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How Can Marketers Shape the Future of Human-AI Marketing?

Updated: 1 day ago

Ask AI founder Chris McLellan invites members of the marketing community to join the Collaborative Marketing Framework, an open research project that aims to reimagine the marketing function for the era of artificial intelligence.



Greetings, marketers!


Are you a marketer experiencing AI-related anxiety?


You're not alone.


Since the launch of ChatGPT, there's been a gold-rush mentality among marketing teams around artificial intelligence. Some of the pressure has come from leadership, but most has been self-imposed as we try to get ahead of the next big thing.


So far, most of this activity has been ad hoc and focused on tools. But in my opinion, it's a mistake to approach the rise of artificial intelligence the same way we that approached past technological advancements.


It's like walking into a music store and randomly picking a bass, violin, or keyboard before even deciding whether you'll be playing jazz, classical, or pop.


Unfortunately, watching YouTube videos showcasing the latest shiny objects will do little to resolve the uncertainty many marketers are currently experiencing.


In fact, it's a major cause of it.


What will help is pulling back, taking a breath, and thinking deeply about how marketing will look when artificial intelligence is approached as a virtual colleague, rather than just a collection of tools.


Marketers in the Driver's Seat


Conceptual diagram of Collaborative Marketing Framework.
Conceptual diagram of Collaborative Marketing Framework. Click to expand

There's no shortage of experts and futurists proclaiming they know what path is best, but where are the marketers?


There are some research projects being lead by vendors, but relatively few by members of the profession itself.

If marketers don't shape their own future, it will be shaped for them by vendors and technologists who may prioritize automation and narrow productivity over brand trust, long-term value, and the customer experience.

A fixation on full AI automation disregards foundational principles of consumer psychology, including the central roles of trust, uniqueness, and emotional meaning in decision making.


In addition, even tough we're still in the very early days of AI-enabled marketing, some concerning warning signs have emerged, including:


To me, that's a fast-track to undermine the value we hope AI will deliver.


Marketers belong in the driver's seat, guiding how this exciting new source of intelligence is applied.


Invitation To Shape Future of Marketing


It's important to acknowledge that feelings such as skepticism, fatigue, and even fear are normal during moments of significant change.


Marketers have spent years building skills to help organizations grow, communicate value, and create meaningful experiences for customers.


Those skills still matter, but the reality is that some will soon start to decline, while others, many entirely new, will emerge.


In my opinion, the best path forward is to face the challenge head-on by taking proactive steps to help shape what comes next.


This is your formal invitatoon to explore the Collaborative Marketing Framework and consider getting involved.





Sincerely,

Chris McLellan, Volunteer Project Coordinator, Ask AI


About Ask AI


Since 2017, Ask AI has been helping people spot the opportunities and navigate the challenges associated with the increased adoption of artificial intelligence at work. Our volunteers produce a podcast, demos, newsletter, open research, and free resource.


As an independent nonprofit, we provide a trusted, balanced perspective on this transformative technology that is reshaping the future of work and redefining professions and industries worldwide.


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