Humans Vs Robots

Humans versus robots? It’s not just the tech industry that needs to adapt.

Tales of tech development threatening to render roles obsolete are all-pervasive in the IT industry, but the relentless march of Artificial Intelligence (AI) advancement is infiltrating every sector as we speak. And marketing is no exception.

The latest from Marketing Week suggests that: “Programmatic buying and other automated techniques are already having a huge effect on marketing efficiency and the way the industry operates, and marketers at all levels now need to consider how AI and machine learning might affect their roles.”

But despite the dramatic delivery, it’s not all doom and gloom.

While AI is set to have – and in many areas, is already having – an incontrovertible impact on jobs and processes, skilled marketing positions are more likely to ‘shift’ than to disappear. As with every industrial revolution this country has seen, it’s about adaptation; evolution; the will to survive.

The human element

Automated interaction may serve businesses (and their customers) well in the future, but experts– will be essential in determining when, and how, technology ought to be used in this creative, consumer-focused environment. And it’s that ‘creativity’ that is the marketing industry’s saving grace.

As Marketing Week is quick to point out, “roles that involve a high level of social intelligence and original ideas are less likely to be replaced by machines.” Automation will inevitably subsume a certain degree of tasks – more than likely, data focused – but is that such a bad thing in a creative industry? Doesn’t that just free up marketing professionals to do what they do best: Innovate? Of course, in the coming years people will have to work on developing their skill set, but that’s nothing new. Times change; jobs change; industries change – and it’s up to the professionals within those industries to move with the times.

Young people entering the jobs market will emerge from a far more technology-focused upbringing and education than the majority of those whose careers are well under way, so it’s important to keep learning; keep improving. But the onus will also be on employers to support training and development as cited in our recent whitepaper, ‘Talent Mobility in post-Brexit Britain’. Keeping engagement and productivity high by equipping workers with the tools – and the learning opportunities – they need to succeed.

A technology focused future

This week, Adecco Group published its fourth GTCI Report. The Global Talent Competitiveness Index is an annual benchmarking report that measures the ability of countries to compete for talent. And this year it tells us that talent – not trade or capital – is the most powerful weapon in a country’s arsenal when it comes to transforming an economy, or indeed a business.

With a focus on technology – both its continued development in the workplace, and how it can be used to ‘augment’ human efficiency – this year’s GTCI looks beyond the hard skills traditionally associated with technological advancement, and highlights the vital importance of ‘soft’ skills (such as creativity and adaptability). Skills that are, inherently, human.

So while the onset of a global ‘AI revolution’ is impossible to ignore, it’s entirely possible to survive.

Download your free copy of this year’s GTCI report; or, if you’d like to discuss the impact of AI in greater detail, get in touch with one of our experienced consultants.


Recruitment , Marketing
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