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From Fear To The Future: How Marketers In The Loop Can Thrive In The AI Era

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Marketer In The Loop
October 18, 2024

From fear to the future: How marketers in the loop can thrive in the AI era

Let's confront the reality: AI and automation are advancing rapidly. The World Economic Forum says 75% of companies plan to adopt AI by 2027. That's got many of us in marketing wondering: What's our role in this AI-driven future?

Kevin Roose, New York Times tech columnist and author of "Futureproof," offers insights on this. He suggests we shouldn't try to out-robot the robots. Instead, we should focus on what makes us uniquely human.

“If you, like me, sometimes worry about your place in our automated future, you have a few options. You can try to compete with machines. You can work long hours. You can turn yourself into a sleek, efficient productivity machine. Or you can focus on your humanity and doing the things that machines can’t do: bringing all those human skills to bear on whatever your work is.”

Kevin Roose

Bringing humanity to automation

So, what can we do that AI can't? Actually, quite a lot:

  • Be surprising, social, and scarce: Cultivate skills that are uniquely human and hard to automate.

  • Leave handprints: Add that personal touch AI can't replicate.

  • Don't be an endpoint: Be a creator, not just a consumer of technology.

  • Treat AI like a chimp army (or “an enthusiastic intern”): Use it as a tool, not a replacement for your judgment.

  • Embrace the humanities: Understanding human behavior is even more crucial now.

Remember, AI excels at data crunching and pattern recognition, but it can't match our emotional intelligence, strategic thinking, creativity, empathy, and ethical judgment. These are our superpowers in the AI age.

According to Roose, the key is to adapt. As an example, use AI for initial content generation, then apply your human touch. Let AI handle routine tasks, freeing you up for high-level strategy, influencing senior leaders, and areas AI can't address. It's not about competing with AI, but collaborating with it. This human-in-the-loop approach is where the magic happens.

Preparing for tomorrow’s marketing landscape

Here are some ways we can futureproof ourselves:

  • Stay ahead of the curve on AI marketing

  • Use AI tools daily - make them visible and easily accessible (tip: add shortcuts to your favorite AI tools on your phone and laptop)

  • Collaborate with it, don’t compete, and double down on human superpowers

  • Champion ethical AI use within your organization and with your clients

  • Keep a growth mindset - remember that change is happening fast

AI is here to stay, and the marketing world is evolving. We can remain relevant and thrive by harnessing our unique human skills. 

Are you ready to be the marketer in the loop? Get involved, and be part of the change. The future of marketing is ours to shape. Let's get to it!