{"id":22909,"date":"2024-09-30T13:58:51","date_gmt":"2024-09-30T13:58:51","guid":{"rendered":"https:\/\/www.nobraineragency.com\/?p=22909"},"modified":"2024-10-22T13:10:04","modified_gmt":"2024-10-22T13:10:04","slug":"key-skills-for-marketing-in-an-ai-driven-future","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/","title":{"rendered":"Key skills for marketing in an AI-driven future"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22909\" class=\"elementor elementor-22909\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-097a9c3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"097a9c3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d945752\" data-id=\"d945752\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4876316 elementor-widget elementor-widget-text-editor\" data-id=\"4876316\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">There\u2019s no doubt that generative AI is already having a significant impact on digital marketing and affecting the day-to-day roles and activities of marketers across all disciplines.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Every iteration of generative AI tools comes with more features and functionality, with more potential applications in marketing. So, just like it\u2019s been ever since generative AI exploded into the mainstream with the introduction of ChatGPT in late 2022,\u00a0 it can be a major challenge just to keep up with the technology, let alone to dig into what it means for how we do our jobs (or if we even have jobs) in the future.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/www.authorityhacker.com\/ai-survey\/\"><span style=\"font-weight: 400;\">2023 survey of marketing professionals<\/span><\/a><span style=\"font-weight: 400;\"> indicates that many marketers do believe certain jobs within the sector are at high risk, such as content writers (just under 82%), email marketers (just under 43%) and social media managers (just under 34%). But the more realistic outcome is that marketing roles will evolve to include and utilise AI, rather than being replaced by it. This is about more than just marketers learning how to use AI tools well (although that is also important), it\u2019s really about what skills are needed to go beyond this and bring to the table things that AI can help facilitate but can\u2019t actually do in a meaningful way.<\/span><\/p><p><span style=\"font-weight: 400;\">In this article, we look at key skills marketers can equip themselves with to genuinely thrive, rather than just survive, through the AI revolution. <\/span><\/p><figure id=\"attachment_22920\" aria-describedby=\"caption-attachment-22920\" style=\"width: 550px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-22920\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2024\/09\/AI-stole-my-marketing-job.jpg\" alt=\"\" width=\"550\" height=\"385\" \/><figcaption id=\"caption-attachment-22920\" class=\"wp-caption-text\">How to avoid being this guy&#8230;<\/figcaption><\/figure><h2><span style=\"font-weight: 400;\">Understand how LLMs and other generative AI technologies work<\/span><\/h2><p><span style=\"font-weight: 400;\">Practically speaking, understanding the basics of how generative AI actually works, especially in relation to the tools used in marketing, is something that all marketers can do. This can be a daunting prospect, especially if you don\u2019t have a technical background, but there are some brilliant free resources out there that can be a big help.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A couple of examples of useful reading on this topic include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.semrush.com\/blog\/generative-ai\"><span style=\"font-weight: 400;\">Quick guide to generative AI<\/span><\/a><span style=\"font-weight: 400;\">, with some SEO and other marketing-related examples from Semrush.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/evolvedash.com\/blog\/heres-what-marketers-should-know-about-llms\/\"><span style=\"font-weight: 400;\">What marketers should know about LLMs<\/span><\/a><span style=\"font-weight: 400;\"> by EvolveDash.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Getting to grips with how generative AI produces what it does will help you to not only understand how you can best utilise it for your own role and business, but also identify its limitations, along with what you can bring to the party which AI cannot i.e. all of the things that are uniquely human qualities.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Practise critical and qualitative analysis<\/span><\/h2><p><span style=\"font-weight: 400;\">AI is great at handling large amounts of data and making some kind of sense of it all. However, generative AI can\u2019t apply context to insights in the same way that humans can.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Qualitative analysis<\/span><\/h3><p><span style=\"font-weight: 400;\">As an example, in content marketing and SEO, a common task to perform is a content audit on a website.