Why AI Won’t Replace Marketers or Search Engines: Insights from Jasper’s Ex-Head of Enterprise Marketing

A few decades ago, the idea of technology replacing marketing would have seemed absurd. Yet today, the rise of AI, particularly generative AI, has sparked intense debate across the industry. Will AI replace marketers or enhance their capabilities? And what does this evolution mean for search engines and content creation? Former Head of Enterprise Marketing at Jasper, Samyutha Reddy, offers perspective on why AI isn’t replacing marketers or search engines.

The thrust behind this discussion is the generative AI surge, which has potent implications for the creative sector.

So, will AI replace marketers, or will it enhance our abilities? Additionally, will AI chatbots replace traditional search engines? And what does this mean for SEO and content creation?

To delve into these questions, I spoke with Samyutha Reddy, the former Head of Enterprise Marketing at Jasper, to explore her insights on AI’s future in marketing and organic search.

Using AI in Marketing

First, let’s examine how generative AI is currently used in marketing.

The 2024 State of AI in Marketing survey highlights several tasks marketers employ AI for: content creation, research, brainstorming, learning, and data analysis.

These AI tools enable marketers to generate content swiftly, analyze vast data sets accurately, and stimulate creative brainstorming sessions, resulting in significant ROI for their campaigns.

Still, 48% of surveyed marketers worry about AI replacing their jobs. Furthermore, 69% think AI could eventually replace human workers entirely.

Here’s why Reddy and I believe that these fears might be unfounded.

Why AI Won’t Replace Marketers

1. AI Enhances Human Experience

Generative AI can research and create original content at lightning speeds. So, will it reduce the need for human content creators?

Reddy isn’t concerned. She emphasizes that while her team used generative AI daily, she was still actively hiring. Her viewpoint is, “AI augments the human experience but doesn’t replace the human within that experience. Society values writers for their thoughtful, human perspectives.”

She continues, “AI cannot replace human opinions on real topics. It merely summarizes facts. Therefore, AI can never truly replace the unique value humans bring.”

2. AI Still Has Biases

Generative AI is in its infancy and can exhibit biases and inaccuracies based on the data it processes. This is why human oversight remains crucial.

As Reddy states, “AI has biases embedded within its models. It can ‘hallucinate’ and produce random outputs. Therefore, human involvement is necessary to ensure accurate and reliable content.”

AI as a Marketer’s Tool, Not a Replacement

Rather than fearing this technology, Reddy advises marketers to embrace it. She poses an important question: “Will you embrace AI, upskill, and become top talent? Or will you reject it and cling to old methods?”

To remain relevant, Reddy suggests marketers consider reskilling. “AI will drive content creators to reskill, which has always happened with major technological shifts. Ultimately, this is beneficial.”

1. Reskilling for Future Success

AI will take over some repetitive tasks, giving marketers time to focus on creativity and strategic thinking. Reddy highlights, “AI allows marketers more time to be creative and form opinions while integrating diverse data sources.”

Think of AI as a powerful tool, not a threat. Consider the example of writing a comprehensive post on SWOT analysis. AI can quickly gather information, allowing the marketer to focus on refining and adding personal perspectives.

2. Mastering AI Platforms

Platforms like Upwork have introduced ‘Generative AI’ as a specialization, showing the significance of AI expertise in marketing.

Reddy predicts, “Marketers will soon showcase their value by becoming certified experts in using generative AI platforms.”

This expertise places marketers at the cutting edge of innovation within their enterprises.

The Future of Search Engines in an AI-Driven World

While AI handles quick answers, traditional search engines are vital for tasks like SEO optimization and competitor analysis. AI search engines may reduce traditional search traffic, but they won’t render them obsolete.

Reddy believes search engines will remain essential. “Search can combat AI’s inaccuracies by providing factual links for citation and fact-checking.” She envisions a future where chat functionalities become more prominent, akin to the success of ChatGPT.

Conclusion

So, will marketing be replaced by AI? Not any time soon. Engaging with Samyutha Reddy was enlightening. AI should be viewed as a complement to our roles, enhancing our ability to create impactful content.

Marketers must embrace AI to stay relevant and efficient. It’s a tool that allows us to focus on what truly matters: crafting content that intrigues, inspires, and challenges perspectives.

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Editor’s note: This post was originally published in February 2023 and has been updated for comprehensiveness.