How AI Will Impact Marketing and Human Capital
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AI is not likely to replace marketing and human capital entirely, but it will significantly impact both fields. In marketing, AI is expected to drive enormous change by automating certain tasks and providing valuable insights about the audience. However, AI cannot replace the creativity and intuition that humans bring to marketing, and it requires human oversight to ensure that it is used effectively and ethically [1][2].
Within my Advertising experience, it’s the power of diversity within teams and different ideas/perspectives that really enabled creative campaigns to be successful. It’s the overall process of bringing ideas to fruition that makes the agency process unique. It’s the creative ideas that come from brainstorming sessions, the feedback between the agency and client teams and the new insights that are created along the way that result in great synergies and successful campaigns.
Human oversight is important in Marketing, as the power of rapport and trust are so key in client relationships. Just like building any skill, it takes time, effort and skill. Emotional intelligence, understanding context, and having good communication skills in working with people are also key. It takes real-life experiences to know how to problem solve and handle situations and these are experiences that are gained through doing the day-to-day work. Personal experiences are so important, as the lessons gained from campaigns can be applied to improve and amend future campaigns.
In terms of human capital, AI has the potential to transform the way companies operate by automating many tasks that were previously done by humans. However, AI is not likely to replace human workers entirely. AI can augment their abilities to help them work more efficiently. Moreover, the ethical implications of AI in the workplace are still being explored, and companies need to ensure that they use AI responsibly and ethically [3][4].
Sources:
https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy
https://www.forbes.com/sites/bernardmarr/2022/09/09/artificial-intelligence-and-the-future-of-marketing/
https://www2.deloitte.com/us/en/insights/focus/human-capital-trends/2020/human-ai-collaboration.html
https://www.spiceworks.com/hr/hr-strategy/articles/ai-in-human-capital-management-hcm-the-what-why-and-how/
