So, here we are again.  Marketing at the cross-roads of a transformation.  At the very precipice of reinvention.  But haven’t we been here before?  Did we stop discussing the last innovation yet?

First, let’s take a moment to appreciate and puff out our chests as marketers.  How fortunate we are to work in a discipline that is constantly exposed to new technology, innovative ideas and ways to reignite our creative passions.  For a moment, let’s put aside all those opinions on how marketing should be leveraging this new AI tech, and instead embrace the opportunity to shape what this new technology can do, indeed what it can truly mean for our craft.  This opportunity to create and innovate is, after all, what we marketers are best at.

The advent of AI is apparently set to be as big as the launch of the internet.  And the pressure is building to learn fast and establish what that means for business.  But the truth of reinvention is that it doesn’t come from the technology as much as the clever folks (that’s us!) who figure out how to leverage it.  This is a mindset conversation, not purely a dialog about which shiny object is coming next.

The big question raised repeatedly at events lately: will AI take our jobs?!  Some panelists are honest enough to say, actually yes.  Some elements of jobs will inevitably be taken on by AI.  But history tells us the best inventions are those that solve a problem, even if it’s one we don’t know we have yet.  So let’s ponder that…

The Creative Problem? (AI's Creative Limits)

Generative AI has a fabulous ability to be creative – in so far as writing copy, producing images etc – but what is the core “problem” to solve here?

Marketing as a craft is typically highly valuable where the most creative minds let loose to originate impactful, even radical concepts and content that truly engage our audiences.  AI so far still relies on strong inputs and clear prompts to generate good content.

At a recent event, it was quoted that 70% of B2B buyers see no difference between the brands they buy!  Unless we are truly happy to see a future of increasingly bland and generic words and pictures, I predict there’ll still be a fundamental (if not greater) need for creative thinkers, neuro-diverse minds and artistic geniuses to ensure marketing continues to cut-through with new ideas in the future.  Is the true opportunity instead to revisit what your brand really stands for? …and with those differentiators in mind, which inputs might generate distinct and authentic marketing that really grabs your audience?

The Scaling Problem? (AI as a Scaling Engine)

So many places for marketing to be.  So many things for marketing to say.  So perhaps we’re getting closer to a typical marketing problem for AI to solve?...

I remember the good old days (yes I’m this old!) when we were excited to repurpose and scale our core advertising concept to banners, skyscrapers, double-page-spreads, securing positions above the page fold etc.  Now of course, we have a never-ending array of content formats and depth, from thought leadership papers to webinars, podcasts and beyond.  On top of this, we have more complex buying groups to communicate with (+6% YoY growth in B2B buying groups according to a recent study) and the number of touchpoints in a buyer journey is growing exponentially as audiences look to new channels, influencers and peers to guide their decision making.  This represents a heavy lift to cut, slice, dice and deliver ideas, perspectives and creative content depending on customer need.  Strong content relies not only on original creative ideas, but also new research findings, different perspectives, formats and channels.

I predict that AI will have a growing role to play in working through different iterations of a core idea to support appropriate touchpoints, as much as predicting what your customers are looking for and where along their journey.  But is the support to inform, scale and optimize marketing touchpoints on a customer journey enough?

The Data Problem? (AI & The Data Opportunity)

While the marketing discipline has traditionally come from creative roots, the last decade at least has seen the unrivalled value of data to ensure your marketing is informed by customer insight.  Data to inform strategies, data to measure traction, data to report on success.

There are now many incredible data scientists at the heart of the marketing discipline and many creative marketers who continue to hone their skills to inform and prove the effectiveness of marketing.  But as more cut-through is needed, as marketing budget allocation demands ever more demonstration of ROI, and as data collection points grow exponentially, does this lead us to one of the biggest opportunity areas for AI?  We already see data analytics and predictive analytics in action, but could AI prove to be a truly liberating force in churning through the reams of data available and extracting the insights-that-matter, so we can focus our attention instead on adapting accordingly and using our truly human skills to personalize and apply personality to our marketing approach?

The Credibility Problem? (Marketing Value Must Win Out)

Did I use AI to write any of this?  No, I didn’t.  So if any of my views, predictions or thinking is off, that’s all me I’m afraid! Authentically, unapologetically me.  I don’t claim to be the best writer, so perhaps my last prediction is that AI is destined to be a good friend of mine!  Like you, I’m still observing and learning about this next transformation.  But perhaps I’ll close on credibility as potentially the most critical of topics…

The beauty and skill of the marketing craft is in bringing a unique voice to your brand.  Marketers are and will remain a critical function and I don’t believe we should inherently fear the implication of AI, but accept that it can (and will) be another fabulous tool in our Mary-Poppins-style kit bag – to test, to scale, to (data) crunch, to accelerate.  With so many responsibilities, to customers as much as our diverse stakeholders, I for one am looking forward to seeing how AI can enhance our work and free us up to do what we are best at – strategy, creativity, relationships and knowing our customer.  Rather than offer a prediction here, I think my last has to be an ask to the Universe, to not allow the real voice of marketers and marketing to be dumbed down to such a degree that there is less great marketing out there.

Let’s cherish and continue to invest in ourselves, the profession and the value we offer, with and without the available tech.  We are part of a discipline that continues to have so much to offer and with that comes the power to shape where new technologies like AI take the business.  So, let’s take that challenge and keep asking the questions, keep pushing, keep testing and keep talking.

Authentec Advisory | Marketing with impact. Leadership that lasts.