
## Generative AI, human knowledge and 1st party data

Artificial intelligence (AI) has traditionally been a tool for background processes and data-scientist level work in predicting user behavior at a customer base level in marketing. Industries such as gaming and tools like [Mixpanel](https://mixpanel.com/) have made use of AI to anticipate users' next actions for churn avoidance purposes. Next-best offers in retail have also played a role in increasing conversion rates.

However, a large portion of ground-level and routine work in marketing is still left to humans, such as tactical copywriting, SEO blogging, and updating brand messages. With the rise of generative AI technology, automation of these tasks is now possible, presenting significant opportunities for marketers.

Generative AI, such as GPT models, allows the creation of high-quality content in a fraction of the time it would take a human writer, dramatically increasing efficiency in marketing campaigns. This new era of AI is heavily reliant on use-case-specific data and human curation; it cannot produce super quality content without humans knowing how to utilize and customize the AI input and output based on their 1st party data and knowledge about the industry or customers.

As privacy regulations and changes continue to place a strong emphasis on the use of 1st party data in marketing, generative AI technology will amplify its importance further. Effective implementation of AI in marketing requires a deep understanding of 1st party data to customize AI tools to maximize their potential. By combining human intuition, business know-how and creativity with AI automation, marketers can drive better results and achieve greater campaign success.

As AI technology continues to evolve, it is crucial for marketing directors, CMOs, and CEOs to be prepared for the monumental shift the industry is facing. Harnessing the potential of generative AI, internal expertise and 1st party data is key to staying ahead in today's highly competitive and rapidly evolving marketing landscape.

Generative AI, human knowledge and 1st party data


## Embracing Creativity and AI - The Future of Marketing in a Rapidly Changing Landscape

The marketing landscape is undergoing a significant transformation as digital ad forms struggle to provide the high ROI once enjoyed. As a result, marketers must navigate an increasingly saturated and competitive industry. The rapid advancements in AI and automation have not only impacted ad campaign creation and optimization but have also emphasized the need for creative and engaging content to captivate viewers effectively.

In response to this rapidly evolving market, growth-oriented companies are prioritizing the achievement of profitability within shorter timeframes. This sense of urgency has led businesses to adapt their strategies and optimize their operations to maintain competitiveness and ensure long-term success. A key aspect of this accelerated push involves reevaluating workforce structures and focusing on hiring versatile professionals with diverse skills and a strong aptitude for strategic thinking and creativity. Assembling such a team enables companies to address various challenges and contribute significantly across multiple facets of the organization, streamlining processes and reducing costs.

Adopting a balanced organizational structure by hiring both generalist employees with a comprehensive understanding of the industry and specialists focusing on specific tasks helps companies stay efficient and adaptable in this ever-changing landscape. Generalists provide a broad perspective, while specialists bring depth and expertise in their respective fields, ensuring the company can excel in all areas of marketing. Furthermore, utilizing AI tools to support various tasks, even those beyond an employee's primary area of expertise, allows businesses to create a diverse and versatile team capable of meeting the growing marketing demands. This combination of generalist and specialist talent, alongside AI-driven support, ensures businesses are well-equipped to tackle the challenges of the evolving marketing landscape.

Fast problem-solving is equally critical in today's fast-paced marketing environment. As new challenges arise, companies must be able to quickly identify issues and develop effective solutions to maintain their competitive edge. By fostering a culture of collaboration and proactive communication, businesses can facilitate the sharing of expertise and knowledge among team members, ensuring that both generalists and specialists can contribute to efficient and informed decision-making.

Ultimately, the combination of a balanced workforce, with both generalist and specialist talent, coupled with a strong focus on creativity and fast problem-solving, will empower businesses to excel in the rapidly changing marketing landscape. By cultivating an environment that nurtures innovation and adaptability through new tools that creates efficiency and free time from previous time-consuming tasks, companies can stay ahead of the curve and secure their place in an increasingly competitive market.


Embracing Creativity and AI - The Future of Marketing in a Rapidly Changing Landscape


## Predictions on the future of marketing

Over the past decade, we have witnessed how AI has made a big impact on many industries, especially marketing. It has been quietly improving things like automating tasks and predicting customer behavior. These changes might be harder to see, but they have really changed how the industry works. As AI keeps getting better, like with GPT-4, marketing professionals need to adapt and be ready for even more automation in the future.

