AI: Not Just A Marketing Buzzword
In this opinion piece, Mick O’Brien (pictured below), Datorama’s managing director for the Asia-Pacific region, explains why AI will empower, rather than replace, marketers.
With the media currently bombarding CMOs and CEOs with messages of how AI will impact the workplace, the c-suite are facing the critical question of how much their employees’ work will be automated by artificial intelligence (AI) in the coming years. Despite the influx of information and advice, marketers are still unsure of exactly what AI will do to their campaigns and programs.
Simultaneously, there is increasing industry pressure to constantly up-skill in the latest technologies, with AI topping the list. While data management is a hot topic and opportunity for marketers to use data to improve their services and customer experiences, business leaders need to realise data analysis isn’t necessarily where marketers’ passions lie.
Consequently, while data analysis is needed by brands wanting to remain competitive, marketers’ skillsets and motivations are more likely to be applicable to strategy development and creative ideation over the immediate and long-term.
By understanding how AI tools can assist with data analysis, marketers can focus on areas where they truly add most value.
The untapped value of AI
According to a recent Gartner report, CMOs are allocating 9.2 per cent of their total marketing budget on marketing analytics – the most of any capability. With a heavy reliance on marketing analytics, it becomes even more imperative for marketers to focus on value-add areas. This includes conveying data driven insights to their c-suite, developing and defending strategies to protect their budgets, and ensuring marketing teams deliver tangible results.
Furthermore, investments in marketing-specific AI tools enable marketing teams to provide in-depth analysis of large amounts of data in real-time. Making the data analysis process more efficient, AI-enabled tools can detect irregularities within data sets, freeing up time for marketers to spend efforts on up-skilling in strategies to action insights drawn from data sets. Through this strategic use of AI, marketers are enabled to thrive in strategy development and implementation, as well as creativity and driving innovation throughout the organisation.
Cross-organisational collaboration
Marketing and IT teams often fail to work collaboratively together, hindering the development of a progressive environment. In many cases, introducing AI technologies exacerbates this gap between IT and marketing teams, when in fact AI is most effective when there is cross-organisational collaboration.
Therefore, it is necessary for CMOs and CIOs to work in synchronicity to drive their respective teams to join together and propel the innovation debate within enterprises. This will invite opportunities for more seamless collaboration with other departments, including IT, finance and management teams. Whilst some marketers may perceive such collaboration as a potential threat to their budgets, progressively dynamic marketers will see this as an opportunity to futureproof their strategies with buy-in from the entire organisation.
AI will empower marketers
AI will enhance marketing jobs, not replace them. It will enable fast, data-driven decision-making, allowing marketing teams to action urgent tasks, whilst developing strategies based on actionable insights.
When decision-making capabilities are objective and data-driven, the outcomes are far greater by providing proof points and the foundations for teams to understand how to achieve success based on historical patterns influenced by subjectivity and ‘gut feel’.
Furthermore, AI enhances marketing content, and enables marketing teams to deliver personalisation at scale, using data to provide a more efficient service than ever before. According to recent global research by BCG, marketing personalisation will push a revenue shift of close to $800 billion for the 15 per cent of companies that get it right.
Ultimately, with advancements in AI technology, the day-to-day job of marketers will be altered. However, adaption is key to thriving in the future, with a focus on cross-functional collaboration driving the focus on talent development, rather than replacement. Marketing and IT teams must work together across the board, recognising that AI’s arrival isn’t imminent, it is present. Organisations wanting to stay ahead of the curve must ensure their marketing teams are employing AI collaboratively to develop strategies and innovations to help counter new market disruptors.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.