Instead of overly relying on AI, Chris recommends that marketing leaders view the technology as a tool to elevate the marketing industry by“ focusing on what humans do best”.“ Marketing has historically been guilty of speaking too much in its own language,” he says.“ Advertisers rightly have confidence in the fact that creativity can make a huge impact on commercial results but, ironically, we’ ve not always tailored our message perfectly.” But the creative industries are changing.“ We’ re no longer in the era where you produce a great 30-second ad and that’ s the bulk of a brand’ s marketing,” explains Chris.
“ We see creative thinking combined with everything else that now sits across the customer journey: data, technology, content, CRM.“ The brands getting the most out of their marketing are stitching those pieces together, rather than treating creative as a discipline that sits apart from the rest.“ AI will make this even more important. It has the potential to enable businesses to scale connection with their customers, but poor application risks eroding the trust that earned that connection in the first place – so marketing will have an even bigger role in the future.” marketingchief. com
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