The Future of Human Intelligence in an AI World
As we navigate an increasingly AI-driven world it’s becoming increasingly clear that the fundamental principles of marketing still need to remain rooted in human intelligence.
Marketing has always revolved around people - both creators and customers. With AI's rapid integration into the marketing sphere, there is a risk, at least in the short term, of technology overshadowing the human touch.
However, human intelligence will always be at the core of effective marketing. As Bianca Kronemann articulates…
“The biggest risk to the wide adoption of Artificial Intelligence is losing the human centricity in it—that we forget who is at the heart of the marketing process, which is people.”
In this article, we explore both the technical and human skills marketers need to thrive in an AI-enhanced future.
Managing What AI Can Do
AI will, without question, change the way we work by making us more productive and less dependent on some specialist resources, particularly in areas such as data analysis and content creation.
So, there’s no doubt that to equip ourselves as marketers of the future, there are new technical skills that we will need to learn and master to manage what AI can do effectively.
AI and Machine Learning Literacy:
First and foremost, marketers will need to be literate in AI and machine learning. This includes understanding the basics of AI, such as how algorithms work and the types of problems they can solve. Proficiency with AI-driven tools, such as GPT-4, Gemini, Claude and Perplexity for research, curation, content creation, personalisation, and predictive analytics, will also be essential. Additionally, marketers must become adept at prompt engineering to craft effective AI prompts that elicit accurate and reliable information.
Data Analysis and Interpretation:
Marketers will need to know how to improve their proficiency in analysing data, identifying market trends, improving campaign performance and providing real-time insights into consumer behaviour by using AI tools to automate and simplify the processes. The ability to use AI tools for data collection, data preparation, pattern identification, trend analysis and predictions will be key to improved productivity in this area.
Content Creation and Management:
Content creation, optimisation and management will also see significant transformation. By leveraging AI tools, marketers will be able to create and optimise content more efficiently. They will need to be adept at ‘specifying’ the desired content type, style, tone of voice and quality required in a way that enables AI tools to generate it effectively. AI tools can also help facilitate collaboration on content creation by generating content topics, creating briefs, assigning tasks and proofreading content.
Continuous Learning:
Continuous learning will be critical in an AI-driven world. Marketers will need to stay updated with the latest AI technologies, trends, and best practices. Openness to continuous learning and adapting to AI and marketing technology's rapid changes will be essential for sustained success. Developing these skills will enable marketers to harness AI's power effectively, leading to more efficient and impactful marketing efforts.
Doing What AI Can’t Do
While AI is transforming marketing, there are many areas where human skills remain irreplaceable…
Strategic Vision and Thinking
Strategic vision and thinking are fundamental marketing skills. Marketers need to continue developing long-term strategies that align with business goals and market trends. Being able to anticipate market shifts and prepare for various future scenarios through strategic foresight will also be crucial. Creating marketing strategies that leverage AI to achieve business goals effectively will be a vital part of our role, as will developing content strategies that integrate human creativity with AI-generated content to ensure relevance and engagement.
Creative Thinking
Creative thinking is another domain where humans excel over AI. Original ideas and innovative campaigns that capture attention and differentiate brands are irreplaceable. Crafting compelling narratives that emotionally resonate with audiences is a uniquely human skill. Combining human creativity with AI capabilities to create novel marketing solutions is an area where marketers can truly shine.
Emotional Intelligence
Emotional intelligence plays a significant role in effective marketing. Understanding and empathising with customer emotions, needs, and pain points is vital for forging meaningful connections. Being able to build and nurture authentic relationships with customers, partners, and stakeholders will continue to be essential for ensuring trust and loyalty.
Ethics, Judgment, and Privacy Awareness
Ethics, judgment, and privacy awareness are areas where human intervention is particularly important. Navigating ethical dilemmas and upholding brand integrity and societal values is paramount. Handling crises and being able to assess reputational risks with sound judgment will remain critical skills. Understanding and giving careful consideration to AI's ethical implications, including data privacy and bias, will be essential, as will staying updated with regulations like GDPR, CCPA, and other privacy laws.
Human Touch in Customer Interaction
The human touch in customer interaction cannot be entirely replaced by AI, so continuing to provide a personalised experience in customer service and engagement will be crucial, along with being able to grasp the nuances of customer interactions and responding appropriately in real time.
Leadership and Team Management
Leadership and team management are vital human skills in the marketing world. Leading and inspiring teams, fostering collaboration, and motivating individuals to drive success will remain pivotal, as will being able to guide organisations through change and ensuring smooth transitions in adopting new technologies.
Cultural and Social Awareness
Cultural and social awareness are essential when running global marketing campaigns, so understanding and respecting cultural differences will continue to be necessary for creating effective campaigns. Being able to identify and capitalise on emerging social trends and cultural movements will also be key to keeping brands relevant.
Problem-solving and Critical Thinking
Problem-solving and critical thinking are areas where human intuition and experience are indispensable. Being able to tackle nuanced, multifaceted problems will be vital along with being able to analyse data, trends, and strategies critically to make informed decisions beyond algorithmic recommendations. A thorough understanding of market research, including what to explore and the methodologies and tools to use, will also be important for informed decision-making.
Adaptability and Learning Agility
Adaptability and learning agility are crucial for growth in a rapidly changing environment. Continuously learning and adapting to new tools, technologies, and methodologies is crucial for growth and demonstrating resilience and adaptability in the face of rapid change and uncertainty will continue to be an essential marketing skill.
Collaboration and Communication
Collaboration and communication are necessary for implementing AI solutions effectively. Working collaboratively with data scientists, IT professionals, and other stakeholders will be vital, along with being able to clearly communicate the benefits and limitations of AI-driven marketing strategies to non-technical stakeholders to ensure understanding and buy-in.
To sum up…
By continuing to hone these skills, whilst learning to master new technology, marketers can complement AI's capabilities and deliver a holistic, human-centred approach to marketing that machines alone cannot achieve. AI can also help us overcome weaknesses and serve as a superpower if used strategically. This blend of human creativity, empathy, and strategic insight with AI's analytical power will be crucial for success in the evolving marketing landscape and the route to even greater success!
As Marie Gulin-Merle, VP of Google said in a recent article…
“The mindset of not being afraid of the technology is very important. We say, ‘You're not competing with AI. You're competing with other marketers using AI.’ It is really an assistance to the work. It's that complement to the work, If we zoom in and look at the marketing function, I think what feels different is the velocity. You can iterate very fast, you can produce.”
About the Author
Di Tunney is the founder of Di Tunney Marketing and has been a consultant and practitioner in marketing and market research for over 25 years. Di’s experience has involved working across a wide range of business sectors and types of organisations and she is a strong advocate of continuing to apply traditional marketing principles within a fast-moving digital world!
She is a Fellow of the CIM and Vice Chair, Communications for the Midlands Region