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- เผยแพร่เมื่อ 11 ธ.ค. 2023
- Generative AI is poised to transform the workplace, but we still need human brains for new ideas, says marketing expert Jessica Apotheker. She explores how marketers can find their niche in the world of AI based on their preference for data or creativity, offering a pragmatic and hopeful look at the future of business.
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The speaker, Jessica Apotheker, is a marketer who is interested in the impact of generative AI on marketing.
She argues that generative AI will have a major impact on marketing, but that it is important for marketers to be prepared for this change.
One of the ways that generative AI will impact marketing is by automating many of the tasks that are currently done by humans. This will free up marketers to focus on more strategic work.
Another way that generative AI will impact marketing is by personalizing content to a much greater extent than is currently possible. This could lead to more effective marketing campaigns, but it could also lead to content overload for consumers.
Apotheker argues that the key to success in the age of AI is for marketers to develop a "left AI brain" in addition to their right AI brain. The left AI brain is responsible for data analysis and logic, while the right AI brain is responsible for creativity and intuition.
Apotheker also argues that it is important for marketers to protect their brand identity in the age of AI. This means being careful not to let AI generate content that is inconsistent with the brand's values.
Finally, Apotheker advises marketers to focus on what they are good at. If you are a creative person, then focus on developing your creative skills. If you are a data-driven person, then focus on developing your data analysis skills.
I hope this summary is helpful!
It actually was helpful, thanks
thanks
the point about why personalized content is bad is not summarized aptly. she placed more importance on the convergence of what is pushed at you (and also content overload)
Amazing :) Thanks
how did you do that
This TED talk is so needed now in all age groups not just for businesses but anywhere... whoever is using AI or anyone who is improving their computer skills not to depend totally on AI but use original ideas and cultivate inner creativity. it doesn't matter how gigantic AI will grow in a few months or a couple of years, we humans must continue to generate new ideas and bring out the best in our brains.
BIll Hick's opinion on marketers was right. Internet was great when it was my friends posting stuff without concern of it being an advertisement. Now all I see on social media, even from my friends, ads. All ads. So I don't use it much anymore. If I do I'm hyper aware I'm opening my advertisement viewing apps.
Seeing the same advertisements and content on social media in a bigger amount and sounding the same is a real threat. Very insightful. Thank you!
00:08 Generative AI will drive the next big productivity revolution.
01:28 Marketing is evolving from traditional to specialized skills.
02:50 AI is transforming marketing activities.
04:11 Marketing and other functions need to adapt to the impact of AI on content
05:36 Using predictive AI tools for marketing decision-making.
07:06 Training AI only on current data can trap brands in their current territory.
08:19 Over-reliance on generative AI can stifle innovation in marketing.
09:30 Marketers need to reskill to use AI effectively.
We need to ditch the dichotomies and focus on continuums. My brain is both 'left' and 'right'.
What impacts me the most it is what she has told about, our ideas being the core of AI. So, there is time to keep creating, for more to be generated. ❤❤ loving it 🎉
It means tha we might see a future in which only original thinkers will have opportunities.
Unfortunately Jessica’s presentation is deeply flawed. Companies invest in technology solutions to increase productivity and efficiency so they can in turn cut costs and save money. Investment in office voicemail and email meant that there was no longer a need for secretaries in the late eighties and into the early nineties. The goal of investment in spreadsheet software was not to provide staff accountants with leisure time but to make them more efficient so they could individually do more work. Investment in AI will have the same impact on many jobs and fields including marketing and those that can keep their jobs will be asked to do more, and those without jobs well, time will tell. Maybe they will find work writing personal letters for those who are too busy because of the demands of their jobs.
