Marketing Technology

Revolutionizing Marketing: How GenAI is Transforming 4 Key ‘Jobs to be Done’

Marketing teams are embracing the transformative power of Generative AI in their daily work. From analyzing customer sentiment to automating routine tasks, professionals across various functions are finding practical applications for AI tools.

This shift is happening from the ground up as individual marketers adopt AI assistants for their daily tasks. Technology providers are rapidly developing AI agents for different job functions and offering them to businesses and customers.

Mapping AI’s impact on marketing teams

According to Forrester, the primary applications of GenAI tools in the workplace involve understanding information and generating text, followed by image, video, and code generation. These capabilities are reshaping core marketing activities.

I have identified four key “jobs to be done” categories – understand, create, enable, and execute – along with the roles that benefit the most from the transformation driven by GenAI and automation.

Understand

Understanding is crucial for all marketing activities. Market researchers, product marketers, and data analysts are using AI and automation to collect data, analyze customer sentiment, predict market trends, and transform data into actionable insights.

Create

Creation roles are experiencing immediate benefits from GenAI, as the technology generates various outputs like text, images, and videos. Communications experts, content strategists, social media managers, and designers are leveraging AI for content creation and optimization.

Enable

Data engineers and marketing technologists play a crucial role in enabling marketing execution through data optimization and implementing AI solutions at scale. They are responsible for managing data pipelines, ensuring data reliability, and designing scalable architectures for AI implementations.

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Execute

Marketing operations and field marketers are using AI to automate tasks, personalize content, and prioritize leads for campaign execution. AI-driven workflow changes will streamline processes and reduce time to market.

The integration of GenAI into everyday tools is here to stay. Embracing this technology will provide marketers with more time to focus on strategic thinking and building relationships, allowing GenAI to handle routine tasks efficiently.

Contributing authors create content for MarTech based on their expertise and contribution to the community. Their opinions are their own and are checked for quality and relevance by the editorial staff.

FAQs:

1. How are marketing teams utilizing Generative AI?

Marketing teams are using Generative AI for tasks like analyzing customer sentiment, automating routine tasks, and generating content.

2. What are the primary applications of GenAI tools in the workplace?

GenAI tools are primarily used for understanding information and generating text, followed by image, video, and code generation.

3. How do data engineers contribute to marketing transformation?

Data engineers optimize data pipelines, automate processing tasks, and ensure data reliability to enable the implementation of AI solutions at scale.

4. What benefits do marketers gain from AI in content creation?

Marketers benefit from AI in content creation by streamlining tasks like drafting emails, summarizing text, and generating personalized content for different segments.

5. How can marketing operations leverage AI for campaign execution?

Marketing operations can use AI to automate repetitive tasks, personalize content, and prioritize leads for campaign execution, reducing time to market and costs.

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