"Grappling with innovation and changing consumer attitudes is second nature to marketers, who have already lived through many technological shifts over the past two decades. But forecasting where things are going is especially hard when it comes to modern AI, which has such unusual, non-deterministic properties. You can't just extrapolate from the state of AI today to understand where AI is going to be in five years (or one...); during this sort of a platform shift, you need to take a deeper first-principles look."
"Some things won't change. Consumers will always want products, services and experiences that resonate and meet their needs. Marketers will always want easier, faster and more effective ways to connect with consumers. But the technologies that mediate that relationship are primed to shift in the coming years in major, unprecedented ways - impacting how marketers do their work, and the customer experiences they're able to deliver."
Modern AI's non-deterministic properties prevent simple extrapolation from current capabilities to future states, requiring first-principles thinking. Consumer desires for resonant products, services and experiences remain constant. Marketers continue to seek easier, faster and more effective ways to connect. Underlying technologies are poised to shift marketing and customer experiences in unprecedented ways. The marketer role will move away from rote tasks toward strategy and creative work. AI adoption reduces time spent on manual message creation and expands opportunities for brainstorming, testing, and optimization. Brands can establish goals and guardrails while AI systems consume context, make decisions, and act on marketers' behalf.
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