Artificial Intelligence and the Transformation of Marketing Roles

Artificial Intelligence and the Transformation of Marketing Roles

This IDC Perspective outlines the expected impact of artificial intelligence (AI) on marketing roles. Because of the high degree of decision making in marketing, this function will be among the first to be radically transformed by AI. The document lists nearly 100 marketing use cases that AI will be capable of delivering over the next three years. IDC analysts identify the ways different roles will be changed and projects which of the current marketing roles in IDC's Worldwide Marketing Taxonomy will be most affected. Recommendations for marketing leaders on how to prepare are included."Marketing automation has already changed the marketing job more than at any time in the history of the function. AI is about to transform it again," says Gerry Murray, director with IDC's Marketing and Sales Automation service. "Marketing leaders must prepare their organizations now. Organizational structures, role composition, and workforce practices need to accommodate AI as it is already in your marketing stack."

Please Note: Extended description available upon request.

Executive Snapshot
Situation Overview
How AI Will Change the Work of Marketing
Four Types of Marketing Job Change
Work Reduction
Work Guidance
Expanded Work for AI "Helpers"
Expanded Work Requiring Uniquely Human Skills
Advice for the Marketing Leader
Which Current Marketing Jobs Will Change the Most
Essential Guidance for Marketing People Managers
Which Current Marketing Jobs Will Change the Least
New Jobs on the Horizon
Learn More
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