### The downturn drives efficiency

The financial downturn has left little room for error and inefficiency. As a result, many repetitive and even expert-level tasks in marketing and related fields will inevitably shift toward AI-based solutions. According to OpenAI Research, [80% of U.S. workers' jobs will be impacted by GPT](https://openai.com/research/gpts-are-gpts), leading to a massive transformation within the workforce, particularly in content creation and advertising.

The economic downturn also raises concerns about the effectiveness of digital advertising during times of uncertainty. The once-praised benefits of online campaigns will come under scrutiny, as marketers will need to step up their game to achieve results. At the same time, AI could potentially take over jobs previously considered as senior performance marketing roles. 

### Time to hustle

Many may find themselves grappling with a sense of meaninglessness in their work as automation takes over tasks once considered cutting-edge. As AI technologies progress, roles like SEO, ad content optimization, keyword research, and marketing analysis will no longer require human intervention just to do the dirty work. For a generation that seeks purpose and impact in their careers, this could lead to a demotivating realization that their skills are becoming obsolete.

There will be more thriving environment for side hustles and dynamic work opportunities. As traditional roles become more automated, professionals are freed up to explore their passions and leverage their unique skills in unconventional ways. This shift has led to an explosion of entrepreneurial ventures and the rise of the gig economy, where individuals can create diverse income streams and pursue projects that resonate with their values and interests.

In this new world of work, individuals are no longer confined to a single career path or a 9-to-5 routine. They can experiment with various pursuits, collaborate with like-minded professionals, and forge their own paths. This flexibility not only leads to personal fulfillment but also stimulates innovation and economic growth.

### Time to do business

In such a rapidly evolving environment, having a vision and a drive to excel is more important than ever. For some, the development of AI will be a blessing that helps them reach new heights in marketing. But for others, the paradigm shift may require extensive retraining and education to stay relevant in their careers.

### Remember the time when Googling was difficult?

Looking back at the early 2000s when people had to learn how to use search engines, we find ourselves at a similar turning point with generative AI. Many organizations are still unaware of its potential or just beginning to explore how to adopt this technology. Instead of viewing generative AI as a one-size-fits-all solution, it's important to recognize that it can be customized to fit multiple use cases and cater to various businesses in unique ways.

Embracing the evolution of AI in marketing is crucial for the success of businesses and professionals alike. As we move forward, companies need to invest time and resources in understanding the full range of AI applications, from content generation to data analysis, and how they can be tailored to suit their specific needs. By doing so, businesses can stay ahead of the curve, maximize the benefits of AI technology, and ensure their continued growth and competitiveness in the rapidly changing landscape of marketing.

Predictions on the future of marketing



## Maximize Your Marketing Growth with AI: Here’s How

In today's fast-paced digital world, AI is rapidly becoming a crucial tool for businesses looking to take their operations to new heights. For growth marketers, AI offers practical benefits that can help streamline operations, maximize efficiency and ultimately drive growth.

One key benefit of AI is the ability to automate routine tasks, giving marketers more time to focus on high-level strategy and creative work. From automated email campaigns to social media scheduling and content creation, AI can take the lead on time-consuming tasks and allow marketing teams to work on the bigger picture.

In addition to automation, AI can also help marketers better understand their target audience through simulations. These simulations allow marketers to test different strategies and predict audience responses, helping to tailor campaigns for optimal engagement and success.

Another benefit of AI in growth marketing is the ability to analyze large amounts of data quickly and accurately. This analysis can lead to more informed decision-making and a better understanding of audience behavior, allowing marketers to optimize campaigns for maximum impact.

Overall, AI is a powerful tool for growth marketers looking to drive on-point consumer engagement and growth. By utilizing the benefits of automation, simulations and data analysis, teams can maximize their resources and optimize their campaigns for success.


Blog/AI

Generative AI, human knowledge and 1st party data

Embracing Creativity and AI - The Future of Marketing in a Rapidly Changing Landscape

Predictions on the future of marketing

Why you should use AI to maximize growth?