The Impact of AI on Marketing Teams: Evolving Roles and Skills

As the end of the year fast approaches, it's only natural that many of us are thinking about the future and what it holds, particularly in the face of such rapidly emerging technology and innovation across all industries, and in all sectors.

In our case, we have already seen vast changes in the world of marketing. It's clear that the way marketing teams operate will continue to undergo significant transformations, shaped by the advancement of automation, artificial intelligence (AI), and marketing technology (Martech). These innovations are already having an impact on how we structure marketing teams, the roles within them, and the skills required to thrive in an ever-changing environment.

The Evolving Structure of Marketing Teams

In the coming years, marketing teams are expected to become more agile, data-driven, and technologically adept. In fact, HubSpot's most recent State of AI survey found that 62% of marketing leaders and 66% of business leaders have already hired new employees to help leverage AI/automation tools. 

The integration of AI and automation will streamline routine tasks, freeing up marketers to focus on strategy and creative initiatives. 90% of marketers say AI and automation help them spend less time on manual tasks, spend more time on the parts of their job they enjoy most (80%), and more time on the creative aspects of their role (79%) (Marketing AI Report 2023, HubSpot).

We envision a hybrid structure where human creativity collaborates with machine efficiency. Teams will likely be smaller but more focused, with AI handling large-scale data analysis and routine communications, while marketers tackle complex decision-making and creative processes.

Roles and Functions in Future Marketing Teams

The roles within marketing teams will evolve, with some traditional positions being automated and new ones emerging. In the 2023 State of Marketing AI Report, when asked about how AI will affect marketing jobs in the next 3 years, 40% of respondents say AI will eliminate more jobs than it creates over the next 3 years, while 36% say more jobs will be created by AI.

Here are a few roles/functions that we think are likely to become more prevalent:

1. Data Strategists and Analysts: As data becomes the cornerstone of marketing strategies, professionals who can interpret and leverage data will be indispensable. They will collaborate closely with AI and martech specialists to leverage the use of automation and artificial intelligence tools, optimising these technologies to streamline data analysis processes, automate admin tasks and enhance overall marketing efficiency. 

2. AI and Martech Specialists: Individuals who can manage and optimise AI tools and Martech platforms will play a key role in the marketing team's success. These specialists will possess a deep understanding of AI algorithms and machine learning techniques, enabling them to harness the power of AI to enhance marketing strategies. 

   Martech specialists will have a keen eye for selecting the right solutions that align with the team's goals and objectives. They will evaluate different platforms, analyse their features and capabilities, and make informed decisions on which tools to integrate into the marketing workflow.

3. Customer Experience Architects: With a wealth of data at their disposal, these professionals will design personalised customer journeys that go beyond mere transactions. Customer experience architects will have access to advanced AI algorithms that can analyse vast amounts of customer data, allowing them to create tailored experiences that resonate with individuals on a deep level. These architects will not only focus on optimising the customer journey from initial contact to purchase but also on building long-term relationships and fostering customer loyalty.

   They will collaborate closely with other members of the marketing team, such as data strategists and content creators, to ensure that every touchpoint aligns with the brand's values and objectives. By leveraging AI and Martech tools, they will continuously analyse customer feedback and behaviour data to identify areas for improvement and implement strategic changes that enhance customer satisfaction.

4. Content Curators and Creators: Despite advances in AI-generated content, the human touch in storytelling will remain crucial.

   While AI has made significant strides in generating content, the human touch in storytelling remains essential for creating engaging and emotionally resonant experiences.

   As marketing teams embrace the power of AI to streamline processes and enhance efficiency, content curators and creators will play a vital role in ensuring that brands connect with their audiences on a deeper level. They possess a unique ability to infuse stories with authenticity, empathy, and creativity, bridging the gap between brands and consumers in a way that AI-generated content simply cannot replicate.

   The art of storytelling requires human intuition, emotional intelligence, and a deep understanding of the target audience. Content curators and creators have the ability to tap into the nuances of human experience, crafting narratives that evoke emotions, spark conversations, and leave a lasting impact. 

5. Compliance and Ethics Officers: As data privacy becomes more critical, these roles will ensure that marketing practices adhere to regulations and ethical standards. These officers will be responsible for ensuring that marketing teams operate within the bounds of privacy laws, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). They will work closely with data strategists and analysts to ensure that customer data is handled securely and transparently, with explicit consent obtained for any data collection and processing activities.

