CMOs (chief marketing officers) need to embrace technology such as ChatGPT and generative AI in order to be successful, as stated by Jonathan Adashek, CCO and SVP of Marketing and Communications at IBM. Adashek explained that with the disappearance of cookies, AI will become integral in serving up the appropriate content to the correct people in the right place. With data sources becoming more numerous, AI will help to cross disparate data sets faster. Adashek assures that robots will not replace marketers anytime soon, but generative AI tools will contribute to content creation without replacing humans.
While there is widespread interest in generative AI, CMOs are still realizing the potential use cases for the technology. According to Ewan McIntyre, Vice President Analyst and Chief of Research at Gartner, one possible application is to handle the resource bottleneck for content creation. McIntyre also stressed the need for marketers to incorporate technology to align with customer expectations while underlining the declining rate of utilization of technology by marketers. McIntyre insists that CMOs need to focus on prioritizing the use of technology for improved customer experiences and not fall prey to shiny object syndrome.
In conclusion, CMOs need to keep up with emerging technologies to remain relevant, identified by industry leaders at IBM and Gartner. As technology advances, the role of AI will become more significant in delivering appropriately targeted content to the consumers. However, AI will not completely replace humans, and marketers should continue to exercise their creative expertise to thrive in the new technological landscape.
