Two years ago, when my wife and I first landed in Stavanger, we were clueless about how things worked here. Enter Tone Indrelid, the local representative for Sammen om en jobb (SAJO), who not only helped my wife navigate the Norwegian job market but also left a lasting impression on both of us. Fast forward to today, and Tone has invited me to speak at SAJO’s “First Friday of the Month 2024” event. 

Imagine my surprise—me, giving a talk:

Now, this isn’t just any presentation; it’s my first-ever conference. 

Nerves? Check. 

Excitement? Double-check. 

And what a topic to dive into: AI’s impact on how we work, especially in marketing. It feels a bit surreal to think about how much AI has already become a part of our daily lives and how it’s shaping what’s to come. Let’s have a quick look about it, before going to the conference, shall we?

What about the future of marketing?

If there’s one industry that’s always been about staying ahead of trends, it’s marketing. The future of work in marketing is evolving at lightning speed. Let’s break down the five big of MY  expectations for the next few years:

  1. Hyper-personalization: Remember the days when a “Dear Customer” email felt personal? Those days are long gone. With tools that analyze customer behavior in real time, marketers can now craft campaigns that feel like they’ve been written just for you. But achieving this level of personalization demands advanced tools (like customer data platforms, marketing automation softwares or recommendation engines) and sharper data skills.
  2. Automation overload: From scheduling social media posts to analyzing campaign performance, automation is becoming every marketer’s best friend. It’s like having an extra team member who never sleeps, though it does make us wonder how many tasks we’ll actually need to do ourselves.
  3. New ways of storytelling: The demand for compelling stories is only increasing. Marketers are finding innovative ways to captivate their audiences, from immersive video experiences to interactive campaigns. Creativity remains the heart of marketing, but it’s being elevated by technology’s ability to reach people in unexpected ways.
  4. Data is the new oil: Marketers who can interpret data will soon be as valuable as top creative directors. Why? Because understanding analytics is about predicting trends and staying one step ahead of the competition.
  5. AI, the game-changer: Last but definitely not least, AI is reshaping the entire marketing landscape. From chatbots handling customer inquiries to AI-driven content creation tools, it’s clear that AI is no longer a future concept; it’s already here, making waves. And yes, it’s as exciting as it is a little scary.

So, what does this mean for marketers? 

Simply put, the skills needed are changing fast. The days of relying on gut instincts alone are over. Today’s (and tomorrow’s) marketers need to master both creativity and technology to thrive in this ever-evolving field.

Let’s focus on AI: What has changed and… what’s next?

For most of us, AI has become a full-fledged coworker. Over the last few years, it’s gone from a curiosity to a cornerstone of how we work. Let’s take a look at what’s already changed and what’s coming next:

  • The way we work today: AI has transformed the workplace into something we couldn’t have imagined a decade ago. It’s helping us automate boring, repetitive tasks—It really helps me to clarify and structure my ideas. Need to sift through mountains of information to find insights? AI’s got also you covered. It’s like having a supercharged assistant who never complains about overtime.
  • A shift toward strategic roles: With AI taking over the grunt work, human employees can now focus more on strategy, creativity, and problem-solving. The role of workers is evolving from “doers” to “thinkers,” which is exciting—but also a little daunting for those of us who are used to rolling up our sleeves.
  • Looking ahead to the next decade: The big question isn’t just how AI will assist us but how deeply it will integrate into every aspect of our work. Will it create new jobs or eliminate old ones? The answer is probably a bit of both. AI is likely to open up opportunities we can’t even imagine yet while reshaping or replacing roles that exist today.

So where does this leave us? 

Somewhere between fascination and uncertainty. AI is undoubtedly a powerful tool, but it’s also raising questions we need to start answering now. For instance, how do we prepare for a world where machines can do more than we ever thought possible? And will these changes ultimately make work better—or just different?

These are questions I’ll explore further in my next article: “Will AI Replace All Marketing Jobs?” Stay tuned, and let’s keep the conversation going.

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