In her article on CXL’s blog, Kylie Ora Lobell offers a comprehensive list of recommendations for how marketers can refine their skills in the face of the growing use of artificial intelligence in marketing.
Will the skills you’re learning today be obsolete by tomorrow? Is there a point to learning new things if artificial intelligence (AI) is going to do it better? Is marketing going to become completely automated, and no longer require the human touch?
After defining artificial intelligence and giving examples of how companies are already using it, Kylie recommends nine different skills that marketers should look to build in themselves to best use artificial intelligence solutions. I particularly liked how she brought in several industry authorities and incorporated their thoughts on her recommendations.
It struck me that the majority of her recommendations were focused on principles of data science and how to use those principles. With our roots in the printed catalog industry, data is our life-blood at my day job. But as most marketers attest, just gathering data doesn’t really help — it’s important for us to effectively use the data we collect. And in an environment which doesn’t use artificial intelligence, it’s very easy to collect too much data – because the “overwhelm” factor ends up rendering the data unusable. The promise of artificial intelligence that I see in my day job environment is that its use would allow some of the mundane tasks associated with analyzing data to be taken off the plate of strategists, giving them more bandwidth to make more far-reaching business decisions.