While there are many roles and skills that Artificial Intelligence cannot replace, the technology is affecting digital marketing jobs, in some scenarios, compelling them to be replaced by Artificial Intelligence. With Artificial Intelligence growing at a lightning pace, it is only obvious to think about whether the role of a digital marketer is secure.
Let’s start by looking at the effect of Artificial Intelligence on the job market. Businesses are competing to adopt the technology to automate and take over repetitive tasks. Therefore, workers are under stress to understand how to use AI effectively, a task that can take time and energy, on top of other tasks. On the other hand, those at a senior level are also under stress to implement Artificial Intelligence because it is believed to help increase productivity and enhance efficiency. Businesses such as Ikea, Mastercard, Uber Eats, and L’Oreal use generative Artificial Intelligence chatbots for client-related services.
How Do Marketers Implement AI?
Like many functions in a company, marketing has been affected by Artificial Intelligence. It supports marketers by reducing the time required to complete routine or repetitive tasks. According to a poll organised on LinkedIn asking marketers about the effect of Artificial Intelligence on their jobs, 48% were excited to expand their skillset, with 43% believing it would make their job easier. Only 8% were stressed that Artificial Intelligence would take their job. Marketers often have to create huge volumes of content for diverse platforms and channels. Artificial Intelligence can assist with this task by optimising content research, brainstorming, and repurposing.
What New Roles Might Artificial Intelligence Introduce?
The widespread adoption and usage of Artificial Intelligence is posing a threat to many roles. Many freshers and younger workers are looking to set up their businesses or become entrepreneurs as a way to mitigate their risk of being made redundant by AI.
Ways Marketers Can Stay Relevant in the Age of AI Yes, Artificial Intelligence is wise, and yes, it is evolving. While a lot of graphics can be made with Artificial Intelligence, there are high-level elements of creativity where it is very difficult for Artificial Intelligence to fully beat a graphic designer with their very human creative approach. The ‘wait and see’ approach of businesses means that marketers have time to learn about and evaluate AI platforms and tools. Many professionals believe that Artificial Intelligence should be used as a companion to human effort. This means that humans should be involved in the procedure to supervise and manage the
outputs of the technology. For instance, if someone uses prompts to create content for an email campaign focused on a specific customer segment, he/she do not have to just copy and paste the text and click Send! He/She still needs to edit and proofread the AI-generated content – not only for spelling or grammar, but also for tone of voice, brand alignment, and just readability. At the same time, do not treat Artificial Intelligence like a ‘job’ or the enemy.
No matter how good Artificial Intelligence is, there will be areas where humans will always excel. Customer insight school, strategic thinking, data analysis, emotional intelligence, and research are needed to know a customer. For instance, we know that Artificial Intelligence can help an individual to customise a campaign based on personas and demographics. However, it is up to a marketer to determine what angle will work and what hook can be implemented to attract and engage a customer. That needs judgment and experience to know what could work. Marketers at all phases of their careers will have distinct strengths and weaknesses.
Artificial Intelligence in Digital Marketing Utmost marketing individuals are already using Artificial Intelligence in their marketing strategies. By automating repetitive assignments, AI allows marketers to focus on what they do best- creative thinking, strategising, and building relationships for the long term.
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