The Impact Of AI On Marketing Roles
As a result of enormous recent technological advances, we are now living in what’s known as the fourth industrial revolution – a period of digital transformation that’s affecting the way we live and radically disrupting the business sector.
Technology such as the Internet of Things (IOT), Artificial Intelligence (AI) and cloud computing are becoming the norm across most modern organisations and influencing everything from manufacturing to communications and job roles. One area where these changes are prevalent is the marketing industry.
How AI Is Changing The Marketing Landscape
The field of marketing is highly varied and covers areas such as creativity and design, data analysis and interpretation, content creation and an understanding of human behaviour and psychology. The first areas impacted by AI were based on fundamental or repetitive tasks, such as data reporting. As AI evolved, so did its abilities to tackle complex challenges, especially those within the fields of creativity, predictive analysis and behaviour recognition.
AI has helped to automate many functions within marketing, freeing up valuable time and resources for creativity and strategy. AI’s ability to rapidly process large volumes of data, generate reports and provide insights into future trends and behaviours has enabled marketers to make better informed decisions and personalise content towards customers preferences.
Automated content and image creation are now becoming mainstream in marketing, social media, email and advertising campaigns. Websites and Search Engine Optimisation (SEO) are also benefiting from AI insights to help determine what content and search terms resonate best with potential customers.
Will Marketing Roles Eventually Become Obsolete?
The advancement of AI is rapid. Government laws and policies are rapidly changing to keep up to date with this pace of change. While it is clear AI provides enormous benefits to marketers, it is also clear that its higher end capabilities remain quite limited.
AI is based on machine learning and relies on historic data in its decision making. It is highly intelligent at making rapidly informed decisions but cannot take a holistic approach to its work or provide real-time insights. In essence, it cannot currently be truly creative.
The Human Touch
Google, which ranks websites in search engines based on their ‘helpfulness’ to users, will eventually catch-up to AI-written content and then demand content be more unique, informative and personable to be ranked highly. Additionally, it is worth considering that sudden changes such as the disruption from COVID-19 could not have been predicted by AI and required the creative and objective decision making of humans to navigate.
AI has streamlined working practices, created new job opportunities and enhanced job capabilities. It is unlikely to replace roles but complement and evolve them. As technology advances, so must the skills and capabilities of marketers to meet this evolving landscape.
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