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Will marketing jobs be killed by AI? We met with Jamie Brighton, at Adobe Summit 2023*. Jamie is Product Marketing Director for the Adobe Digital Experience business. His answer to the above question is a blatant No! He sees AI as being a co-pilot of marketers in their daily tasks. A set of tools to bridge the gap between creativity and marketing ROI. To put it in a few words, marketers should not be afraid of losing their jobs. On the contrary, they should look at AI as a great opportunity to make their jobs more creative and interesting.
Will marketing jobs be killed by AI? The answer is No!
*Disclosure: Visionary Marketing is an #Adobepartner and Adobe is our client
So far, marketers have had to put up with a lot of issues in the way they are dealing with their marketing assets for their campaigns. Such assets are volatile. They keep being sent back and forth between members of the marketing teams as well as agencies. And multiple copies are being kept in various places…
In a nutshell, the ‘content supply chain process’ is broken. However, announcements made by Adobe and Publicis at Adobe Summit 2023 last week are aiming at resolving that issue.
Marketers are under pressure for creating personalised content at scale
‘It’s been fantastic to hear customers getting so excited about some of the things that we’ve been working on and announcing,’ the director of product marketing in the Adobe Digital Experience business said.
What Adobe did is ‘very much about the bringing together of the creative cloud and the marketing cloud, the experience cloud. And we’ve been infusing AI and generative AI capabilities across all those products’.
And it’s not just about the integration of Firefly in many parts of Adobe’s creative suite. ‘We’ve also been working on having AI capabilities built directly into things like the Experience Manager and Adobe Journey Optimiser, which is our omnichannel tool. So, these are fantastic ways for marketers to be creative. And more efficient, and to meet the kind of ever-expanding demands that are on them for producing high-quality content at scale.’
CX— shaping tools: the best of both worlds
All organizations need to be able to plan, create, deliver, and ultimately analyze the content that they’re producing. ‘In order to do that, they need to think about a content supply chain which goes from the ideation, thinking about the campaign, the brief, bringing together everything that you need in order to understand what you’re trying to achieve from this creative campaign,’ Jamie Brighton added.
Most of the design journey begins with tools like Adobe Photoshop or Illustrator. ‘One of the historic challenges has been that if you need to do some sort of approval or create the asset and upload it somewhere for somebody to look at, you must go out of your workflow that you’re comfortable with,’ the Director of Product Marketing went on.
‘That’s approval processes that would typically happen in a workflow tool like Workfront can happen directly within the panels of the Photoshop interface and having the various renditions of an asset approved and ready to go live on a website again, can all happen directly within the creative cloud through the Photoshop on the desktop.’
This new way of working is bridging the gap between the two parts of the marketing organization. It is definitely a major step forward.
A seamless journey
Things are moving towards a genuinely seamless integration. Even though we are in the middle of a long ‘journey, which can never be finished’.
‘We designed this seamless integration to take away the cognitive load on the creatives around where to store the assets and enable them to build great marketing assets. Without having to even think about where it’s posted or where the approval process happens.’
Does that mean one will be able to launch campaigns at the touch of a button?
The idea of launching a campaign based on the single press of a button is a pie in the sky according to Jamie Brighton. There will always be some work to do for marketers. To a large extent, AI-driven creativity tools and this seamless process will bestow more power on marketers. Which they shall use to be more creative.
‘There will still be a place for creativity in this whole process. Once you have simplified the admin element of the creative process, we are just left with the creative process,’ Jamie added.
We see AI as a co-pilot and being a co-pilot indicates that there are two people, and two entities involved in this process.
So much for those who think that marketers will be replaced by ChatGPT. If anything, our jobs will even become more interesting and more creative because AI will have taken care of all the useless and frustrating repetitive tasks.
Will Marketing Jobs Be Killed by AI?
As a result, Jamie thinks that marketers should not be afraid of losing their jobs to AI.
One Should Absolutely Not be afraid of AI
People have had to come to grips with generative AI. ‘Now, they are starting to understand the impact rather than just thinking it’s just another buzzword. I know that there are people fear-mongering about what the potential impact of AI. But we’ve been talking about the potential impacts of it for a number of years now. I was at one of the big analyst conferences in 2018, and the entire keynote was about “Will AI take away X types of different jobs?”’
Let’s be realistic, though, some of the roles will go.
‘But actually, where they go, there will be a greater opportunity in other areas to create models in the first place, to build tools that enable people to interact with AI as a co-pilot. The likes of Microsoft and Accenture are all talking about this concept of AI as a co-pilot. You will always need a human in that marketing process. What we have to do is look at where the opportunities to streamline our processes and look at where the potential opportunities are for AI to just make us happier in our jobs, basically by removing some of that mundanity, removing some of the boring stuff,’ explained Jamie.
Marketing Jobs: AI Will be Our Co-pilot
In conclusion, we marketers should not be afraid of AI. At the same time, we should prepare ourselves for many changes. If we only take things positively, such changes will be exciting opportunities to make our jobs even more interesting.
