With the onset of AI and robotics it’s been estimated that 47% of jobs are at risk for automation within the next decade or two. So how do we as marketers robot-proof our jobs?
Will AI take your job?
One thing is for certain, the world of marketing as we know it will absolutely change due to the introduction of AI. But here’s some good news for marketers: AI will not take your job.
Let’s face it, marketing has been wildly changing since the dawn of the Internet. If anybody is prepared for a robot revolution, it’s today’s marketer. We’ve lived with a rapidly growing automation ecosystem for years and have seen it all – the good, the bad, the promises, the pitfalls. With all these tools we can do more than ever but you could argue that things have not gotten easier and with every new interface, customer touchpoint and data source being added into the mix it’s about to get even more complex.
So where do we fit in, in this brave new world?
The role of tomorrow’s marketer.
Intelligent robots are excellent at automating things that have a pattern. They’re great at assembling templatized content so you can scale up content production at unprecedented levels. They’re good at answering a large percentage of questions that are repetitive and fairly easy to categorize. They’re great at identifying data anomalies and building data profiles so you can extract information from larger streams of data than ever.
People provide guidance. They provide creativity, social skills and decisions at a level of nuance that the machines can’t replicate – at least not anytime soon. That’s why jobs like marketing, engineering, design are not as susceptible to robot takeover.
What we do as marketers is complex and fluid. It’s the epitome of an unstructured environment. That’s not within the realm of something that can be replaced by automation.
That said, there are definitely aspects of marketing that can and should be automated. Anything to make it easier! How many times do we spend building the same reports, digging for the same kinds of information? How much time is spent updating ads and landing pages to keep pace with inventory and promotions? A lot of this more standardized work that takes up so much time can be handled by the machines at scale.
Marketing is about communicating to people, and we’re going to need people leading marketing for a long, long time. We’re also going to need the robots to support a rapidly evolving marketing ecosystem. The truth is, we won’t succeed without them and they can’t do it without us.