AI will reduce the need for human workers to make repetitive, easily directed, decisions. All digital marketing roles will be affected by this efficiency. The first roles to be affected will be those that are heavily task oriented. Some jobs, such as those in aspects of advertising, have already been transformed by AI. Everything from audience segmentations, to email subject lines, to dynamic content optimization, ad bidding, and many more tasks are already being automated by AI.
Work Guidance: Helping Marketers Create Better Outcomes
AI will accelerate some tasks and improve the outcome quality/error reduction of others by guiding the decisions that marketers make. This increased efficiency will be evident in complex tasks requiring judgment or memory, including communicating, interacting, managing, choosing, and advising.
Work guidance represents a shift from the doom-and-gloom, “robots are taking your job” conversations that seem to crop up around AI. AI technologies will replace some of the most labor-intensive tasks, but it also will free marketers up registered nurse database to focus on higher-level tasks. Rather than net job loss, there will be a lot of disruption in the careers of people who ignore AI and don’t learn to work effectively with it.
Expanded Work for AI Helpers: Creating New Marketing Opportunities
Marketing leaders need to consider the needs of AI support when designing future marketing organizations. While AI technology is a great tool, it needs a lot of human support in order to run efficiently. AI in marketing will need people with proficiencies related to working with data, data science, and data governance and stewardship. As AI expands, the role of marketing data scientist will grow.
Data scientist isn’t the only marketing role that will expand to deliver AI benefits to marketing teams. Most intriguing will be new kinds of jobs for people with the ability to be creative about using data to drive innovation. Collaboration between humans and machines must become more than the sum of the parts so that effort goes beyond “artificial intelligence” transforming into “collective intelligence.”