- CMOs need to embrace ChatGPT and generative AI to stay ahead, according to one IBM executive.
- According to Gartner’s head of research, most CMOs are still exploring use cases for generative AI.
- This article is part of CMO Insider, a platform that explores how the role of Chief Marketing Officer is evolving. Read more stories here.
According to Jonathan Adashek, chief communications officer and senior vice president of marketing and communications at IBM, today’s chief marketing officer cannot succeed without leveraging technologies like ChatGPT and generative AI.
“We are in a world where cookies are dead. How do you serve content? AI can help us serve the right content to the right person in the right place,” Adashek said. told Insider.
“Look at all the data we’re dealing with today. Every company has more sources than ever before,” he said. “How do we traverse all these pieces? AI will take care of that, otherwise it will take forever.”
Adashek said robots won’t replace marketers anytime soon, but some marketing jobs could become obsolete. And when it comes to the actual work of creating content, he added that tools such as generative AI “will contribute to that, but can’t replace humans.”
Euan McIntyre, vice president analyst and head of research at Gartner, said most CMOs are still looking for “proper use cases” for generative AI. “There’s a lot of interest, but we need to understand exactly how to apply it to get the most value,” he said.
“There are some interesting use cases in terms of big resource bottlenecks. Content is a hungry beast. There is a sense of need: the customer experience they expect.”
Marketers “have invested heavily in technology, and the challenge is that the utilization of that technology is declining,” McIntyre said. “It might be a bit of ‘shiny object syndrome’.”