Marketing Jobs Require More Than AI-Know How
November 26, 2024
Marketing remains a lucrative industry, but it’s become even more complex with the advent of AI. McKinsey recommends that marketers will find growth through portfolio management and enhancing capabilities to improve performance. What does that mean? Christine Y. Chen explains in her article: “Connecting For Growth: A Makeover For Your Marketing Operating Model.”
Every year marketers must meet higher expectations to deliver strong brands and growth while maximizing effectiveness and efficiency. It sounds like a buzzword salad, but it’s actually a big order for marketers to do better, do more, and with less time and resources. With these innovating demands, AI is deployed in there somewhere and can be a useful tool:
“Marketing leaders are expected to apply new energy to identifying growth opportunities, bring their companies’ missions to life, build immersive and connected brand experiences, link purpose to business outcomes, capitalize on new technologies, and more. At the same time, CMOs are under increasing pressure to provide results and serve as responsible stewards of marketing resources to achieve growth agendas. They’re growth leaders whose remit continues to expand, with CMOs taking on more functional areas traditionally seen as outside the purview of marketing. Such areas include generative AI (gen AI), innovation, and sales and e-commerce.”
Marketers are rising to the challenge of meeting their roles, but they are finding that technology doesn’t meet their needs. Today’s marketers want to propel growth by organizing and connecting their teams, mobilizing beyond reporting lines, and concentrating on specific strategics to scale up. They are achieving these goes by establishing ground rules to provide incentives for agility, over investing in important matters, and connecting expertise to growth drivers. They believe that AI is a usable tool but doesn’t meet al their needs:
“A 2023 McKinsey report on the economic potential of gen AI found that gen AI productivity in marketing could be worth about $463 billion annually.3How generative AI can boost consumer marketing,” McKinsey, December 5, 2023. CMOs say they embrace this promise, with 74 percent of our survey respondents viewing gen AI as more of an opportunity than a risk. However, a gap remains between the importance that marketing leaders place on gen AI and how far they feel their organizations have progressed in building relevant capabilities for it. Only 9 percent state that they have evaluated gen-AI-enabled automation opportunities, just 5 percent are building gen AI capabilities, and a mere 4 percent are scaling up gen AI use cases.”
High-skilled jobs still require an immense amount of education, people skills, business ingenuity, and knowledge about how AI can be used to scale up an operation. Humans aren’t obsolete yet people!
Whitney Grace, November 26, 2024
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