The Future of Marketing in the Age of AI
more contents and more ideas now if you think of more contents is a super for all of us as consumersso
let marketers will invest this timeme start by bringing you back inside and the whole economic world
is Racing for the promise of the time wa generative AIS coming and is coming to be embedded in the
core of organizations and the way we work and that will be the next big productivity Revolution the
question becomes I thought that was sells ups with all spent so much less time writing drawing slides
Com seize this productivity opportunity I'm a marketer all my career in marketing and also advising
marketing is the number one impacted functionality some say the productivity is as high as 50% that
question cheese that productivity opportunity is super high on my mind right now and I want to make
the case it should be super important to you all as well as Business Leaders but also as consumers so
what will happen to marketing marketing has traditionally been a super right brain that means what we
have excelled as consumers coming up for that perfect product that perfect Innovation to meet the need
and also then cracking the great message that will convert the consumer at the right place in the right
time already in the past 15 years with digital marketing and analytics marketing has evolved from
being only right brain type of generous skills to a few more special skill sets digital marketing or
marketing technology it is transforming the core of marketing activities recent study that the Boston
adopted with Harvard Chad GPT in its current form by 40% imagine what that number will be in the
year or two from now so what do you think marketers would do with a day and a half of three times a
week more yoga more family time do you think companies would allow that sing companies will just
let large chunks of the marketing function go well I believe none of this is going to happen productivity
Revolution very activelyputing numbers on the calculator and here we are we all have so much Leisure
Time on our hands and personally I only work 2 days a week tell Chris I'm just kidding what has
happened 30 years later don't work less much longer Word Documents alpine decks have gone from
Six Flags to and I say that as a consultant also we engage in much more complex decision-making
because your mother of data that we have to process as just exploded and why is that important today
now think of that email that you're getting from your favorite brand every week imagine that email was
100% later to you show me images of people your age and gender even to people wearing t-shirts of
your favorite rock band content overload how many of you already filled chased nonsense over and
over again online chasing you just explodes imagine if that content chasing you also all sounds the
same now why is that a risk my husband trained on existing content and because of that Divergence of
outcomes Randy colonization of Journey not a product so what is a soldier well I believe marketing
function out there that is being impacted by this productivity identify and protect its top right brain
planet are you going to ask me what do you mean by growing a left eyebrow I need the function needs
to strategically rescue and reorganize to embed people that can build use and diffuse predictive AI tools
in the heart of decision making meaning for marketing building teams of marketing marketing today
Engineers that build solutions that can be distributed to all marketers to for example unpacked
performance and imagine a marketing being able to understand what audience created couples are
really hitting it off in the market product is working tumor NY decided to grow a left AI brain
advantage we help them build tools that for diffusing the entire organization that helped every marketer
predict for every marketing initiative going to be the sales outcome I would consumer behaviors going
to be every channel and every touch points creative was working and why God created a super virtuous
feedback loop in the entire organization 30 + 11 to use them but the teams are near part of the puzzle
too many companies out there King on this journey just training their algorithms and models only on
their current content and data completely super strong with me there is nothing data and contents
Millennials that will help you to be successful with Gen Z so I advise every company out there think
outside of the box inside your direct ecosystem on who could be super relevant data and cotton
partners for you imagine and you decide to Market to Architects for the first time what do you do who
has data on architects other construction companies but they're right competitors will you go outside
your financial institutions insurances turn new consumer segment and you have that left the eye brain I
see you are not do that there is a risk you 8th grade to January the AI and then turn run the real risk of
losing that Divergence losing that super strong brand identity integrated version of marketing I was
talking about a minute ago in the Harvard study we conducted with the Boston Consulting Group in
Harvard we found that when people over rely on January the AI the collective Divergence of ideas
drops by 40% that means that new ideas don't come to the surface the true Innovation is being stifled
will you need to identify the true artist the true differentiators the true innovators of your function crack
fast prototypes to multiply their impact once they crack the great idea originated original ideas for that
so I want to close with an advice for any marketer out there are you super creative show me the
weather in the room but right now every marketer out there needs to choose their brain.