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GenAI is likely to assume 30% of traditional marketing's mundane tasks by 2027 in the Asia-Pacific region excluding Japan, suggests a new report from IDC. GenAI will take over jobs like, content and website optimisation, customer data analysis, segmentation, lead scoring, and hyper-personalisation, according to the report. (Source)

On Friday, we conducted another Linkedin Audio session. We discussed How AI is Disrupting Marketing Jobs. Here are the insights from the discussion.

Efficiency Replaces Headcount

A key theme was how AI enables much greater efficiency, allowing marketers to get more done in less time.

Chaitanya gave the example of how he now uses AI to create marketing pitches and simulate customer responses in just 2-3 hours, compared to weeks earlier. However, the increased productivity comes at the cost of traditional marketing jobs.

Anoop explained how earlier, teams of 5-6 people worked solely on creating images for social media posts. Now, one person leveraging AI image generation can replace that entire team.

Level Playing Field, Lower Rates

AI democratises marketing capabilities, allowing anyone to generate high-quality marketing assets.

Clients now expect agencies to use AI, and are negotiating lower rates. With DIY marketing made easier by AI, agencies must acquire more clients to make up revenues.

The ability to market and differentiate on strategy rather than just operations will be key.

Unbundling of Services

Specialised functions like market research and content creation are being unbundled as AI enables clients to get them done faster in-house.

Anoop gave the example of how an agency is no longer needed just to gather insights on a niche industry or create optimised ads and website copy. This disruption means independent experts in these areas will need to adapt.

Strategy Trumps Tactics

As AI handles the tactical, operational aspects of marketing, the panelists see marketing becoming more strategic.

Generative AI allows marketers to quickly research ideas and test hypotheses that previously took months. Anoop demonstrated how he could research and strategise a new market launch in just 1.5 hours across multiple AI tools.

Human creativity, behaviour psychology and strategic thinking will differentiate successful marketers going forward.

Continuous Learning is Non-Negotiable

With AI improving rapidly, marketers need to continuously learn new skills or risk being outdated. Old tools and workflows need to be discarded if they hinder efficiency.

As Chaitanya emphasised, generative AI is creating new types of jobs that aren’t yet clearly defined, and learning how to work with it is key. Marketing roles that leverage AI as an assistant will be most competitive.

The verdict is clear – AI is revolutionising marketing. Though some jobs will be lost, those who embrace AI and focus on strategy can thrive. With the right mindset of lifelong learning, human creativity has an exciting future alongside artificial intelligence.

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Happy Marketing!

Regards

Anoop Kurup