Given these developing technologies and a number of other AI applications in marketing, are the jobs of those working in the industry doomed? Justin doesn’t think it’s that simple. “It depends. The marketing space is quite diverse in terms of the spectrum of work that’s required to be done. By and large, any type of repetitive work, or work that doesn’t require any customisation or human input, is always at a huge risk of being replaced by AI, including in the marketing space,” he says.
“People who are employed to check for things like grammar and sentence structure are being replaced by software like Grammarly, but on the other hand, the likes of marketing strategists, brand strategists – those responsible for pushing out campaigns that speak to the emotional needs of people – I don’t think that sort of role is going to get replaced any time soon. I don’t think there is a risk of that happening in the next couple of decades.”
In a recent HubSpot webinar, AI marketing expert Paul Roetzer said the technology presented opportunities for marketers to push their companies, and their personal careers, to new limits. “The way I look at it for marketers right now is, it can be your competitive advantage, within your career. For your brand but also you as an individual. The more you grasp it and what it's capable of doing, and the more you start finding ways to do things more efficiently in driving performance. You may replace some of the tasks you probably hate doing anyway [and] you're going to be a better marketer.”