Marketing in the Age of AI

Generative AI is set to revolutionize the workplace, but human creativity remains essential, says marketing expert Jessica Apotheker. She discusses how marketers can leverage AI to enhance productivity while maintaining their creative edge. In the past, marketing relied heavily on creativity to meet consumer needs and craft compelling messages. However, digital marketing and analytics have already introduced more specialized skill sets. Generative AI further transforms marketing by significantly improving right-brain tasks like content creation. Apotheker emphasizes the need for marketers to strategically balance AI tools with human creativity to avoid content overload and homogenization. She suggests building a ‘left AI brain’ by integrating data scientists and engineers into marketing teams to develop predictive tools. These tools can help marketers understand audience responses, predict outcomes, and refine strategies. Additionally, she advises companies to think beyond their current data sets to avoid being trapped in their existing market segments. Finally, Apotheker highlights the importance of protecting and nurturing creative talent to ensure innovation and brand differentiation. She concludes by encouraging marketers to identify their strengths—whether in creativity or data—and develop skills accordingly.