As Artificial Intelligence (AI) impacts businesses at an unprecedented speed, it is no wonder that marketing professionals are striving to keep up with the constantly evolving technology, writes Lynda Dupont-Blackshaw, global chief marketing officer at Crowe Global.
It is also no surprise that some view this as a futile endeavour, given the rapid pace of change and the associated risks, choosing to wait for calmer waters before diving in.
Global Shift
Marketing teams are facing a blend of the informed, the curious, and the traditionalists. A less-than-ideal scenario as businesses globally shift towards a digital-first approach.
Marketing professionals need the confidence to use AI as well as the integrity to challenge the output. Skills that are lacking in teams where training is sparse and expectations have not been set. It is no surprise that this leads to cautious AI adoption, putting marketing teams at a disadvantage.
To address the skills gap, marketing leaders need to invest in AI learning before it is too difficult or costly to bridge the gap.
There are five reasons why marketing leaders need to advocate for training investment now:
- Efficiency
Marketing teams are all too often operating at full or near-full capacity. AI can provide additional bandwidth to teams that typically lack the luxury of time. It can support a range of marketing activities from strategic planning to execution.
This includes those labour-intensive activities such as data integration, content generation, and performance analysis.
Integrating AI enhances creativity, streamlines processes, and frees up valuable marketing resources. Moreover, there is potential for financial savings too; the initial investment in AI tools can often offset the expensive costs associated with software or agency fees.
- Boardroom
Artificial Intelligence is the hot topic in the boardroom. Business leaders are focused on utilising AI to gain a competitive edge and drive growth. Demonstrating marketing’s relevance to decision makers is crucial to securing a seat at the table.
Marketing must lead by example and integrate AI into their workflow to show how marketing can support the business goals and help drive that aspired growth.
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- Brand positioning
Increasingly, businesses are using AI initiatives to position their brands as technologically advanced. Businesses are striving to showcase a tech-driven brand that appeals to buyers interested in efficiencies that AI-powered products and solutions can bring.
Without first-hand knowledge of AI and a real understanding of the benefits and risks AI can offer, it will be difficult for marketing teams to be authentic and considered when responding to this repositioning.
- Maintaining competitiveness
As your competition harnesses AI, they will benefit from improved speed to market, increased levels of output and greater creativity.
Add to this a reduction in production times, and the competition’s marketing teams have another powerful advantage: valuable time to regroup, strategise, and plan.
- Resource Risk
There is concern about AI affecting the sustainability of marketing roles. Headlines about automation and job displacement are disconcerting. Investment in training not only provides the acutely needed skills and knowledge, but it also illustrates that marketing professionals are part of the solution.
In a resource-constrained market where staff retention is increasingly difficult and staff acquisition increasingly costly, investing in training can provide great gains on many levels.
There is no doubt that larger businesses are ahead of the curve. Established training infrastructure and funding models make it easier to upskill staff and develop their knowledge base.
However, these gains are not limited to large companies; businesses of all sizes can address the gap. Hiring with a focus on critical thinking and adaptability can play a significant role.
Critical thinking is essential for evaluating AI output, leveraging marketing expertise. Adapting working methods continuously is a challenge, but crucial to mastering AI.
When hiring marketing talent, there is an opportunity to assess the individual’s AI skills level to understand what support is needed from the start.
Embedding AI in the recruitment process clearly signals to talent what is expected from the role. Address any skill gap by offering peer support, allowing colleagues to learn AI use through first-hand observation and practice, boosting confidence and bolstering team culture.
Skill Gap
Socialising AI is another effective way to close the skills gap. Understanding from leadership how AI is utilised to develop business strategies can facilitate discussions on the potential uses for AI in marketing.
Advocating the use of AI at a senior level can help raise awareness and breed familiarity, making everyone comfortable with the opportunity it presents.
Plugging the skills gap and keeping it closed should be a constant priority for every successful marketing team. Marketing leaders who are daunted by the thought of implementing AI should relook at the plethora of benefits.
With clear quality standards in place to position integrity at the front of any AI process, marketing teams can ditch the drudgery and focus on showcasing their marketing expertise where it has greater value.
