[Market Trends] What Happens to Marketing in the Age of AI? | TED

 



📌 Creativity increases by 40%?

Jessica Apotheker discusses the changes in marketing in the age of artificial intelligence (AI). She reflects on how past technological advancements promised to increase productivity and leisure time, but instead, the growth in data has led to more complex workloads and decision-making. Apotheker highlights that generative AI, ready to innovate productivity within organizations, could see up to a 50% improvement in productivity, especially in marketing. Marketing has evolved to incorporate more specialized skills, including digital marketing and marketing technology, from primarily being a right-brain, creative function. With generative AI transforming core activities in marketing, it enhances marketers' creative abilities by 40%. However, this comes with challenges, such as the risk of losing brand identity due to content overload and the homogenization of AI-generated content. Apotheker advocates for strategic re-education and reorganization of the marketing function to protect and nurture unique creative talents while embracing AI, to differentiate the brand. She advises marketers to identify and nurture strengths in creativity or data analysis to navigate the evolving landscape of marketing.


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