The general consensus is that we’re still decades away from reaching what’s known in artificial intelligence circles as “the singularity” – the point where machines surpass humans in terms of overall general intelligence.
In the meantime, however, we’re constantly reminded that that’s the trajectory we’re on. AI is having an ever-increasing impact on our lives as the technology makes exponential strides on a number of fronts.
Sales and marketing is one area where we can expect to see AI-driven technologies exert a growing influence on the way business is carried out. Around the world, intelligent technologies are increasingly being employed to reach and interact with customers and potential customers. It’s a trend that’s set to redefining effective marketing.
Will marketing jobs disappear?
Given these developing technologies and a number of other AI applications in marketing, are the jobs of those working in the industry doomed?
In a recent HubSpot webinar, AI marketing expert Paul Roetzer said the technology presented opportunities for marketers to push their companies, and their personal careers, to new limits.
“The way I look at it for marketers right now is, it can be your competitive advantage, within your career. For your brand but also you as an individual. The more you grasp it and what it’s capable of doing, and the more you start finding ways to do things more efficiently in driving performance. You may replace some of the tasks you probably hate doing anyway [and] you’re going to be a better marketer.”
Tapping into AI’s marketing potential
Taking the first steps towards incorporating AI into a marketing strategy can be daunting, but Paul says rather than viewing the concept as overwhelming, the solution is to commit to learning about the technology’s potential.
From there it’s a matter of picking a “single use case” as a starting point, he says.
“Look at which things you spend the most time and money doing that are really time intensive and that maybe are really inefficient, or they have a bunch of data involved. And say, could I intelligently automate this? Is there a tool to intelligently automate this task?”
AI is bringing exciting developments to marketing practice and businesses that understand and embrace the technology’s potential stand to reap the benefits.
Further reading about AI in marketing