The landscape of marketing is transforming significantly and it is basically driven by advancements in artificial intelligence (AI). OpenAI CEO Sam Altman states that new technology has the potential to automate up to 95% of the tasks handled by marketing agencies. It is believed that the shift may pave the path for a new breed of marketers. They would be known as marketing generalists.

Altman further states that AI has the potential of revolutionize marketing by handling various tasks including creative design, campaign testing and optimization. All these are believed to be with unprecedented speed and accuracy. However, the transformative impact could reshape traditional marketing organizations and lead to more agile and efficient workforce.

Today’s marketing departments often operate in silos. Digital marketing, content marketing and brand management plays vital roles. This could result in lengthy campaign creation processes spanning several weeks due to extensive deliberations and revisions across different stakeholders.

However, the rise of AI-powered marketing generalists may lead to rapid change in the marketing landscape. They may leverage AI to execute diverse marketing functions seamlessly and minimize relying on specialized teams. Marketing generalists may utilize the tools to experiment with multiple campaign iterations and gather real-time data to inform decision-making.

The impact of AI extends beyond campaign execution and in fact to reshape entire marketing functions. Shared services like graphic design and copywriting are believed to undergo significant transformation. Similarly, content marketing and digital marketing roles may evolve or diminish as AI assumes responsibilities once handled by specialized teams.

It is true that some marketing functions would be replaced by AI, but others such as marketing technology and data management will find increased demand for skilled professionals. Their job will be to oversee AI-powered technologies and data analysis.