Sam Altman, the CEO of OpenAI, has made a surprising prediction regarding the future of the marketing industry. In his view, artificial general intelligence (AGI), a novel form of AI, will replace 95% of the tasks currently performed by marketing professionals, making AI the new backbone of marketing strategies.
Altman’s visionary viewpoint is not entirely outlandish, as the integration of generative AI into marketing tasks is already gaining momentum. Nevertheless, this forthcoming AI revolution in the marketing field is not devoid of challenges concerning data privacy, cybersecurity, intellectual property rights, and potential job loss.
In Adam Brotman and Andy Sack’s book, “Our AI Journey,” Altman outlines his prediction. He claims that nearly all tasks presently completed by marketing agencies, strategists, and creative professionals, such as creating images, videos, and campaign ideas, could be managed by AGI in a significantly cost-effective, instant, and near-perfect manner.
However, the 5% of marketing tasks Altman predicts will remain untouched by AGI provides a glimmer of hope for marketing agencies. Notably, Altman’s assertions are based on anticipated advancements in AGI, which he expects in approximately five years.
Several marketing tasks have already been delegated to generative AI algorithms, particularly since ChatGPT was made mainstream in November 2022. Despite this unprecedented scenario, marketers have successfully integrated AI into their daily workflows while preserving brand identity and voice.
Moreover, the operational efficiency of generative AI is evident. Payments company Klarna, for instance, recently revealed that its AI assistant powered by OpenAI now performs tasks equivalent to those of 700 full-time employees. This AI assistant handles customer service interactions, functions in different languages, and manages refunds and returns.
Despite the prodigiousness of Altman’s prediction, Paul Roetzer, head of the Marketing AI Institute, indicates that it’s challenging to envision what AGI means for marketing. Marketers should therefore invest time in learning about AGI, as highlighted by Google DeepMind’s report, “Levels of AGI: Operationalizing Progress on the Path to AGI”.
The report suggests that AGI advancements will unlock new human-AI interaction paradigms, influence the tools and platforms used by marketers, and bring about an evolution in the definition of intelligent behaviour in machines. It also points out the ethical and societal implications of using advanced AI technologies.
Despite Altman’s astonishing forecast, the current state of AI in marketing shows potential. A McKinsey report reveals that marketing professionals are currently leveraging generative AI to draft marketing plans, craft headlines, and produce initial campaign designs, among other tasks. In the face of these burgeoning AI trends, marketing professionals will have to remain proactive and innovative to stay relevant in the AI-dominated future.
Source: Altman’s Astonishing Forecast: AI to Overhaul 95% of Marketing Tasks.
