BrightBid were pleased to be part of the Econsultancy’s digital and marketing trends for 2023 talking about the power of AI and automation to transform marketing teams and models
Here’s a summary of Econsultancy’s view on the marketing team of the future and how AI in marketing is driving change.
The marketing industry has become increasingly complex in recent years, with the growth of new channels, data, and technologies leading to an expansion in the number of skills required of marketers.
As a result, the demand for these skills has often exceeded the supply of hireable talent, leading to intense competition between organizations and a candidate’s hiring market. However, the current economic situation is expected to cool down this overheated market.
To counteract the economic headwinds, organizations are focusing on getting more from less. This will result in two major changes: an increase in automation and an emphasis on untapped internal talent. Automation will reduce costs and improve the pace and resiliency of operations. It will also free up human workers to perform tasks that cannot be automated. For example, Walmart is using technology to minimize the time its employees spend on repetitive tasks and increase their satisfaction with their job.
Generative AI is poised to have a major impact on the marketing industry. Products like OpenAI’s ChatGPT are enabling the creation of AI-powered SaaS tools, which put powerful capabilities into the hands of non-technical users, including marketers. Applications already exist for personalized marketing, social media, summarizing meetings, and technical sales content. Microsoft has extended its partnership with OpenAI to integrate the technology into its consumer and enterprise products.
However, there are still key issues to be debated around generative AI, such as copyright, accuracy, and privacy. If these can be addressed, generative AI has the potential to transform the day-to-day work of marketers by lowering barriers to creation and enabling the drafting and iteration of copy and imagery.