Navigating the AI Revolution in Marketing

Four steps to maximise AI's power while safeguarding brands and addressing ethics

Photo by Phillip Glickman on Unsplash

Over six months ago, OpenAI launched ChatGPT to the public. And ever since, marketers seem to be able to talk about little else. LinkedIn creators share endless streams of prompt ideas and new AI tools marketers should try. On the other end of the spectrum, sceptics warn about the ethical implications of using artificial intelligence in marketing operations.

When AI first hit the mainstream, I didn't know what to make of it. As strategic lead at a digital marketing agency, I was aware of the constant pressure on marketers to do more with less and could see AI's potential for scaling marketing operations. As a former journalist, though, I couldn't help but develop doomsday scenarios in which AI is used to game social media algorithms to gain maximum reach — with little regard for factual accuracy.

AI. Will Eat 90% of Your Job as a Marketer, Editor, or Writer

Yet, the world doesn't care about my feelings, and marketers will inevitably have to adapt to the new reality. I decided to go on a…