What The New Role Of AI Looks Like In Marketing
Most businesses have some form of shared marketing services to consolidate these important functions with the aim to deliver higher value. AI-powered tools enable businesses to easily perform these commonly shared marketing services like  creating graphics, writing copy, designing websites, and analyzing data. As a result, it is projected that marketers will no longer use shared services for 90-95% of their needs. They will use AI technology.

Aided by the power of AI, the future of content marketing and digital marketing will be overseen by a single marketing professional and not a team. AI can write, optimize, and place content very efficiently, removing the need for a team of content marketers.

AI will be used to optimize digital marketing and run entire campaigns with stellar results, without needing to employ a team of digital marketing specialists. It is projected that about 1 in 10 people in content marketing and digital marketing will continue to work in these professions in 10 years.

Marketers who are adept at martech (using marketing technology tools to optimize marketing efforts) will play a leading role in the future of marketing. Businesses need someone with experience to evaluate, procure, deploy, and maintain the AI-enabled technology. Experts are forecasting that the industry will need more martech professionals going forward.

Businesses will look to current product marketers to become their new AI marketing generalists. They will no longer need a team of graphic designers, copywriters, product managers, and digital marketing specialists. Instead, product marketers (or marketing generalists) will use AI to guide marketing. With this in mind, it is expected that the number of marketing generalists required by businesses will likely increase to perhaps twice the number of product marketers today.

The need for branding and public relations experts will also decline with the increased use of AI. Businesses will seek out fewer, higher-skilled professionals to work in this area. AI will be used to ensure the enforcement of brand guidelines. As with other marketing functions, AI agents will handle brand promotion and basic PR. A small group of highly skilled brand and PR specialists will be charged with creating a brand’s voice and experiences and respond to difficult PR challenges. It is guesstimated that only one in three people who work in brand/PR today will still be working in this niche in 10 years.

While AI can do a lot of amazing things, it is only as good as the data it receives. So, those marketers who are knowledgeable about working with data (and not analytics) in the age of AI will be called upon to clean up data and feed it into customized large language models. This work will help create highly beneficial custom AI assistants, infinitely accessible customer service chatbots, and customer personalization on levels we’ve not seen before.

Likewise, a large majority of those who specialize in data analytics will find businesses instead turning to AI for this function. Under the guidance of a marketing generalist adept at using the technology available, AI will make recommendations to the marketing generalist for a decision of the course of action or take over the decision-making entirely. The need for report building and other analytics activities that produce little value on their own will rapidly decline.

With the increased use of AI for marketing, there will inevitably be a major shift in job responsibilities and corresponding job titles. As a result, the structure of marketing organizations will have to change to keep pace with evolving needs. Those who embrace AI and carve out their niche within the technology will be an important player in the future of marketing.