   Moreover, compliance and ethics officers will play a pivotal role in developing and implementing internal policies and procedures that safeguard customer privacy. They will work with AI and martech specialists to ensure that data privacy is embedded into automated processes and algorithms, minimising the risk of data breaches or unauthorised access.

   In addition to legal compliance, these officers will champion ethical marketing practices. They will collaborate with content curators and creators to ensure that marketing campaigns are truthful, transparent, and respectful of consumer rights. They will oversee the use of AI-generated content, ensuring that it is aligned with ethical guidelines and does not manipulate or deceive consumers.

   By having dedicated compliance and ethics officers within the marketing team, organisations can demonstrate their commitment to protecting consumer privacy and upholding ethical standards. This not only builds trust and credibility with customers but also mitigates the risk of legal and reputational damage associated with non-compliance.

6. Innovation Managers: These individuals will play a pivotal role in driving the marketing team's innovative efforts by identifying and integrating new technologies into the overall marketing strategy. 

   The role of Innovation Managers will involve closely monitoring the market for emerging technologies and trends that have the potential to revolutionise marketing practices. They will conduct in-depth research and analysis to evaluate the feasibility and potential impact of these technologies on the marketing strategy.

   Once they identify potential technologies, Innovation Managers will collaborate with other members of the marketing team, such as data strategists, AI and martech specialists, and customer experience architects, to develop implementation plans. They will assess the specific needs and goals of the marketing team and identify areas where new technologies can enhance efficiency, improve customer experiences, and drive better results.

   Additionally, Innovation Managers will oversee the implementation process, working closely with AI and Martech specialists to integrate new technologies into existing marketing workflows. They will collaborate with compliance and ethics officers to ensure that these technologies comply with legal and ethical standards, particularly regarding data privacy and consumer rights.

In-Demand Skills for Future Marketing Teams

The most sought-after skills in the future of marketing will likely include:

1. Technological Proficiency: Understanding how to work alongside AI and automation tools will be fundamental.

   Being technologically proficient means not only understanding the capabilities of AI and automation tools but also knowing how to integrate them seamlessly into marketing strategies. Marketers will need to be able to navigate and utilise various platforms and tools, such as marketing automation software, AI-powered analytics tools, and customer relationship management (CRM) systems.

2. Data Literacy: The ability to analyse and apply data to marketing strategies will be crucial. In the future of marketing, data literacy will not only involve understanding how to collect and interpret data but also how to extract valuable insights and apply them strategically. Marketers will need to be proficient in using data analytics tools and platforms to uncover patterns, trends, and correlations that can inform their decision-making.

   So, how can marketers develop their data literacy skills? Firstly they can invest in continuous learning and training in data analysis and visualisation tools. There are many different certifications and qualifications available to complement the work that they do. They can also collaborate closely with data strategists and analysts to gain a deeper understanding of data interpretation and application.

3. Adaptability and Continuous Learning: With the rapid pace of technological change, marketers must be able to learn and adapt quickly. They will need to completely embrace a growth mindset and be open to continuous learning if they want to keep up.

   As new technologies and platforms emerge, marketers must be willing to experiment, take risks, and pivot their strategies accordingly. They should be able to quickly and accurately assess the potential of these new tools and incorporate them into their marketing efforts when appropriate. By embracing change and being adaptable, marketers can capitalise on emerging opportunities and gain a competitive edge.

4. Strategic thinking: It goes beyond just executing short-term tactics and campaigns; instead, it involves having a deep understanding of the market, competitors, and customer needs to develop long-term strategies that drive sustainable growth.

   Successful marketers with strategic thinking skills can envision the big picture and identify opportunities that others might overlook. They are able to analyse market trends, consumer behaviour, and industry dynamics to anticipate future challenges and capitalise on emerging opportunities.

5. Creativity and Innovation: Creative thinking will still be essential in developing campaigns and content that resonate with consumers.

   While AI and automation can streamline processes and enhance efficiency, they cannot replicate the human ability to think creatively and come up with unique ideas. Creative thinking allows marketers to capture the attention of their target audience in a way that automated tools simply cannot.

   Marketers will need to constantly push boundaries and explore new ways to engage their audience if they wish to keep up.

The marketing teams of the future will be more streamlined, with a blend of human creativity and AI-driven efficiency. The roles will shift towards data, technology, and strategy, with a strong emphasis on personalisation and customer experience. The most in-demand skills will revolve around data literacy, technological proficiency, and the ability to adapt and innovate.