Sam Altman forecasts that AI will automate 95% of tasks currently handled by marketers, agencies, and creatives. However, despite advancements in automation, the demand for strategic human oversight remains. Most marketing tasks involve creativity and decision-making that AI is currently unable to replicate. Therefore, the future of marketing will focus on the ability to identify, communicate, and execute on intent, emphasizing the leadership role of humans in a landscape increasingly augmented by AI capabilities.
It will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly and at almost no cost be handled by the AI.
Creative work has been highly automated for some time, but, statistically, we're not working any less. The machines can't decide what work we want done.
High-level jobs, both now and in the future, will center on identifying, communicating, coordinating, and executing intent.
Business leaders need to weigh similar factors... when determining where to concentrate their efforts.
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