gist
- Introduction of AI. 92% of senior marketing executives are considering deploying generative AI capabilities.
- strategic shift. By 2025, 75% of marketing staff work will shift from productive to strategic activities.
- AI literacy. AI literacy is emerging as the next big skill job seekers need.
As we continue to enter the age of artificial intelligence, a range of new marketing roles are emerging that combine AI-specific skills with marketing knowledge to shape the frontiers of the industry. Job sites such as Indeed and LinkedIn are flooded with marketing jobs, but a closer look at the skills needed reveals a growing insight into AI.
A recent survey of senior marketing executives conducted by Optimizely found that 92% were considering implementing generative AI capabilities, and the most beneficial generative AI capabilities they would like marketers to adopt include code generation, image I see that it includes generation, speech generation, text generation and auto-conversation.
Shifting gears from production to strategy in the marketing environment
According to HubSpot’s latest State of AI survey, 62% of marketing leaders are already hiring new employees to help them leverage AI/automation tools. And Gartner expects that by 2025, organizations that use AI across their marketing departments will shift 75% of their staff’s work from production to more strategic activities.
“AI will certainly change the way marketers manage content, impacting the tools they use and the roles that make up their marketing departments. Let’s go,” said Liz Carter. Reputation’s CMO said: “While it may not be necessary to assemble a large content development team, the need for operations and strategists will increase. , and training AI models to follow it will play an important role in the marketing department.”
Circuit City CMO Victor Elman said AI skills have definitely become a key consideration in the company’s hiring decisions.
“We have been using AI for several years now, leveraging its capabilities in areas such as personalized product recommendations, programmatic marketing and customer segmentation. is the application of AI on the creative side: generating compelling copy, designing high-impact ads, and optimizing product descriptions,” Ellmann said. “AI continues to transform the marketing landscape and he recognizes the need for people with AI expertise to advance our marketing strategy.”
ASAPP Chief Experience Officer Mike Lauder believes AI will drive new marketing disciplines for omnichannel data scientists to work with CMOs to create marketing campaigns with greater visibility and intelligence.
“Marketers using AI to glean actionable intelligence from contact centers are becoming a hot commodity,” said Lauder. “The days of siled marketing and customer service are coming to an end thanks to newer, data-driven tech stacks that allow brands to move from placing ads to making purchases to responding to customer inquiries with data. , greatly improved our engagement with CX.” -Endorsed representative. “
Related article: 5 best practices for using AI in your CX strategy
Marketing and AI: Decoding Key Skills and Roles
So what are the hottest jobs in AI and marketing right now? Nicole Greene, VP Analyst, Marketing Practices at Gartner, puts marketing into crossover capabilities in data science, machine learning architecture, and model validation. He said the field is in high demand. And some of the most sought-after skills include the ability to build modular content elements and integrate them into digital experiences, critical thinking and investigative acumen to distinguish synthetically generated content, and generative AI These include editorial capabilities to review, refine, and oversee generated content.
Bytes Meet Brands: Top 5 AI-powered Marketing Roles Shaping Industries
In an interview with CMSWire, Green said there are five pivotal roles poised to reshape the AI-era marketing landscape.
model owner
Model Owners are envisioned as the nexus of business, technology and legal interests, driving innovative applications in interdisciplinary teams. This role combines marketing with technological trends in AI and machine learning (ML). The term “model owner” often refers to the expert responsible for the end-to-end process of a particular AI/ML learning model, including model development, deployment, monitoring, and maintenance.
However, in this adapted role, it is also a liaison between multiple departments, ideally supported by a cross-disciplinary team, acting as a link between marketing, legal, IT, and AI tools. is correctly implemented and used.
prompt engineer
Prompt engineers are the puppets behind the AI, meticulously tuning and optimizing generative models. This role provides input (in the form of text or images) to a generative AI model in order to narrow down the response set that produces the desired result, such as fine-tuning or optimization.
AI Ethicist
This expert is ready to tackle the inevitable moral difficulties that arise from the commercial and regulatory intersection of AI. Gartner predicts this concern will catch the attention of his 70% of enterprise CMOs by 2025. For his AI ethicist in the marketing field, the focus is on addressing the AI dilemma. Address the business value of AI and risk in regulatory, business and ethical constraints at the organizational level. It may also include employee retraining and protection of intellectual property, including the application of model process legal frameworks.
AI Trainer, Validator, Tester
This role will focus on ensuring resilience and privacy against external threats, ensuring the trustworthiness and responsible use of AI models. Reinforcement learning, which relies on human feedback, is a key part of many generative AI models. To prevent others from breaking the model, the organization has personnel competent to test (and attempt to break) the model and ensures that data privacy is protected and that the model being used You should make sure your prompts are designed best for your needs. The use of tools to test for biases and unintended discrimination in models is now a standard part of responsible AI practice, and by 2027 80% of corporate marketers believe he is misinformed. Gartner anticipates establishing a dedicated content authenticity function to combat.
Marketing operations/automation
This position will be responsible for the strategic function of optimizing the execution and performance of marketing programs and optimizing the use of data, technology and processes to drive efficiencies at scale. This requires tagging and automating the creation and distribution of generated content.
Related article: Elevating CX Leadership with AI: 5 Proven Strategies
AI literacy will become the new marketing essential
The marketing industry is poised for dramatic change as the boundaries of artificial intelligence expand. The growing number of AI-powered roles and the growing importance of data literacy highlight the transformative impact of this technology. As we step into a future where AI and marketing seamlessly converge, it is clear that the ability to harness the potential of AI will be the defining factor that separates industry leaders and followers. The next generation of marketers will not only understand their audience and craft their message, they will also teach, tune and trust their machines to do the same. Market savvy is no longer important. Mechanical familiarity is also important.
Canva Co-Founder and Chief Product Officer Cameron Adams believes AI will fuel a creative explosion and nearly every brand will need an AI-literate designer in their marketing department. .
“Generative AI can inspire when starting a project or conceptualizing a design, or provide other members of the team with a way to create reference materials for designers to use. It’s a big deal for marketing departments that need to move quickly from concept to execution,” Adams said. “There are more opportunities for new graduates in advertising and experienced marketers to advance their careers with not only design knowledge but also AI knowledge. AI knowledge is the next big skill job seekers need.” .”
