Disregard the pessimists, says Rocketmill’s Ian Flynn. AI will transform your role instead of eliminating it. Here’s a glimpse into what future marketing careers might look like.
It is wrong to claim that the AI revolution is on the horizon. It has already arrived and is impacting the creative industry. Although some fear being replaced by machines, the reality is far more exciting. AI will be a powerful tool, but human creativity will remain essential.
Therefore, let’s dispel the misconception that AI won’t replace humans but will alter our roles. Here are my predictions on what our work might look like soon.
The Concepter
This role will encompass positions such as creative directors, directors, and creatives. The concepters will oversee all aspects involving human empathy and storytelling. Imagination will be crucial. Concepters will act as the guardians of output quality, ensuring everything produced aligns with the intended goals.
Strategic insights and briefings will be delivered more quickly. AI will analyze the market and offer comprehensive strategic insights at the push of a button, enabling faster initiation of problem-solving efforts.
The scope of ideas expands. The contestant will not be restricted by the production budget. AI will provide great outcomes faster, eliminating the need for heavy-lift shots. Skydiving kids or a tuxedo-wearing velociraptor, for example, may now be plausible options that would never have been achievable previously, requiring massive amounts of post-production. Okay, why not?
These occupations are expected to gain influence from AI. Consider an enjoyable AI chatbot that can exchange ideas with you and provide references for you to research. It may not be as successful as a creative partner, but it will help you break out of a creative rut on occasion.
The Actualiser
This category comprises art directors, copywriters, photography directors, editors, motion designers, sound designers, and graphic designers. The position will rely heavily on creative prompting. Actualisers will need to be masters of all things operational. Your craft is still legitimate, but it will most likely be used in new ways.
The software used in this function will grow increasingly advanced. AI-powered programs will simplify processes, allowing you to focus on delivering instructions rather than performing manual activities. Production will be completed with a few touches of the fingers. There will be no usual production step while creating the videos. Executional specialists may collaborate digitally to provide outputs based on the director’s vision. This will increase creative options, but it will most likely be less enjoyable. I am worried there will be no more shot loot.
You’ll need to understand what makes AI tick to perform this function. Consider AI to be a tremendously bright dog that requires an even wiser trainer. You will need to be an expert in everything related to your craft. Instead of simply doing it, you must be able to teach others how to do it.
The Protector
This is for the creative producers, operations directors, account managers, and project managers. The guardian will keep things going while ensuring that no one gets sued. This is the most difficult function to negotiate, owing to the apparent lawlessness of the current status quo, but it will become one of the most crucial as AI advances.
Knowledge of the legal context surrounding technology will be critical. AI operates on the references it is given, which is a major red flag when it comes to intellectual property. You must be able to identify issues when they develop and have a thorough awareness of the laws that are in place.
Protectors will need to be experts on every AI platform accessible. It will be their responsibility to put the proper tools in the hands of the right people and guarantee that they are used effectively. The tools for project management will be developed. Manual jobs will be decreased, and the guardian will instead be the person at the top who pulls the levers as needed. Scoping and planning will improve in speed and accuracy.
The Engineer
This job will encompass digital designers, developers, and dynamic creative optimization specialists. The engineer’s primary responsibility will be to acquire an industrial edge through product innovation. The rare breed of creatives who can code will be at the front of the queue, directing others where to go.
The engineer will need to understand how AI operates. To grasp new AI advancements and platforms, people must understand the technology and how it works. They will experiment with alternative frameworks. Early AI frameworks will provide a dynamic environment, with experimentation leading the path for dominating players.
If done correctly, this field of invention has the potential to be extremely lucrative. The solutions will benefit both your organization and your consumers. Your tools might help not just your customers and coworkers, but also your company’s competitiveness.
So that’s all… and whichever position you choose, know that everything you’ve learned so far is still useful. To be truly helpful in the context of creative advertising, artificial intelligence must coexist with human intelligence.
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