5 ways AI will impact me as a marketer

As a marketer I will need to evolve from seeing beyond the overt to tap into the unsaid, next frontier for me is less about speaking and more about listening – listening to the whispers of the market and the muted desires of clients. With AI playing a big role and an adversary in this journey I believe that these will be big changes which I need to align to.

A) Storytelling will be democratised in form of AI driven content. Things like storyboarding, context, emotions & characters are all amenable to being driven using AI. Open AI will help in making the transition seamless for marketers to play with multiple iteration to story & how closely it aligns to their marketing objectives.

B) Content will get hyper personalised. Each user, each customer can have the flexibility of a hyper personalised content catered to my taste. Data cues from consumer will play a critical role in helping craft hyper personalised content. Example basis my social media preferences, likes & comments, brand will be able to customise content which is catering to my tastes - in terms of colour, palette, tonality, emotional tastes etc.

C) Email marketing will be dead- Conversations will replace campaigns. Hyper personalisation will lead to conversation - dialogues no longer monologues where emails will find a place in trash bin. The power of data combined with creative storytelling from AI will push for more clicks & less trash.

D) Walking in consumer shoes will drive empathy & hence more engagement. With the power of data, hyper personalised content, predictive content & conversations marketers will seek engagement & not advertising. Time for consumer insights to be data driven & advertising agencies to revisit their payroll structure.

E) Voice will play a crucial role in blending communication with right tonality, empathy, concern & human aspect of AI. All of above combined over a voice - whether friendly, supportive, casual, naughty, or philosophical will set the tone for better message receptivity & hence less clutter. Amitabh Bachchan being a voice of Alexa or Paytm was the proof point which we all witnessed in recent past.

Future will be interesting and will need to tread with caution as it will present a significant un learning and re learnings many things we were brought up as a marketers.

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