Those working in the UK marketing industry can testify that widespread use of Artificial Intelligence (AI) is no longer a distant future, but instead a present reality.
And as with all new technologies there is a tendency, especially in marketing circles, to get carried away with the newest, shiniest tools.
In the world of AI there seems to be a new toy every other day as the Silicon Valley tech giants fight for AI supremacy.
But for those that can be persuaded to look at the bigger picture, there are more fundamental issues for marketing with the emergence of AI.
I am of course talking about the digital elephant in the room – job losses.
The road to automation seems inevitable if you’ve watched Charlie Brooker’s Black Mirror series, The Terminator film series or Spike Jonze’s Her.
AI's promise in marketing hinges on automation – the capability to streamline operations from data analysis and customer segmentation to content creation.
Yet, this beckons a pivotal question: What becomes of traditional marketing roles vulnerable to automation?
The answer lies not in the loss but in the evolution of these roles.
AI's greatest potential is in augmentation… enhancing human capabilities to deliver more insightful, strategic, and innovative marketing campaigns.
As AI undertakes repetitive tasks, marketers gain the freedom to focus on creativity and strategic planning.
Consequently, while some roles may diminish, new opportunities arise for data scientists, AI ethicists, and marketing technologists.
The responsibility belongs to business leaders in facilitating a smooth transition for their workforce. This includes investment in reskilling programs and a commitment to ethical business practices.
We need to give due consideration for the mental well-being of employees throughout this process.
To future-proof marketing requires a culture of lifelong learning and ethical business models that prioritise social responsibility alongside profitability.
Marketing professionals have the opportunity to be at the forefront of shaping the ethical frameworks for AI ensuring fairness, accountability and transparency (or FAT as I like to remember it).
These steps are crucial in ensuring that AI serves as a catalyst for inclusive growth and innovation in the marketing industry.
As we stand at this crossroad, we have a choice - to succumb to a dystopian Black Mirror future, or choose a future of enhanced creativity at speed and scale.
*Image created using AI - Dall-E to represent 'Human-AI collaboration'.