The Next Era of Marketing Democratisation is Here: What It Means for Modern Marketers

Remember when social media platforms emerged, and suddenly, marketers weren't the only ones talking marketing in town? Content creators, influencers, personal bloggers, and social media superstars started not only taking the lead on these platforms but also joining our daily hobby of advising other marketers. But hold onto your hats because the next era is going to be far more disruptive. Just as social media and digital channels once broke down barriers, enabling content creators and influencers to change the landscape, AI is poised to do the same on an even larger scale.

Picture this: large language models and crafty machine learning algorithms doing the heavy lifting, pumping out content, optimising campaigns, and analysing data faster than you can say “marketing guru.” It sounds like a marketer’s dream, right? But here's the twist. While marketers are currently leading the charge in leveraging these tools, the masses are catching up quickly. Soon, it will be everyone's dream tool, and possibly a worst nightmare for some.

So, what does this mean for marketers, and why should you care?

I love this quote from one of the great readings at HBR: "AI might not replace humans, but humans with AI will replace humans without AI." The rise of AI tools is transforming the marketing landscape, making sophisticated capabilities more accessible than ever. This means that soon, more and more people will start leveraging these tools, and once again, everyone will be able to crowd in and tell marketers (the poorly trained ones at least) how to do their jobs. Unless marketers make the most out of AI, adapt, and evolve to meet this new reality, they risk being outshined in their field.

Where Are We at with AI Adoption?

In a survey by Foundation AI with over 300 marketers, 84% reported using AI tools like ChatGPT and Jasper daily to enhance their work performance. This shows a significant shift towards AI integration in marketing, indicating a competitive race to master these technologies.

According to the survey, 87% of respondents use AI for content creation, driven by tools like ChatGPT. These tools produce engaging and relevant content quickly, making them indispensable. The survey also revealed that AI is commonly used for keyword research, social media management, and email marketing, each utilised by around 40% of marketers.

Salesforce research revealed a notable surge in the adoption of generative AI among office workers, particularly the younger workforce. Currently, 53% of Australian professionals are actively using or experimenting with generative AI at work, up from 36% in 2023. This enthusiasm is most pronounced among Millennials (63%) and Gen Z (57%), compared to Gen X (44%) and Baby Boomers (20%).

Reflecting on this trend, Rowena Westphalen, SVP of Innovation, AI, and Customer Advisory at Salesforce Asia Pacific, noted:

“In 2023, we witnessed a surge in younger workers exploring AI. It's heartening to see the broader workforce, particularly Gen X, embracing the potential of this technology.”

Thriving in the AI-Driven Era

Alright, so how can marketers not just survive but actually thrive in this brave new world of AI? Here are a few tips to keep you ahead of the game and ensure you’re on top of the game:

Breaking Free from Tactics and Embracing Strategy

Sure, AI can churn out content like a factory, producing low to medium quality for now, but let’s face it, it’s not about winning an Effie award anytime soon. While these large language models and crafty machine learning algorithms are great for pumping out blog posts, social media updates, and even basic email marketing campaigns, they still can’t match the human touch when understanding customer nuances and building genuine connections.

Now, before you start panicking about robots taking over your job, let’s get one thing straight: AI is a tool, not a replacement. Continuous learning is no longer optional; it’s essential. If you haven’t already taken the Marketing Week Mini MBA with Mark Ritson , I highly recommend it. It's a fantastic opportunity to expand your knowledge and boost your strategic skills. You can read about my experience here.

While AI can handle tactical tasks, the strategy will always be in the hands of marketers.

Human Learning Meets Machine Learning

I will quote myself here and promise not to do this again, I believe:

Front-end users of AI tools who stick to surface-level interactions will miss out on the real value. It's the deep dive and mastery that will set you apart in the future.

AI tools are evolving faster than you can say “machine learning.” It’s not enough to just know their names - ChatGPT, Adobe Firefly, Midjourney, Stable Diffusion and others, you might want to understand how to use them effectively. Not all prompts are created equal, and these tools perform best in the hands of those who’ve put in the time to get to know them.

For a quick and effective boost, I highly recommend the LinkedIn Learning course "Advanced Prompt Engineering Techniques" by Morten Rand-Hendriksen, as well as the "AI Essentials for Marketers" learning path on LinkedIn. These courses are great for getting a deeper understanding of how to craft prompts and leverage AI tools to their fullest potential.

For the brave ones who want to take it a notch higher and design their custom GPT/LLM and generative AI tools, I had a blast experimenting with Stable Diffusion and building a custom GPT. You can't go wrong with any of these options, as long as you pick something you're passionate about and want to excel in.

So, dive in, explore, and get hands-on. The more you experiment, the better you'll understand how to make these powerful tools work for you.

Connecting the Dots

Despite the power of machine learning, turning insights into actionable results is still a distinctly human skill. Even the best tools can’t tell a story that resonates on a deeper level. No more sea of C-suites full of dudes making bland decisions. This is where your creativity, emotional intelligence, and ability to build narratives come into play. Use AI to gather and analyse data, but remember, it’s up to you to interpret it, find the hidden gems, and weave them into strategies that captivate and convert.

If you want some inspiration and solid insights, I can’t think of better storytellers than the wonderful people at LinkedIn’s The B2B Institute. They have great partnerships with industry pioneers and masters when it comes to sharing their insights and findings. If you haven't already checked them out, you're in for a treat.

Keeping It Human

AI might be capable of handling many tasks, but let’s not kid ourselves - it’s got nothing on human emotional intelligence and relationship-building. Nothing can understand and fulfil human curiosity and creativity better than humans. These elements are crucial for creating trust and loyalty among customers.

AI can help us gather insights and automate processes, but it’s up to us to use that information to connect with our audience on a deeper level. Building genuine relationships, understanding customer needs, and delivering personalised experiences are things that AI can support but not replace.

A great example is Dove's recent take on generative AI, which cleverly addresses how NOT to use our new tools. Dove has become the first beauty brand to commit to never using Artificial Intelligence (AI) to represent women in its advertising. While this doesn’t mean they won't use AI tools at all, it underscores the importance of maintaining a human touch in our interactions and communications.

Closing thoughts

The next era of marketing democratisation is here, powered by AI. Just as social media once revolutionised the field, AI is now transforming it even further, handling content creation, data analysis, and campaign optimisation. However, AI is a tool, not a replacement for human ingenuity. As more people start using these tools, marketers must adapt and evolve to stay ahead. Continuous learning and upskilling are essential for mastering AI and integrating it effectively into strategies.

AI can handle routine tasks, but it cannot replicate human creativity, emotional intelligence, and the ability to build genuine connections. Leveraging AI for data gathering while using human insights to create impactful strategies is key to thriving in this new landscape.

The conclusion is yours to draw, but one thing is certain: the next era of marketing is here, and it’s an exciting time to be a part of it.