Riding the AI Wave: From Marketing Pumpkins to Carriages.

I have some news for you (*sarcasm): AI is reshaping everything. The way we work, chat, and even how we order that morning coffee (Imagine the potential for your coffee shop with AI).

Some of you might still be in the midst of figuring out what all this is about, while others are trying to follow those savvy AI pros who surf the wave with ease and fun. Either way, the AI tide is coming in fast, and if you're in marketing, you'd best get your surfboard ready.

Since last November we've been hearing about AI a gazillion times. Every time a new cheat sheet is created, or a list of the latest 100 AI tools is released, I instantly feel a surge of anxiety and FOMO (Have I missed something again?).

What's fascinating is that when you delve into these tools or discussions, they often focus on futuristic concepts, potential applications, and thrilling innovations. Yet, these often feel too distant or abstract for our day-to-day tasks.

And while I am embarking on this journey two pressing questions remain: How can I harness AI's power right now, in our current campaigns, research, or lead generation? And how to turn the pumpkin into carriage by midnight (or in 12-36 months)?

Part 1. Right Now. What are we, as a marketing function, driven by? Awareness and recognition, making an impact on the business through leads and opportunities, unleashing creativity, telling a captivating story, and delivering a promise. That's on one side. On the other, we have the ever-present conversations about costs vs. investments, the continuous lack of resources and staff, and the challenge of proving our worth.

From what I've observed and believe, leveraging AI can supercharge the productivity of our function, either by keeping costs in check or delivering a higher ROI on our investments.

With any new trend, tool, or idea, the most challenging part is taking the first step – embracing change. Here's my perspective: keep it real. Start with the little things: the annoying, repetitive stuff, the tasks that make you wanna pull your hair out. Identify bottlenecks, monotonous work, inefficiencies, and duplications in your routine. Yes, you'll still need to physically show up to work (the era of 3D avatars isn't upon us... yet). Ask the hard questions - Why I am doing what I am doing and can it be done differently? Need a hand with a specific task? There’s probably a tool for that. But don’t bite off more than you can chew.

Here are a few things that I am testing and trying out:

• SM Post Automation: scheduling posts across platforms with AI inspired or curated content.
• Enhanced Email Marketing: Platforms like HubSpot that enable first-class automation and introduce AI content assistant.
• SEO/SEA Optimization with SEO Writing Assistant in the platforms like Semrush
• Content Creation (obvious): Platforms like ChatGPT or Jasper that save hours if not days of work by crafting blog posts, articles, and engaging snippets. They can even dish out relationship advice or dinner recipes. However, you'll need to be cautious about what you put into action and ensure it resonates with your audience.
• Revolutionized Design: Canva is a game changer and dramatically reduces design hours. And Midjourney that uleashes your creativity (used to create an image for this article).
• Engaging Presentations: Some tools like Gamma offer inspiration in crafting compelling slides.
• Advanced Chatbot: to assist with various internal tasks (aka enabling recruiters to do their daily tasks faster).

Part 2. Turning Pumpkin into Carriage: The Team and Skills for Tomorrow's Marketing.

So, what does this mean for marketing teams?

The profound shift is in our approach to team structures, outcomes, and role expectations. In the traditional marketing landscape, it was straightforward: invest in a person, anticipate a set outcome. Now, with AI in the mix, we can expect an uptick in each team member's productivity. This isn't about sidelining humans in favor of machines but supercharging our inherent abilities. It does, however, compel us to revisit the skills we prioritise, the structure of our teams, and our anticipated outcomes.

Which skills are emerging as indispensable? I foresee a pendulum swing back to more holistic marketers — but this time, they're supercharged by AI. This involves rapidly adapting, grasping the overarching picture (product marketing), weaving compelling brand narratives, and ensuring an authentic, heartwarming customer experience. And let's be crystal clear: AI proficiency and data literacy will be absolute must-haves.

So if you would imagine having team of 3, I would go for:

• Data & Analytics Specialist: Interprets data, offers insights, and tweaks campaign strategies for maximum impact.
• Content and Brand Strategist: The storyteller, ensuring brand consistency and resonance across all channels. All about promise and experience.
• Product/Project Marketer: Driving campaigns from conception to realisation with a good grasp of organic and paid online strategies; with good knowledge of Channel Marketing

An extra tip? Strengthen the bond between IT and Marketing or even consider having a "Marketing Developer"!

While team size and focus might differ across businesses, one thing's for certain: we're veering away from the conventional marketing roles and heading towards a harmonious blend of Tech and Storytelling.

To sum it up, we're witnessing a marketing renaissance where technology blend with creativity. AI takes on data and prediction, while humans remain the heart and soul, crafting strategies, stories, and solutions. Just as we pondered on turning a pumpkin into a carriage, it's evident that the future of marketing requires a magical blend of old-world charm and new-age technology. Just remember, while AI might be the fairy godmother's wand, it's the human touch that breathes life into the transformation.