Jessica Apotheker's insights into the influence of AI on marketing are truly enlightening. Her perspective on how generative AI will transform the workplace, while emphasizing the irreplaceable value of human ingenuity in ideation, is a refreshing balance. I appreciate her exploration on how marketers can navigate this evolving landscape. This TED talk is a must-watch for anyone engaged in the industry. Looking forward to witnessing these changes unfold!
it was totally chatgpt- generated, you could tell by her pauses and words
@@edum.6353You are clearly attempting to be facetious. I’m actually impressed by her presentation abilities, especially considering she is clearly presenting in a language that is her second language, but still I agree with you that her presentation content and message is very weak. Her conclusion that creative, critical thinkers are more valuable than AI makes her argument unnecessary - creativity, critical thinkers are more valuable that AI efficiency tools, got it. The beginning of her presentation is also flawed as investment in technology is never about providing more leisure time, but more about having less people do more work. AI productivity tools will result in the need for less marketers - teams of 30 marketers already sound anachronistic.
Damn, Jessica Apotheker nailed it on AI in marketing. Speaking of marketing tools, DoYouMail is insane. Unlimited email accounts and automatic DNS setup make cold emailing smooth. Give it a shot!
This will be an Accelerating International market, which will develop over time... Ted is usually ahead of the curve..!!
People do still not realise how impactful AGI will be. It will vastly outdo the impact of the discovery of fire, or electricity. By a factor of thousand. This lady lives in a fantasyland that may exist for a couple of years, while AGI is still in its infancy, and then completely vanish.
If it falls into the wrong hands, it may happen what are you saying
whatever hands it falls in, it will happen. The world in 10 years will be completely unrecognisable. The end of fossil fuels. Free energy. It will be messy. Putin: gone, Arab countries:insignificant.Just 2 minor things.@@joaquinmontero9081
The main point to your thesis is not clear. You're suggesting that the subject she's talking about is going to be incredibly impactful - but then you mentioned that she lives in a fantasy land. She's highlighting the machine - human interaction and you're only highlighting one side of it. Why?
When Ai reaches AGI, everything will be done by it (even marketing) and after that it’ll become super intelligent even sooner than it became AGI. It’s basically gonna be like god to us and we won’t understand it unless we level up😅 Point he is making is that Ai might help humans with marketing till it reaches AGI, but once it does reach AGI, then we’ll have to find something new to do, nobody knows now but we will know eventually.
Of course. Comparing AI tools to productivity tools as word processing and spreadsheet is a joke 😅
In the constant search for greater efficiency, quality of life diminishes and people are just seen as "consumers". Sad.
Bold of her to assume that AI will not straight up replace marketing people alltogether. I very much doubt that AI will fail at creativity.
This felt so vague and like a business meeting with a boss who just throws keywords around.
I completely agree! Consultants do what they do best 🤡
Be late to realizing the truth, then at the point you've seen the bitter reality that humans have become primitive animals you'll be too late to input kind of effective measurements. Which unfortunately seems to be how the majority of people think right now lol
Your words would actually mean something if you are someone who works in marketing.
Not saying that you have no right to comment.
It is just that that is what lacks in the comment section. Like blind people leading the blind. Meh
💯
did autopilot replace pilots?
felt like an ad for Boston Consulting Group. Not where I would turn for creative advice!
I do hope a concept of counter/anti marketing tools will be introduced with the advent of AI as well. Something like antimarketing, similar to antivirus or noise cancelling,.
I'm so glad that she's trying to save marketing.....
Hello, excellent reflexion. Right now, I am doing my doctoral studies in marketing and I have an excellent point of view that I agree with you, despite I have my master's degree in digital technologies.
Hi, where are you doing your doctoral studies from? :)
I am also doing my doctoral studies in marketing. What is your research topic? I'm exploring Generative AI in advertising's influence on purchase intention
Incredible video
Well said. Truly..
It's so super amazing most likely this TED! 😊
Exactly what i was looking forward to. Thanks for the amazing insights.
I predict the future: a director LLM with a a small army of LLM specialist will make most of marketing functions obsolete in the next 3-5 years because it will outperform most marketers for a fraction of the costs. Leadership does not want creativity - they want outcomes.
this year, it will start happening this year. Humans will be outperformed in shor time
I'm am about a week into the AI algorithm feed on TH-cam - I'm hearing a lot of the use of the words "predictive" and "model" ------------- so my question is ---- ---- why aren't weather forecasts for the weekend or next week super accurate now? If the answer is "garbage in - garbage out" then not much has changed.
AI and robotics may be cost effective, however if more and more people lose jobs.....who will be able to buy products? Bread lines of the Great Depression are looming.
