Generative AI is poised to inflict massive changes upon the marketing industry. It has the unique ability to generate content in the form of text, images, and videos. Marketing firms that take advantage of this technology will soon be able to speed up the production process for a fraction of the cost. By furnishing the machine with brand-specific directives, companies can generate dozens of outputs in a matter of seconds.
Experts within the marketing realm applaud generative AI’s potential, envisioning it as a powerful ally for human creatives in the ideation process. It can generate frameworks for marketers to expand upon and add their own creative flair in order to ultimately create a polished marketing campaign. Therefore, the traditional role of a marketing employee will shift from having to execute mundane tasks to overseeing and approving content. AI would handle tasks that could be easily served with automation, such as crafting social media captions, managing email marketing, and composing website copy.
As generative AI assimilates into workflows, organizations will face an employment restructuring. Some roles could become redundant, prompting layoffs in those positions. Copywriters and virtual assistants are particularly vulnerable. Hiring prerequisites might change as well, favoring candidates that have experience in harnessing generative AI’s capabilities. To retain relevance, marketing professionals must seek out developing their technical skills in this realm. AI will only continue to grow in influence in the coming years, and both marketing firms and their employees must be prepared for these changes.
Learn more about generative AI from the agency perspective in the following ebook.