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Some AI tools can be very useful in gathering data and metrics on content performance from various sources, then bringing it into one table or sheet in an organised way. You can create custom prompts that will enable AI to score pages\/content by your pre-set KPIs and highlight those that need improvement etc. But AI can\u2019t actually tell you if a specific page or piece of content is meeting the current needs of the human users you are trying to reach and connect with in terms of the information you\u2019ve providing.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Yes, it can tell you when a page was published. No, it can\u2019t tell you if the content includes references to events or cultural happenings that are now out of date and will make your content look old and irrelevant to humans.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Yes, it can tell you whether a page reaches your criteria for pageviews or engagements, but it can\u2019t tell you whether your content actually solves the user\u2019s problems informationally, whether the tone of voice is right for your specific target audience or how other websites do a better job of communicating similar things.<\/span><\/p><p><span style=\"font-weight: 400;\">Essentially, AI tools can give quantitative insights, but they fall down when it comes to qualitative information \u2013 they can\u2019t experience your content like a human actually does, because AI isn\u2019t human.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Critical analysis<\/span><\/h3><p><span style=\"font-weight: 400;\">In terms of applying critical thinking, it\u2019s all about context. Just because something is a market trend or because a competitor does something a particular way doesn\u2019t make it necessarily right for your business to do the same.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">AI can\u2019t tell you if a trend or strategy aligns with your specific brand ethos, values and objectives, or whether it will resonate with a niche segment of your audience. Only you can know this, by applying your very human experience and knowledge to the idea.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As anyone who has used generative AI tools knows, the output isn\u2019t always accurate or suitable for the intended purpose. Generative AI can\u2019t make reasoned judgements, it can only replicate or regurgitate information that it has gathered. We\u2019ve probably all seen examples of when AI tools used to produce content have \u2018hallucinated\u2019 \u2013 simply made up statistics, sources or quotes.<\/span><\/p><p><span style=\"font-weight: 400;\">Factual inaccuracies are one thing, but when humans are evaluating generative AI output, we also need to take into account any biases (based on the data fed into the tool), inconsistencies in logic and, of course, ethics.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Using similar critical analysis skills to those we used during school history lessons to assess the reliability of sources is essential when utilising generative AI in marketing.<\/span><\/p><h2><span style=\"font-weight: 400;\">Cultivate empathy<\/span><\/h2><p><span style=\"font-weight: 400;\">Depending on who you talk to, generative AI may or may not be capable of empathy. A <\/span><a href=\"https:\/\/jamanetwork.com\/journals\/jamainternalmedicine\/fullarticle\/2804309\"><span style=\"font-weight: 400;\">2023 study<\/span><\/a><span style=\"font-weight: 400;\"> found that AI chatbots scored significantly higher than medical professionals in the empathy stakes when answering the same questions from patients \u2013 but does this say more about the time pressures and potentially the communication skills within the medical profession than about AI?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Does it even matter whether empathy is \u2018real\u2019 or artificial if the human on the other end of the interaction feels heard and understood? Or is artificial empathy from AI even potentially \u2018better\u2019 than fake human empathy that pays lip service but isn\u2019t genuine?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These are important questions that no one really has the answer to yet, but in terms of marketing, AI is not capable of putting itself in the shoes of your customers in the same way that people can.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">By cultivating empathy as a marketer, you\u2019re always focusing on the customer first, rather than on your own agenda, at every stage of your strategy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Marketing isn\u2019t just about theory \u2013 it\u2019s about forming human connections, which don\u2019t always follow standard logic, and that isn\u2019t something that AI is capable of. Yet.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Use your conscience and judgement\u00a0\u00a0<\/span><\/h2><p><span style=\"font-weight: 400;\">AI doesn\u2019t have a conscience. It can \u2018learn\u2019 about what might be considered right or wrong, but this very much depends on the specific data used to \u2018train\u2019 the specific AI tool or LLM.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">From a marketing perspective, the use of conscience and judgement is absolutely essential. It\u2019s why we get someone else in our team to \u2018sense\u2019 check our ideas, or how we know when a particularly good or bad time to publish or release a particular story might be. Do very human marketers sometimes still get things wrong? Absolutely.