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Today we discuss the potential change in Marketing roles impacted by the growth and adoption of genAI. With roles merging together, potential layoffs on the horizon and constant change, marketers must embrace this journey for their best chance to success.

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The Marketing Team Is A Thing Of The Past

OpenAI CEO Sam Altman predicts that within the next five years, AI will be capable of handling up to 95% of the tasks currently outsourced to marketing agencies, creative professionals, and specialists. This shift is expected to lead to the emergence of the "marketing generalist," a new type of marketer who utilizes AI tools to rapidly execute campaigns across various disciplines, including content, digital, and branding.

The current structure of marketing organizations, with its silos and inefficient campaign flows, may become outdated as AI empowers individual marketers to take on a broader range of responsibilities. Shared services, such as graphic design and copywriting, are likely to be among the first areas impacted by AI, followed by content marketing and digital marketing.

While some marketing functions, like martech and data management, are expected to remain in demand, others, such as analytics and brand/PR, may see significant changes. Product marketers are seen as the most likely candidates to transition into the role of marketing generalists.

As AI transforms the marketing landscape, organizations may adopt hybrid structures, with marketing generalists embedded in business units and geographies rather than reporting to a central CMO. This shift could lead to more responsive and accountable marketing efforts aligned with the needs of internal stakeholders.

The rise of AI in marketing is also expected to enable rapid iteration and experimentation. Marketing generalists, armed with AI assistants, could run dozens of tests in the time it takes traditional organizations to finalize a single campaign, allowing for data-driven decision-making and increased agility.

However, the transition to an AI-powered marketing landscape is likely to be challenging for many organizations. Marketers will need to adapt to new roles and responsibilities, while companies will need to invest in the necessary technology and data infrastructure to support AI-driven marketing efforts.

Despite these challenges, the potential benefits of AI in marketing are significant. Organizations that successfully navigate this shift may gain a competitive advantage through faster time-to-market, data-driven decision-making, and leaner, more agile marketing teams.

As the marketing industry stands on the brink of this transformative change, marketers must prepare themselves for the impact of AI on their roles and organizations. By embracing the opportunities presented by AI and adapting to the role of the marketing generalist, marketers can position themselves for success in this new era of AI-powered marketing.

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