Much of the talk around incorporating AI into marketing processes – sifting through data to find trends, creating first drafts, etc. – is that it frees time for marketers to do more strategic work rather than that time-intensive work.
That’s great news if you are a seasoned marketer who already did that type of time-intensive work earlier in your career. You know what to look for and analyze, and then edit and build upon what AI produces.
But, how will we train those coming into the field so they have those foundational marketing skills? There is something to be said for doing the grunt work and “knowing how the sausage is made” so you can know what to expect and make it better.
Don’t believe me? There is already a growing body of evidence that proves fundamental skills are being lost through the use of AI.
So what do we do?
Colleges and universities are under enough pressure, so we can’t expect them to expand or add those foundational, on-the-job skills to their teaching plans.
Will brands and agencies – many of which are forced to focus on short-term ROI while trying to keep up with the latest tech – make the time to guide and train new hires if AI can do the “grunt work”?
Maybe embracing mentorship and not rushing into the latest tech is the answer. Still encourage experimentation and use of the new tech. BUT … also ensure that the next generation of leaders and strategists work with and learn from today’s experienced marketers. Developing that mentorship-tech workflow will ensure that those coming into the industry are building the proper foundational marketing skills.
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