Welcome! At the Ehrenberg-Bass Institute for (*gulp) many decades now, I have the privilege to see a wide variety of great research, some of which is under appreciated because it was ahead of its time, and/or it missed getting the publicity it deserved. My aim for this column is spotlight some cool past research and show how this knowledge can help us with today’s problems.
Hype/angst about AI taking over jobs is rampant, and marketing is no exception. Tasks such as creating digital content, direct marketing emails, or desk market research, are now routinely done by AI products. With tasks that are repetitive or involve synthesizing vast amounts of information, human brains are competing with (and often losing against) the ChatGPTs, Bards, Geminis and Claudes of the world.
While this causes angst amongst the Assistant Social Media Managers of the world, experienced marketers are feeling more secure, trusting their experience makes them less easily replaceable by an AI tool. But how safe should experienced marketers feel?
Read the full article on MediaCat.