Top Five Marketer Personas in an AI-First World

1 The Data Virtuoso Marketers need to continually perfect their data and analytical skills by navigating through vast oceans of data extracting meaningful patterns and harnessing the power of machine learning to predict market trends and customer behavior Kellanovaamp8217s session featuring Lu Cotterill on identifying highpotential marketing AI applications exemplify the kind of environment where Data Virtuoso marketers thrive leveraging frameworks to automate and innovate marketing processes using diagnostic predictive and prescriptive modeling Data has always been the 39oil39 in launching valuable new products and Jill Cress at HampampR Block showed us how this critical 39oil39 from 70 years of tax expertise gets activated through new personalized products like AI Tax Assist2 The Change Architect AI39s role in the marketing domain has necessitated an unprecedented level of agility and adaptation The Change Architect is someone who embraces this new era expertly guiding their organization through the transition from traditional strategies to AIinfused methodologies and ensuring effective talent engagement and alignment Marketers with the Change Architect persona draw inspiration from Shelly Palmeramp8217s predictive discussion on AI maturity which helps demystify AI and provides actionable frameworks for prioritization Michelle Froah from ETS shared how the 75year old brand used its 20year head start on AI to rebrand as an elevated and forwardthinking global educational solution triggering lifelong learning and always driving human progress3 The Relationship Catalyst Even in an automated world human connection remains at the heart of marketing The Relationship Catalyst leverages AI to deepen customer relationships and personalize experiences at scale Tripadvisoramp8217s Christine Maguire highlighted how personalizing the booking experience resulted in a 5x increase in revenue per user The Relationship Catalyst must be seen leading the charge in personalization as highlighted by sessions featuring insights from Jon Francis from General Motors and Mark Abraham from Boston Consulting Group discussing how innovative companies are setting new standards for customer engagement that taps into emotional triggers4 The Technology Alchemist The marketer who also adopts the Technology Alchemist role is an innovator who transforms basic digital interactions into a connected and seamless AIdriven consumer experience understanding the different technology requirements and how they intersect They donamp8217t have to be technologists but they need to know how to communicate with technologists and be fluent in the language of high level AI strategy and execution They are on the front lines of using generative AI learning from platforms like Amazon Ads which was featured at the ANA conference by Amazonamp8217s Guy Friedel to develop highquality brandsafe creatives that captivate audiences Technology creates a flywheel for agile content and creative processes and Chris Duffey showcased how Adobe is using GenAI to spark imagination and increase the velocity and vivaciousness of highly personalized and sticky experiences5 The Governance Guru Importantly the marketer who adopts the Governance Guru persona navigates the treacherous waters of ethics safety privacy and legality in the digital realm This expertise is crucial in ensuring that AIdriven marketing initiatives are not only effective but also responsible and compliant with evolving regulations Valuable guidance that delves into the ethical safety and legal considerations of AI are vital for leading marketers as they show proficiency in understanding and acting on the realities of risky AI ecosystem For Metaamp8217s Sy Choudhary an open system and access to tools like Llama 2 provides an opportunity to provide not just access but also to democratize the governance and safety musthaves given the benefits of addressing factual and safety errors across an interdependent ecosystem focused on data privacy In the fintech sector these security and privacy measures are missioncritical and we heard from Kevin Howard who unvieled how Allyai a proprietary cloudbased platform delivered on the supersonic speed of AI and LLM functionality while being laser focused on the data security protections and personalized human touch that consumers expectAre you an AI Marketing ExpertThe table below highlights the key questions that need to be asked by marketers for each of the five personas amp8211 those that are early in their AI learning basic questions and then those that are operating at an advanced level expert questionsBasic and Key Questions Top 5 AI Marketing Personas Copyright Equity Project For All 2024At a minimum marketers should be able to articulate at the basic question levelNext they need to evaluate their level of proficiency at the expert question level for each persona by asking themselves1 Questioning Would you be able to formulate similar questions2 Responding Would you be able to provide cogent and effective answersThe next step is for marketers to grade themselves on Questioning and Responding from 1 5 with 5 being very confident and 1 being not confident Add up the scores and divide by five Based on your score marketers can assess where they sit in the AI marketing proficiency indexEmerging Rating 12 As an emerging leader you are just beginning to grasp the possibilities of AI in their fieldProficient Rating 34 These marketing leaders can leverage AI in practical ways but may not be innovating at the highest level to unlock new growthMaster Rating 5 These are the leaders in their field pushing the boundaries of what AI can achieve in marketing They can articulate and act on sophisticated strategies that leverage AI at the highest level of complexity and business impactAs AI reshapes the marketing world these five marketer personas each play a pivotal role in leveraging AI to its full potential while ensuring that the essence of marketingamp8212creativity connection and strategyamp8212remains strong As a marketer it is critical to embrace all five of these personas no easy feat It takes a commitment to learning to applying to experimenting and to continually questioning Diving into the ANA39s AI best practices compendium picking up Shiv Singh39s latest primer on AI and listening to Paul Roetzer39s AI podcast would be valuable first stepsThe intersection of talent experience and early wins sets the stage for a future where AI elevates human marketers and their capabilities to exciting new heights driving profitable growth and a new frontier in delightfully memorable consumer experiencesPhoto Credit Modern AI Marketer by DALLE 2024Posted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Top Five Marketer Personas in an AI-First World

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Raquelle Zuzarte

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