5 Hot Roles Right Now


The Gist

  • AI adoption. 92% of senior marketing executives are looking to adopt generative AI capabilities.
  • Strategic shift. 75% of marketing staff’s operations will shift from production to strategic activities by 2025.
  • AI literacy. AI literacy is emerging as the next big skill that jobseekers need.

As we continue to catapult into an era of artificial intelligence, a distinct set of new marketing roles have surfaced that are shaping the industry’s frontier with a blend AI-specific skills and marketing savvy. Recruiting sites like Indeed and LinkedIn are brimming with jobs in marketing — but a close look at required skills reveals an increasing acumen for AI.

In recent survey of senior marketing executives, Optimizely found 92% are looking to adopt generative AI capabilities, and the most beneficial generative AI abilities they want marketers to embrace include code generation, image generation, audio generation, text generation and automated conversations.

Shifting Gears From Production to Strategy in the Marketing Landscape

According to HubSpot’s most recent State of AI survey, 62% of marketing leaders have already hired new employees to help leverage AI/automation tools. And Gartner expects that by 2025, organizations that use AI across the marketing function will shift 75% of their staff’s operations from production to more strategic activities.

“AI will certainly lead to a shift in how marketers manage content, impacting the tools used and the roles that make up a marketing department and this will lead to more of a need for strategists, marketing operations, and martech professionals,” Liz Carter, CMO at Reputation, said. “While you may not need to build out a big content development team, there will be an increased need for operations and strategists. Strategy development, setting a brand voice and tone — and training AI models to adhere to them — will be critical roles in the marketing department as AI models continue to evolve.”

Circuit City CMO Victor Elmann said AI skills have definitely become an essential consideration in his company’s recruitment decisions.

“We have been utilizing AI for several years, leveraging its power in areas such as personalized product recommendations, programmatic marketing and customer segmentation,” he said. “However, what has notably changed is the application of AI in creative aspects, enabling us to generate compelling copy, design impactful ads and optimize product descriptions,” Elmann said. “AI continues to transform the marketing landscape, and we recognize the need for talent with AI expertise to drive our marketing initiatives forward.”

ASAPP Chief Experience Officer Mike Lawder believes AI will drive a new marketing field of omnichannel data scientists who will work with CMOs to create marketing campaigns with greater visibility and intelligence.

“Marketers who use AI to glean actionable intelligence from their contact centers are becoming hot commodities,” Lawder said. “The days of marketing and customer service being siloed are ending thanks to newer, data-driven tech stacks that allow brands to do a much-improved job with the CX from placing an ad, to getting a purchase, to handling customer inquiries with data-supported representatives.”

Related Article: 5 Best Practices for Using AI in Your CX Strategy

Marketing & AI: Decoding the Top Skills and Roles

So, what are the hottest jobs in AI and marketing right now? Nicole Greene, VP analyst in Gartner’s Marketing Practice, said there is a growing demand in marketing for crossover abilities in data science, machine learning architecture and model validation. And some of the most sought-after skills include the ability to construct and integrate modular content elements into digital experiences, the critical thinking or investigative acuity to differentiate synthetically generated content and the editorial competence to review, refine and supervise content produced by generative AI.

Blending Bytes & Brands: Top Five AI-Infused Marketing Roles Shaping the Industry

In an interview with CMSWire, Greene said there five pivotal roles poised to reshape the marketing landscape in the age of AI.

Model Owner

Model Owners are envisioned as the nexus of business, tech and legal interests, driving transformational applications with a multidisciplinary team. This role combines marketing with a technical inclination in AI and machine learning (ML). The term “model owner” often refers to a professional who is responsible for the end-to-end process of a specific AI/ML learning model, including development, deployment, monitoring and maintenance of the model.

However, in this adapted role, they are also a liaison between multiple departments, ideally supported by a cross-functional team of experts, and serving as a link between marketing, legal and IT, ensuring that AI tools are correctly implemented and used.


Source link