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But the ability to use the soft skills we\u2019ve already mentioned, to put yourself in the shoes of your target audience and apply context and judgement to your marketing will help you avoid making big \u2018should have read the room\u2019 mistakes like the <\/span><a href=\"https:\/\/www.independent.co.uk\/arts-entertainment\/tv\/news\/pepsi-advert-pulled-kendall-jenner-protest-video-cancelled-removed-a7668986.html\"><span style=\"font-weight: 400;\">Kylie Jenner Pepsi advert<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><br \/><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/VogNNsQ3Gmw?si=vnFpiKNLac61YbnV\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p><p><span style=\"font-weight: 400;\">Take reactive marketing for example. A human marketer can use their conscience and experience to judge if jumping on a particular social media trend on behalf of a brand or releasing an expert comment on a trending topic is the right move. AI has limited memory and context, will not know the intricate nuances of your brand, and so is unlikely to make the same decisions and have the same attitude to risk.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Developing soft skills that work with AI marketing capabilities<\/span><\/h2><p><span style=\"font-weight: 400;\">Generative AI is here to stay in marketing, but there is still a lot of ambiguity about its role and the overlap there is with marketing professionals and their skillset. We\u2019re living in exciting times and the ostrich head-in-sand approach isn\u2019t an option if marketers want to stay ahead of the game and make the most of the opportunities in front of us.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It\u2019s essential for marketers to further hone their soft skills like those already mentioned, which complement what generative AI can do, but add a moral\/ethical safety net as well as having the bigger picture context and years of experience that can make all the difference to the success and results of marketing activity.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In practice, that means utilising AI tools when they can make our lives easier and more productive, but focusing on providing that uniquely human link when it comes to strategy, human connections and relationships. This combination means that by working together, AI and marketers can drive the industry forward into exciting new territory, while the humans stay well and truly in control of the journey.<\/span><\/p><p>If you&#8217;d like help with your marketing strategy, we&#8217;d love to talk. Get in touch using the form below.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>There\u2019s no doubt that generative AI is already having a significant impact on digital marketing and affecting the day-to-day roles and activities of marketers across all disciplines.\u00a0 Every iteration of generative AI tools comes with more features and functionality, with more potential applications in marketing. So, just like it\u2019s been ever since generative AI exploded [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":22911,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-22909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Key Skills for Marketing in an AI-driven Future - No Brainer Agency<\/title>\n<meta name=\"description\" content=\"We look at key skills marketers can equip themselves with to thrive, rather than just survive, through the AI revolution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Key skills for marketing in an AI-driven future\" \/>\n<meta property=\"og:description\" content=\"We look at key skills marketers can equip themselves with to thrive, rather than just survive, through the AI revolution.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/\" \/>\n<meta property=\"og:site_name\" content=\"No Brainer Agency\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-30T13:58:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-22T13:10:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2024\/09\/Marketers-soft-skills-blog-image.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tom Houghton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@tomashoughton\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom Houghton\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/\"},\"author\":{\"name\":\"Tom Houghton\",\"@id\":\"https:\/\/www.nobraineragency.com\/#\/schema\/person\/628f77faa26d80fbb81536258509c7aa\"},\"headline\":\"Key skills for marketing in an AI-driven future\",\"datePublished\":\"2024-09-30T13:58:51+00:00\",\"dateModified\":\"2024-10-22T13:10:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/\"},\"wordCount\":1550,\"publisher\":{\"@id\":\"https:\/\/www.nobraineragency.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2024\/09\/Marketers-soft-skills-blog-image.jpg\",\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/\",\"url\":\"https:\/\/www.nobraineragency.com\/seo\/key-skills-for-marketing-in-an-ai-driven-future\/\",\"name\":\"Key Skills for Marketing in an AI-driven Future - 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