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These days every company is a technology company. Technology is at the heart of every industry and every function. And marketing is no exception.
I built my career at the intersection of marketing and high tech, working in industries focused on using technology to improve people’s lives and work: telecommunications, networking, weather technology, artificial intelligence and digital learning. So it wasn’t a big leap for me to understand all the ways marketing has evolved in the digital age.
Of course, proven marketing methods remain useful, but we need to step up and strengthen these efforts to implement effective programs that produce results for our businesses. For example, my fellow marketers have long used technology to improve precise targeting, generate personalized recommendations, and predict the optimal timing of seasonal promotions.
Before joining Skillsoft, I served as CMO at IBM Watson, leading marketing for AI products and solutions. It was exciting to see AI redefine client experience and go-to-market strategies, among many other applications, for many organizations around the world.
And today, the most important innovation – probably since the advent of the Internet and the advent of the iPhone – is generative AI (genAI).
Hyperbola? No way
GenAI is something entirely new and a total game changer because it makes artificial intelligence much more accessible. Just look at the latest industry headlines to see how genAI is transforming the way we do business, the way we learn, and the way we work.
Simply put, genAI will affect virtually everyone in the workforce. In fact, a study this year by the University of Pennsylvania and OpenAI predicted at least 80% of all jobs will be influenced, modified or augmented by genAI.
All knowledge workers, including marketers, will be using this technology very soon, if not already.
GenAI has the human ability to create content, such as blog posts, social networks updates, scripts, illustrations, videos, music and much more. Conversation-based tools, such as ChatGPT, the fastest-growing application in Internet history according to a UBS studydemonstrate impressive abilities to understand context and provide relevant responses.
As a result, marketers now have a world of opportunities to create compelling content at scale, engage with customers in real time, and deliver personalized experiences, faster than ever.
But integrating AI into marketing goes beyond simple efficiency gains; it’s a critical component to succeeding in today’s hypercompetitive landscape.
Customers now expect personalized experiences, and AI can be the foundation that allows marketers to build on these individual preferences. Its ability to analyze large amounts of customer data, understand behavior patterns and predict future preferences is a turning point for marketers. Those who grasp the potential of AI can create precisely targeted campaigns that resonate with their audiences, driving higher conversion rates and customer retention.
AI is also a powerful tool for continuous learning and campaign improvement. By analyzing campaign data, AI can identify patterns and insights that humans might overlook. We can use this information to refine our tactics and make them more effective over time. Marketers can leverage AI to achieve better business results.
But here’s the problem. “New” isn’t really new (to me). With years of experience in the high-tech industry, I approach new technologies with a healthy balance of skepticism and enthusiasm rather than the fear that people might naturally feel. However, I admit to being surprised during my first “close encounter” with ChatGPT. I realized – quickly – that I had a lot to learn.
In fact, we all do it. And in my experience, nothing replaces fear with fascination faster than learning new skills that can help us use genAI technology to improve our lives and our work.
Just getting started is one of the best ways to learn basic skills.
Asha Palmer, our Vice President of Compliance Solutions, says we can make the leap to genAI and its full potential as long as we understand the risks inherent in the technology.
When we dive into a pool for the first time, there are things to keep in mind: How deep is the water? Can I swim comfortably? Are there any dangers? Is there a lifeguard?
GenAI is the deep end, so we need to make sure we have the proper precautions, protocols, and policies in place. In other words, we need to wear metaphorical “floaters” when we learn and practice new skills. And these new skills are absolutely essential to success.
Marketing professionals should be encouraged to learn about genAI, upskill and upskill where necessary so we can get the most out of it.
We need to understand the breadth and depth of AI’s capabilities and develop hands-on experience with tools like ChatGPT. Relevant courses may focus on rapid development, potential applications, and ethics and governance. This type of knowledge not only improves the value of our marketers as employees, but also allows us to contribute significantly to the success of our business.
And as marketing leaders, we must practice what we preach: There will be no employee buy-in until there is executive buy-in. Although employees have a responsibility to learn, this will not happen without leadership initiative. In the same way, we must provide them with an environment – a playground – to experiment. This way, through education, employees can practice and understand the implications of use (or misuse).
GenAI is already implemented in core digital marketing functions including website testing, multimedia ad creation, live chat (chatbots), and SEO, to name a few. Use cases will only increase in the coming months as AI capabilities continue to evolve.
But humans are still in charge, of course
At least for nowgenAI lacks the most critical and valuable characteristic of all: humanity.
No technology can empathize or demonstrate true compassion, or even read between the lines to understand intent without very specific human prompts.
And what about the harder-to-describe, but just as palpable, qualities that make a piece of marketing truly powerful? Nuance, irony, personal experience or new perspective, for example. THE human touch.
Good marketers possess classic skills that will remain essential, even in the age of genAI. For example, you should always understand your target buyer, identify your personas, and know what business challenges you can help them solve. You can then input this information into genAI tools to inform your targeting strategy and help you craft the best messages possible.
By ensuring your team is equipped with technical AI skills and “power skills,” such as communication, problem-solving, critical thinking, collaboration, leadership, creativity, and emotional intelligence, you will guarantee a more efficient and complete team.
I recently had the opportunity to listen Nicole Leffer, a senior marketing manager passionate about AI. Nicole encourages marketers to be open to the full potential of AI, but to remember that while AI is an innovative and valuable tool, it needs a human operator to conceive an idea, give a direction, set parameters, provide the information and resources the technology needs, and then edit, adjust and improve.
For example, if you hire genAI to help you produce marketing content, you need to “teach” it about your brand voice by providing samples, describe the thesis you want it to explore, and explain who the audience is target. Ask for an outline first, as you would from a human writer. Then work “together”, section by section, until you have a result ready for review.
The human half of the equation is never far from the process
To look at it another way, think of the genAI as the car and yourself as the driver. Like Dom Toretto in The Fast and the Furious movies remind us: “It doesn’t matter what’s under the hood. The only thing that matters is who’s behind the wheel.”
The AI revolution is undeniably impacting every facet of business (and our lives), and that certainly includes marketing. Therefore, adapting and adopting new technologies like genAI is not an option; it is a necessity.
By leveraging AI, we can effectively and efficiently create highly personalized, data-driven campaigns that resonate with our audiences and deliver exceptional results.
Education plays a crucial role in enabling all of us to confidently adopt AI. Upskilling and reskilling initiatives can address skills gaps, ensuring we remain relevant and valuable assets to our organizations.
AI is not here to replace marketers. Instead, it’s there to enable us to work smarter, make data-driven decisions, and continually improve our work.
By understanding, adopting and guiding AI, we unlock richer possibilities and steer our organizations toward a more prosperous and fascinating future.
More resources on the impact of AI on marketing careers
How CMOs Can Use AI to Make Strategic Business Impact and Change Careers
Marketing at the Speed of Thought: AI Use Cases for Four Types of Content
ChatGPT celebrated its first anniversary: what have we learned from AI’s breakthrough year?
