What Will Happen to Marketing in the Age of AI? | Jessica Apotheker | TED
Science & Technology
Introduction
Thirty years ago, the advent of word processors and spreadsheets was poised to trigger a significant productivity revolution in the workplace. At that time, experts promised that we would spend less time on writing, drawing, and calculations. Fast forward three decades, and while technology has enabled efficiencies, the reality is quite different. Our workdays are not shorter; instead, they are filled with longer documents and more detailed presentations, leading to increasingly complex decision-making due to an explosion of available data.
Now, with the rise of generative AI, we stand on the brink of another potential productivity revolution. The challenge at hand is determining how we can effectively harness this new opportunity to enhance productivity in various roles, particularly in marketing.
Throughout my career as a marketer, I have observed that marketing is often one of the most impacted functions by technological advancements. In fact, some estimates suggest that generative AI could drive a productivity increase of up to 50% in marketing. As business leaders and consumers alike ponder this shift, it is vital to understand the implications for our industry.
Marketing has traditionally required a creative touch—tapping into consumers' emotional needs to develop products and messages that resonate. Over the past 15 years, the rise of digital marketing and analytics has necessitated new skills beyond just creativity, requiring marketers to adopt more technical capabilities. Generative AI takes this transformation further, fundamentally altering core marketing activities. In a recent study conducted by the Boston Consulting Group in partnership with Harvard, we discovered that current generative AI models like ChatGPT can already enhance the creative output of marketers by 40%. Imagine the possible growth of this figure in the near future.
What does this increase in productivity mean for marketers? If they accumulate an extra day and a half per week, could they spend that time enjoying more leisure or family interactions? I suspect companies won't simply let employees take that time off; instead, they may find that marketers fill the gap with more content creation and innovative ideas. This increase in content output could lead to a positive outcome for consumers in terms of personalization, but it also presents risks, namely content overload. Many may already feel inundated with repetitive marketing messages, and as AI-generated content proliferates, that problem could worsen.
Moreover, generative AI has been trained on existing data, creating a risk of homogenization in marketing efforts. The challenge for marketers, then, is to cultivate what I describe as a "left AI brain" to accompany their creative instincts. This entails reskilling teams to effectively use predictive AI tools in decision-making, ultimately fostering a data-driven culture in marketing.
An illustrative example comes from a partnership I established with a consumer goods company that successfully integrated these tools into their organization. They built a team of data-savvy marketers who created models to predict marketing outcomes, effectively enhancing the entire organization’s capacity to understand consumer behavior on various platforms.
However, simply adopting data-driven methods is not enough. Companies must also resist the temptation to overly rely on AI-generated content, which could dilute brand identity and stifle innovation. Research indicates that excessive reliance on generative AI can decrease the diversity of ideas, ultimately hindering creative breakthroughs.
To protect creativity while leveraging AI, organizations should identify their most innovative marketers—those willing to challenge conventional thinking. These individuals can serve as guides in utilizing AI to enhance their creative processes while remaining distinct and original in their approach.
For marketers navigating this evolving landscape, self-reflection is critical. Are you a creative thinker? Foster those skills, as they will be your unique strength. If data drives you, invest in technical competencies and AI knowledge. The key takeaway is that every marketer must identify how they can best contribute to this new frontier.
Keywords
- Marketing
- Generative AI
- Productivity Revolution
- Creative Output
- Content Overload
- Data-Driven Culture
- Brand Identity
- Innovation
FAQ
1. How will generative AI impact productivity in marketing?
Generative AI is expected to enhance the productivity of marketers significantly, with estimates suggesting increases of up to 50%.
2. What are the risks associated with the rise of generative AI in marketing?
While it can lead to more personalized content, a primary risk is content overload, where consumers may feel overwhelmed with repetitive and homogeneous messages.
3. What does it mean to develop a "left AI brain" in marketing?
It refers to reskilling marketers to proficiently use predictive AI tools in their decision-making processes and emphasizing data-driven approaches in their strategies.
4. How can companies maintain their creative edge while using AI?
By identifying and supporting innovative team members who can leverage AI for inspiration without allowing it to replace original thought and brand differentiation.
5. What should marketers focus on during this transition?
Marketers should evaluate their strengths—whether creative or data-focused—thereby enhancing their skills to thrive in an AI-driven marketing landscape.
