Marketing is one of the many industries that stands to be disrupted by artificial intelligence (AI.) In fact, a McKinsey study found that aside from sales, marketing is, “the single business function where AI will have the most financial impact.”
Marketing departments are already using AI to set and measure KPIs, to draft and edit copy for websites and social media, to generate visuals and more - tasks that were previously human-driven. The uncertainty of how to adjust to the rapid growth of AI is putting the industry on edge, with executives to entry level staff wondering if the future of their careers are at risk. But many are embracing the technology, recognizing its staying power and acknowledging that marketers would do well to adapt or risk becoming irrelevant.
Some predicted the mass adoption of AI technology years ago. “Edelman’s senior leadership was quick to recognize the enormous potential of AI and set-up an AI Centre of Excellence, seven years ago, not seven months ago,” says Justin Westcott, the agency’s global chair of technology.
Westcott says it’s important to have a unified AI strategy that focuses on effectiveness and ethics. “A pivotal part of our initiative was introducing a thorough code of conduct,” he says. “With clients increasingly curious about AI, our approach emphasizes cautious experimentation and continued education. While AI is evolving and these tools still emergent, its presence in the industry is undeniable.”
"Adding AI to our toolkit is a component of the business landscape today,” says Maggie Malek, Crispin Porter + Bogusky’s president of North America.
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