Disruptive AI Tools Transform Marketing Landscape
When disruptive AI tools are realigning every sector and pushing for the adoption of different approaches to work, the world of marketing has not been spared. Experts discuss the new trends in marketing and how to stay relevant in the fast-paced changing environment.
While discussing creativity in marketing, Sumit Mathur, CMO of One97 Communications (Paytm), said, “For basic level marketing and to solve functional problems, one does not require a large amount of creativity. However, leveraging AI tools like Midjourney is also important, but such tools can’t take away the power of the mind and creative ideas.”
Similarly, Deepali Naair, Group CMO of CK Birla Group, said, “The most important part of the creative process will not be replaced, but the less important and routine work will be.”
As Gen AI and ML-based tools are realigning the marketing ecosystem and pushing marketers to adopt new ways of working, Naair said, “Fifteen years ago, digital marketing tools changed the marketing ecosystem, and in the second phase, AI & ML-based marketing tools (Not Gen AI) changed it again. The Gen AI tools and ways we are adapting to today are going to yet again put us on the path of realigning our ecosystem.”
On the other side, Mathur believed, “Not everything can be done through AI. For example, large-scale campaigns can’t be replicated easily.”
With technological advantages, the world of marketing is witnessing fast-paced changes and facing the challenge of remaining relevant from a strategic standpoint.
In relation to this, Naair recommends, "Marketers should prioritise conducting internal experiments to understand the potential of generative AI and consequently pave the way for future endeavors."
She advised, “We all need to be ready to learn from each other in the marketing ecosystem; it is extremely important.”
