While AI has not taken over marketing teams as has been feared (at least, not yet), the technology has made a definite difference in marketing roles and how marketing teams look. Let’s look at how AI has affected marketing teams and roles. 

Hybrid roles are the new normal

With almost 90% of marketers using AI tools on a daily basis, marketing roles have and are continuing to evolve. Some new hybridized roles include:

• AI-powered SEO strategist – part strategist, part analyst, and part prompt engineer.
• AI performance marketer – oversees the components of automated campaign structure, such as feed quality, creative testing strategy, and guiding machine learning systems.
• AI-first content operations manager – in addition to managing writers, they manage the scale of content creation.
• Marketing data and AI analyst – they forecast demand, build predictive models, and train internal teams to use AI output. They also see the big picture among platforms.

Human skills are still required

While AI can do many things faster and better than humans, there are still human qualities it cannot provide, such as emotional intelligence, strategic thinking, and creative problem-solving. These skills require context, judgment, and understanding of nuance and timing. While AI can understand words said by others, it cannot interpret things like inflection, facial expressions, and body language that are crucial for understanding what’s being communicated.

Updated AI tools require updated job descriptions

With new and updated job skills and tools comes the need to make sure job descriptions are in line with what is expected from potential new hires. Rather than hiring “human replacements,” the mentality should shift to hiring “AI collaborators.” Types of AI skills to be considered in job descriptions include:

• Guiding machine learning with intention and creativity
• Interpreting messy data and finding signals in the noise
• Collaborating across teams, in addition to channels
• Adapting as tools evolve, without locking in to one platform or process.

Be sure to delete manual tasks that are now being handled by automation.

As your organization incorporates AI more and more, what changes are you making to job descriptions, skills and requirements?