but in a different way.
A Lesson From Calculators and Bridges
Think of it like the arrival of digital calculators. A century ago, engineers would spend half their lives crunching cumbersome numbers manually, a slide rule in one hand, coffee in the other. Digital calculators appeared, and suddenly, all those tedious calculations were completed in milliseconds without error. That didn’t mean we wouldn’t need engineers anymore; it meant engineers could focus on more important aspects of their craft, building better, more sophisticated bridges as a result.
AI-assisted creation is our calculator moment. It will enable anyone to “code” in the same way anyone can use a calculator. However, complex and sensitive systems still need experts (and always will) who understand scale, security and logic. Vibe coding doesn’t eliminate the need for technical expertise; it just broadens the entry line.
There's a key difference, though: calculators gave engineers a better tool for something they already mastered. Vibe coding offers marketers access to something they're still learning. That gap creates both opportunity and risk.
Related Article: AI in Marketing 2025: Smart Automation and Brave Brand Building
Try Vibe Coding — and Learn By Doing
Vibe Coding is the next wave. And as with all waves, it will create a lot of hype and unkept promises, but a considerable portion will stay. And as a new technology, there are no best practices, no bibles, no proven methods (although there are tons of “gurus”). The only way for you to understand it is to use it.
The technology is there. You can describe your idea to an AI tool, which generates working code in minutes. Some marketers design in Figma first, then use AI to convert designs to code. Others skip design entirely and go straight to a prototype. And this can be done in a half day. It’s still very immature, but it’s a glance at the future. These tools will change not only how we build, but how we think about building.
In 2025, Where to Use Vibe (and Where Not to)
But Vibe coding should not be used without guardrails and an understanding of its risk. Some spaces are ideal for experimentation, while others should be kept to technical teams. ere’s a simple framework to help you decide where it fits:
| Quadrant | Description | Examples | Vibe Code? |
|---|---|---|---|
| Low Complexity / Low Risk | Creativity unleashed. Build fast, test faster. Great for experiments, prototypes, and campaign ideas. | Landing pages, internal portals, event microsites, A/B tests, prototype environments. | Perfect for learning and exploring Vibe Coding. Fast loops, low stakes. |
| Low Complexity / High Risk | Looks simple, but the audience is watching. Handle with care. | Data capture forms, investor pages, press releases, crisis microsites, cookie consent tools. | Avoid |
| High Complexity / Low Risk | Complex but under control. Where process, automation, and scale meet. | Internal dashboards, some workflow automation, and documentation portals. | Great for testing frameworks and emerging tech. |
| High Complexity / High Risk | Mission-critical systems. No improvisation. | Global e-commerce, marketing automation platforms, CDPs, personalization engines, privacy systems. | Please No! |
The Future Is Waiting for Marketers and Developers
Vibe coding won't replace tech squads, but it will metamorphose the relationship between creativity and code, and between marketers and developers. These approaches will result in more independent marketing departments, allowing them to bring ideas to life faster a.
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Despite what you read out there, vibe coding is not smooth (yet). It's cluttered, iterative and oftentimes frustrating. Your first attempts will be cumbersome. You'll spend hours describing something a developer could build in minutes. The AI will often misunderstand you in creative and annoying ways. But that's fine. That's the learning process.
The purpose isn't to become a developer overnight. It's to gain enough fluency to prototype your ideas, to communicate better with your technical peers, and to start experiencing these technologies that will change your day-to-day tasks.
- This week, pick one tool. Lovable and Base44 are good starting points. Spend an hour building something simple: a personal landing page, a team directory, anything that lets you experience the process.
- This month, identify one project from the green zone, something currently stuck in your backlog because it's "not worth developer time." Build it. Document your approach, what worked, and what didn't.
- And then by the end of this quarter, share your results with your team. Not just the wins, but the failures too. Where did the AI misunderstand you? What took longer than expected? What surprised you? This intelligence becomes your organization's early advantage.
The tools are clunky. The results are imperfect. The best practices don't exist yet. But that's precisely why now is the time to experiment. Because the only way to understand what vibe coding can do, and more importantly, what it can't, is to play with it.
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