Elsewhere, Citi Bank is looking for a Generative AI Ops Software Engineer to join its operational engineering and architecture group. This role involves taking “a product-first approach and creating robust, scalable, and easy-to-use solutions” according to the job description to “develop fundamental components and mature technology capabilities in AI and LLM.” The salary range for this position is $142,320 to $213,480.
Transfer budgets to AI
Brands are engaged in an arms race and are already integrating the AI generation to improve the customer experience via chatbots. Global brands such as Mondelēz International plan to invest up to $180 million in AI over the next three years, with around 13% of their investment going towards hiring new positions, ADWEEK has learned. At the same time, business leaders on average plan to allocate 5.4 to 7.1% of their function budgets to the AI generation in 2024, including 6.7% of marketing budgets according to Gartner. Brands have made ambitious promises to their board members about AI generation strategy, but some are struggling to deliver on those investments, sources say. Either way, the replacement of human jobs with AI is on the horizon.
“(Brands) don’t have the level of granularity about who (new talent) and how many (new hires) they need,” an industry executive who spoke undercover told ADWEEK. of anonymity.
Mondelēz is in the early stages of exploring opportunities within AI, the company told ADWEEK, but did not disclose details of the investment.
Organizational restructuring
The AI generation brings a new level of complexity for brands, inspiring people within brands and agencies to embrace the benefits of technology, such as Sorawhile assessing its risks and ethical implications.
Striking that balance could give rise to a variety of new roles over the next year, including ethicists, conversational marketers with expertise in sophisticated chatbots, and data-informed strategists on the brand side, according to Jason Snyder, CTO of the IPG Momentum Worldwide agency.
Additionally, Snyder anticipates the emergence of an agency integration specialist role within brands at the enterprise level.
“If you’re managing a large brand marketing program, you need someone who is responsible for integrating AI into every aspect of the marketing program,” Snyder said. “(Now) I see this role in bits and pieces everywhere. (Ultimately), whoever has the budget for the work being done will be closely aligned with this agency integration specialist.
Workforce change, elimination of manual tasks
Brands are pushing the boundaries by hiring splashy AI leadership roles to bring skills within the organization and prove to the market that brands are taking AI seriously, said Mark Wagman, managing director at the AI consultancy. MediaLink management.
At the same time, the use of AI varies within each sector. For example, the financial services industry uses AI for fraud detection, risk management and product development. While the retail industry leverages AI to personalize the customer experience, optimize inventory management and streamline logistics, according to Lusty.
