Is generative AI coming for your marketing job?
The Media Leader Jobs
Nearly half of companies are actively exploring or developing generative AI customer service applications.
Remember the image of the Pope wearing an oversized Balenciaga white puffer jacket which went viral earlier this year?
Created using Midjourney, a generative AI tool that converts text prompts to visuals, the subsequent social media posts and column inches the image sparked created the kind of a media buzz a brand chief marketing officer can usually only dream about.
And while most traditional marketing campaigns typically involve lengthy brainstorming sessions to devise strategy, followed by various design rounds before implementing the campaign (on budget) and then presenting performance analysis back to the client, AI can arguably streamline many of the more arduous aspects, while making them more cost-effective too.
So says a recent study from Bain & Company. It surveyed almost 600 companies across 11 industries and found that 39% of respondents are already using or evaluating generative AI’s marketing capabilities to create content.
Separate research from Goldman Sachs similarly predicts that generative AI has the potential to automate 26% of work tasks in the arts, design and media.
Take Heinz’s Draw Ketchup campaign, the world’s first AI-generated advertising campaign as the perfect example of this. Created using OpenAI’s Dall-E 2 generator, it not only allowed the brand to hone in on the fact that AI identified Heinz as being synonymous with ketchup, it also created the marketing collateral to go with it.
Customer engagement and experience is also another hugely beneficial area and the research estimates that 47% of companies are actively exploring or developing generative AI customer service applications.
Achieving viral status and reaching an audience of millions aside, using generative AI tools such as ChatGPT, DALL-E and Midjourney isn’t without its perils, particularly around copyright and brand safety.
However, the Bain & Company report advocates that adopting a wait-and-see approach isn’t the safest option either.
“CMOs will need to exercise their brand guardian responsibilities carefully, managing risks and setting up guardrails (in partnership with the legal team) in areas such as intellectual property and data protection, while creating systems to respond effectively if AI–customer interactions go awry,” the report’s authors state.
“But they must also ensure that this brand guardianship doesn’t end up stifling innovation. Marketing can be one of the earliest showcases for generative AI’s ability to reinvent work.”
That being said, if you are worried about the impact AI could have on your current role, switching jobs could be the answer. And if that is the case, The Media Leader Job Board is the perfect place to start your search.
It features thousands of marketing jobs in companies that are actively hiring, like the three below.
Marketing manager, Ping Identity, London
Ping Identity uses a cloud identity platform to make digital experiences both secure and seamless. Reporting to the senior director of marketing, the marketing manager will create demand generation campaign plans for top strategic priorities, ensure campaigns are rooted in strategic segmentation, targeting and positioning (STP) and conceptualise and execute on multichannel campaigns across the prospect and customer lifecycle, ensuring the alignment of communications and messaging in all channels. You will also be required to manage content and updates for customer and internal touch points. Get more information here.
Performance marketing lead, BBC Maestro, London
BBC Maestro is a venture funded start-up, working in close collaboration with BBC Studios. As performance marketing lead, you’re responsible for developing and owning paid media activity from the ground up, from the development of strategies, creative executions, and budgets through to managing performance in a campaign lifecycle, reporting accurately on results and insights to all levels of the business. You will also be responsible for managing large budgets across paid channels such as Meta, Google and TikTok. See the full job description here.
Chief marketing officer, Wirex, London
Wirex is looking for someone who is passionate and knowledgeable about all things Crypto, Web3, the metaverse and beyond to lead its global marketing department. As chief marketing officer you will oversee all marketing operations at Wirex globally and play a significant part in driving the future and taking Wirex to the next level. Working closely with the product team, you will create long-term market and customer insight, which is key to building a scaling global organisation, focusing on our key markets and working closely with other key stakeholders.View more details here.