4 Marketing Experts on AI & Organization
ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.
Naturally, when ANA members and other top marketers get together, the potential for a great soundbite or two is very high. For this reason, we'll be collecting and sharing the top quotes from ANA events during each month throughout 2024.
Below, you can find the top quotes from ANA speakers from March:
"Generative AI is like fire. It is fantastically useful. But it can be wildly dangerous if applied inappropriately."
— Adam Buhler, SVP and head of creative technology at Digitas
With the growing popularity and potential of generative AI tools, there comes a heightened potential for the distribution of both mis- and disinformation online. In this new reality, brand safety is under a greater threat than ever. That means your brand needs to take steps to protect itself before it's pulled into the fray. One way to do this? The ANA Public Relations Crisis Playbook, available to all members.
"I don't often hire people who are just doers. As an organization, we increasingly de-prioritize people who are in a role and expect to only do what they've been told, as opposed to someone with an opinion and a point of view ... someone who can think through how to do something differently or better."
— Torod Neptune, SVP of corporate marketing, brand, communications and CCO at Medtronic
One of the other prevailing fears with the rise of AI is the concern that the technology will soon be taking our jobs. While that may be a bit premature, it is true that AI is being leveraged more and more to execute on certain marketing functions. One way to ensure you stay valuable is by developing your soft skills, like what Neptune mentions above. Take action, take initiative, have a perspective, and you'll turn yourself into an irreplaceable member of the team. Speaking of soft skills...
"Don't try to change sales. You will lose. They have much more power in the organization than anyone in marketing. ... Instead, align."
— Sven Dellagnolo, senior director of global demand generation and marketing strategy at Lexmark
Another way to make yourself invaluable is by building relationships across your organization, tearing down silos, and creating processes that make work more efficient and profitable. One thing AI does not have is people skills. If you have those, you've got a leg up over the machines. And remember...
"AI is not the marketer. You're the marketers. AI is an enabler. AI is a tool. ...No one is competing with AI. You're competing with other marketers who are already using AI."
— Sadie Thoma, director, Americas, ads marketing at Google
One of the other skills you can begin developing to combat the onslaught of AI is by learning how to wield the tools themselves. This technology is not going anywhere, and it can sometimes be difficult to manage. People who know how to work with it and do it well will have a clear leg up over those who don't. Embrace the technology, learn to use it well, and make yourself an indispensable member of the team.
The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.
Ryan Dinger is a director of editorial and content development at ANA.