‘Fundamental skills’: Are marketers at risk of ‘falling behind’ in the AI race?
As AI rapidly takes root within business, marketers can feel like they’re running just to stand still. But, is where AI fits strategically a bigger issue than the skills gap?
It’s hard to believe less than three years have passed since the explosive release of ChatGPT turned artificial intelligence (AI) into what felt like a marketing must-have, practically overnight.
In that short amount of time AI has evolved from a largely behind-the-scenes analytics tool, outside the day-to-day remit of most marketers, to a technology that’s used in everything from speeding up market research to creating state-of-the-art chatbots and executing international campaigns at a fraction of the cost.
There isn’t consensus on the extent to which marketers are teetering over a skills gap when it comes to AI. For some, it’s unequivocal.
