One of our co-founders, Kate Ross, recently addressed the inevitable changes that GenAI is bringing to the marketing industry in an article written for the New Digital Age. With increasing pressure on productivity and output, Kate emphasises that no one in marketing is immune to these shifts, whether working in-house, at an agency, or leading internal teams. The key to staying relevant is to adapt and embrace AI advancements to outpace competitors.
For Employees
Kate notes that GenAI is setting new standards for efficiency, and marketers must rise to the occasion. She suggests focusing on understanding AI tools beyond basic functions, such as learning how they process data and can personalise campaigns. Marketers should identify how these tools can enhance their specific roles, automate tasks, and allow them to focus on more strategic work. Kate also encourages employees to become AI advocates, sharing knowledge with colleagues through training and resources to ease the learning curve.
For Agencies
The traditional hours-billing model of agencies is being challenged as AI speeds up tasks like ideation, design, and animation. Kate advises agencies to reassess their billing models, potentially shifting to value-based pricing. She also stresses the importance of rapidly integrating GenAI into service offerings to remain competitive, while educating clients about the benefits and quality of AI-enabled work.
For Internal Marketing Leaders
For team leaders, Kate outlines a two-fold strategy: maximising the value delivered by agency partners and upskilling internal teams. She encourages leaders to foster discernment, helping teams identify which tasks can most benefit from AI. Supporting ongoing skill development, promoting curiosity, and building a culture of debate are also essential for staying ahead in the rapidly evolving GenAI landscape.
Kate concludes by reminding marketers that resisting AI's impact isn’t an option; the industry will continue to evolve with or without them. By navigating these changes strategically, businesses can remain agile and prepared for whatever twists and turns lie ahead.
Read the full article here.
