As the breathless excitement around how brands can theoretically use generative AI shifts to marketers discovering real-world use cases for the technology, like improving customer experiences with chatbots , certain brands, in addition to investing in C-suites in AI titles, began adding more effective roles at the vice president and director level, while strengthening their product, data and engineering teams.
Previously, brands like UnitedHealth Group and Dell Technologies hired a Chief AI Officer (CAIO). Added to this are 201 CAIOs, mainly within technology consulting companies, as seen on LinkedIn by Simon Lusty, CMO of the recruitment firm Aquent. Meanwhile, CPG brand Coca-Cola was an early adopter of Pratik Thakar as global head of generative AI last year.
The growing importance of AI generation for brands presents opportunities for lower-cost content production. However, the rising cost of AI and legal and privacy concerns make it risky for brands to rely solely on a single executive for strategy development and management.
“We’re starting to see the cascade and team building,” Lusty said. “This implies the need for director, vice president and above-level positions needed to advance AI. We see that the job title of Director of AI is on the rise, but certainly not widespread.
Three role examples
For example, Wells Fargo hires a director of generative AI with “8+ years of experience in quantitative analysis” to “identify their highest priority generic AI use cases and address those priorities.” The job posting states that the salary range for the position is between $207,900 and $431,900.
Meanwhile, NBC Universal is looking for a Director of Product, Generative AI, Research and Global Streaming with a minimum of “6 years of product strategy/management experience in media or consumer technology.” This role, reporting to the VP of Personalization and Research, aims to improve engagement metrics such as watch time per user and watch frequency. The salary range for this position is $160,000 to $210,000.
