Having navigated the world of marketing for a significant period, I've witnessed various technological shifts. Recently, the conversation around Artificial Intelligence AI in our field has become particularly prominent. This reminds me of a specific experience where conventional understanding seemed to falter within my professional environment.

I recall an interview scenario where the premise was an open discussion about AI potentially replacing me as a marketer. This exchange, rather than a formal interview, highlighted a fundamental lack of comprehension regarding the multifaceted nature of my role. As I've mentioned in previous posts, regional challenges can sometimes impede technological adoption and understanding, and AI is certainly one of those areas in my country.

However, let's simplify the core of marketing: it's essentially "market" in its active, ongoing state. AI, in this context, functions as a tool – a sophisticated assistant that can augment and support the tasks we have always performed and continue to perform. It's designed to aid us, not to render our skills obsolete. It's worth remembering that businesses have historically adapted to fill necessary roles. If certain positions were undesirable or difficult to fill through traditional headhunting, more innovative solutions emerged – a basic principle of business.

Consider the evolution of information gathering. The millennial generation's ingrained habit of "googling it" is a direct descendant of previous eras' reliance on libraries. The fundamental human drive to seek knowledge persists, now manifesting as "Ask AI." From my personal experience, this shift is largely positive. The convenience of having an intelligent "officer" readily available for research, capable of generating customized content instead of merely providing templates, is a significant advantage. Google Assistant paved the way for this, and now various AI tools offer even more sophisticated assistance.

We've had the internet at our disposal since the 1990s. Reputable organizations established themselves to provide accurate online information, and we adapted to referencing and comparing data digitally. AI represents a further evolution of this accessibility. Just as Photoshop revolutionized image manipulation, AI offers new avenues for creative exploration, serving as a source of inspiration akin to platforms like Pinterest and Tumblr back in the day, Freepic and similar websites for designers. While I maintain personal responsibility for the strategic details of my professional work and haven't directly integrated AI into those core functions, its utility as a powerful search engine, capable of rephrasing information objectively, is undeniable. AI can provide access to a vast repository of data, but the notion that it will universally replace human marketers overlooks the nuanced and strategic aspects of the role. Instead, it can effectively address gaps where human resources may be lacking or unwilling to engage.

My initial scepticism towards tools like ChatGPT, stemming from a past experience where a superior attempted to showcase rudimentary AI usage as expertise, has not prevented me from embracing other AI applications. I actively use "Ask AI" for research, chat pods for creative brainstorming, AI to animate images for personal enjoyment, and voice assistants like Bixby (following the transition from Google Assistant) for hands-free tasks. Gemini has become a recent favourite, even assisting in generating initial creative briefs for inspiration. These tools are consistently responsive and efficient, a contrast to past experiences with human assistants who lacked basic technical proficiency. In essence, AI marketers operate through prompts, much like human marketers work towards "deliverables."

Am I afraid of AI? No. Am I excited about its potential? Absolutely. Am I worried about it replacing me? Not really. Just as AI continues to evolve, so too will the field of marketing. The fundamental act of "market-ing" will persist. Furthermore, there's a distinct benefit to interacting with a form of intelligence that can offer novel perspectives and information.

As millennials, we've arguably spent more time online and engaged with digital information than any preceding generation. In many ways, AI represents a natural progression of the tools we've been seeking. However, I do believe in the necessity of regulation to address the potential misuse of these powerful tools and to perhaps re-evaluate the perspectives of those who view every technological advancement as an opportunity for exploitation rather than genuine progress.

While AI offers remarkable capabilities in data processing, automation, and even content generation, it's crucial to remember the irreplaceable element of the 'human touch' in marketing. Marketing, at its core, is about connecting with people on an emotional level, understanding their needs and aspirations, and building genuine relationships. This requires empathy, creativity, and the ability to tap into shared human experiences – qualities that are inherently human.

AI can analyse data to identify patterns in consumer behaviour, but it cannot replicate the nuanced understanding of human psychology that informs truly resonant storytelling and brand messaging. Building trust and fostering brand loyalty often hinges on authentic human connection, something that algorithms, no matter how sophisticated, cannot fully replicate. The ability to understand unspoken needs, to inject creativity and emotional intelligence into campaigns, and to build a genuine rapport with an audience remains firmly within the realm of human marketers. In an increasingly automated world, this human element will become even more valuable, serving as the crucial differentiator in creating meaningful and impactful marketing.