This presentation is my interpretation of how future of marketing will look like ten years from now.

1. Nupur Ratra
MKM915-SAA
152167201

2. The fear of dystopian scenario where a lot of jobs
including knowledge based would be displaced by AI rings
a bell towards the dot.com era in the late 1990s. Although,
many outcomes that were predicted are true. However, it
wasn’t the end of the world and Internet is an integral part
of today’s world. Similarly, today even though 59%
marketers fear AI would limit their professional growth.
Instead, AI is expected to take supporting roles in our
lives taking up tasks that are tiresome and time-
consuming for humans.
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The essence of AI is data, as machine feed on data and learn. Humans still determine
the model and what data sources are fed to them. Humans also retain the advantage
of deciding what should not be on the model that should override the conclusions of
the algorithm and finding solution when model breaks.
Human also decide when and where to deploy these models. For instance, multivariate
testing of content, human decides what content is going to be optimized and the
parameters for variations. Many of these human-led decisions will be about connecting
dots across different tactical automations for a larger strategy. For ex, aligning ad
spend automation with multivariate testing optimization.
Software will coordinate these tactical automations with another automations.
However, as you go higher up, there will be greater abstraction and ambiguity. And
humans are better at that. Therefore, this limits how far automation goes before human
perspective and judgement takes over higher challenges.

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Marketers will complement the raw algorithm of horsepower machine learning
with strategic, contextual, and integrative thinking. With improvement in
machine learning, the scope of software-based decision making will widen,
and AI will be able to suggest insights, interpret context and apply meaning,
thereby taking supporting roles.
As a result, Simulation will become increasingly common strategy tool, with
marketers looking to understand different scenarios and gain insight into future
actions to test drive our brand and marketing creative, content and
communication. Keeping up with continuous new waves of technology would
be an important part of marketing career development moving forward.
Today, brands like Netflix and Spotify extensively use data and AI to engage
with its customers by suggesting them content by leveraging data collected
previously. Therefore, we frequently come across the term ‘Algorithm’ today
than ever before. Chat bots are also quite common today which could be an
earlier version of AI assistance to AI marketer in the future.

5. Human talents will remain central to marketing success beyond the
realm of machines. Marketers will use creativity and imagination,
empathy with other human for understanding and persuasion,
intuition from experience. On the other hand, challenge for AI will
be that marketing resonates with culture, this isn’t something AI is
good at because it is hard to holistically represent in data as
culture is entangled with complex dynamics in psychology, society,
and contextual human experience.
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7. INFORMATION BASED CREATIVITY-
MACHINE​
Uses existing information or data to draw new
results or value for doing something in a new way
EXPRESSION BASED CREATIVITY-
HUMAN
Thinking or doing something entirely new. This
comes from our experience, our culture and
upbringing. These elements are important to
marketing like cultural context, original point of
view, smart observations and being able to think
freely.
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AI will support creative processes with
increasingly powerful search and analysis
tools which are ‘skills’ that AI are better
equipped to perform. On the other hand,
humans will leverage their ‘talents’ which is
creativity, experience, intuition, and
perspective to undertake marketing
activities.
The collaboration of AI and human in their
respective capacities will create a magical
experience. As AI will take up activities that
were expensive and time consuming,
allowing marketers to focus on their human
contributions and to work on ideas that
were previously out of reach to due lack of
time, skill, or budget. This will begin the age
of augmented marketers.

9. TINA- AI MARKETER ROHAN- HUMAN MARKETER
Tina is working in the capacity of MarTech
Coordinator for 3 years. She is an AI
designed to assist Marketing technology
related activities like analyzing data,
running simulations and suggesting
insights. She reports to Rohan, Marketing
manager.
Rohan is working in the capacity of
Marketing Manager for 5 years. He is
equipped with using most of the latest
technology. However, his core
capabilities include Strategy and budget.
He supervises Tina, MarTech
Coordinator.
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Tina- AI
Marketer
Rohan- Human
Marketer

10. As advancement in technology will continue, marketers will
learn to adapt and use technology to best of their ability. This
decade will mark as dawn of augmented marketers. Some
tasks and jobs will be displaced by AI inevitably for the good.
However, humans will still be in control of the realm of
Marketing.
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11. Brinker, Baldwin. “MARTECH 2030 — Five
Trends in Marketing Technology for the Decade
of the Augmented Marketer.” 2020,
https://chiefmartec.com/2020/10/martech-2030-
augmented-marketer-marketing-technology/.
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12. Nupur Ratra
nratra@myseneca.ca
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