I think everyone need own a AI robots and make it work instead of human.
So everyone can get and ues money that robots earn
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So this is what a marketer looks like ? I sometimes forget that they actually have a human form. Creepy.
AI can help identify trends based on historical patterns, but human decisions and creative aspects are often still required for new ideas and innovation. The use of AI in data analysis can provide valuable insights, but humans still have a key role in developing new ideas and facing emerging challenges in the future.
Well said
Great video, so powerful
As much as I appreciate information, I feel bad towards other academic sources that isn't A I.
TED really follows that algorithm to a tee !
It's obvious that they're trying to sell out the idea of AI, seeing how AI related topics are plastered all over their recent videos tbh
Who can share the BCG HBS ai x marketing study she refers to?
Marketing is Sales. I know we all like to say that Sales is different than Marketing but they are more like siblings who have the same thought, and that is to get you to open up your wallet and spend money. Most of the time for things that you don't need. Period. Actually when Jessica is talks about increasing content... AI will help to super flood the market. And that is already starting to happen. And by already, I mean that it has been going on for the last several years. I can actually see where this might lead to the end of brand identity being owned by one company by flooding the market, not just by these companies but by individuals who will take control of what they want and create it for themselves using AI. Therefore, not needing the content from companies.
Marketing is definitely not sales and vice versa. As proof, the relative percentage of people who can crossover into either function is low.
Marketing is definitely not sales.
@@seven7vii7 Hahaha... wow, talk about 2 months late to the comment section, redundant and maladroit. Brilliant. :D
@@miguelwc well... you're still wrong.
@@seven7vii7 Hahahahah...
As an AI engineer, I am well aware of the benefits and drawbacks of significant AI use, and I have observed similar difficulties among my coworkers. I agree with her statement that we shouldn't use AI excessively. Please watch the film "Idiocracy." It represents the future of the entire planet, and those who inexperienced to handle AI properly would rule in the same way that bureaucrats do today. She is not dismissing the value of AI, but she is attempting to illustrate why using one's own brain is as crucial. I utilized the paraphrase tool to modify my words so that I didn't appear stupid because of my weak mastery of English 🤣
Can someone please point me to the studies? , she mentioned in the video
So I'm a left brain AI Marketer. What courses should I take or what's my next step?
I look forward to the downfall of "marketing" aka corporate propaganda.
Even long before an AGI. Just with an LLM Ai and some generative AI. Marketing done manual is obsolet very soon.
She mentions some repetitive things that might occur. She forgets that these problems are known now.
Very soon an approach like AutoGPT for codint could very easily be adopted to an AutoMarketingGPT.
The LLM generating a dozen marketing texts for a given product. Creating variations of these text for certain demographics.
Generate images for these texts, and variations of these images.
Want to be sure it comes up with new creative ideas? Make sure the tool automatically gets some randomizer.
We don't even need new ideas for these issues. Some good solutions for a more flexible and "creative" result are already known.
And I agree with alot of users here. What she describes is at best a timeframe of 5-10 years. After that, even without an AGI, most "white collar" jobs are obsolete/ redundant.
She did a nice defense for human job power but...
What she hinted at is a problem of oversaturation of advertisement, the similar generated personal ads even. The thing is, in such an environment there is no way humans will be needed as much as before AI obviously, just set up a small team of AI experts and this is all you need to spam-bang people's attention, there is no solution to the "creativity" or "making ads look real and not simple or AI spam", the ones who have better AIs will simply get more working ads based on personal and all data. It is really close, 1-2 years i'd say.
Don't think it's going to be a problem for consumers, just another example of AI replacing humans, and it's really frightening in a way we might be not ready for these changes yet, we need to develop a picture of how future society will look like at least, and making appropriate changes for this.
Notes:
Use AI to create useful ads.
Clear and direct. Like a trade offer.
You get X (a great slam offer)
in exchange for Y (including ALL costs).
Make the ads pleasant to the senses.
Make the ads relevant.
The simple solution will however be: filter out everything, which may sound as „marketing“ or „advertising“, simply we do not want to waste our time on being manipulated. The obvious outcome.
Did anyone try the digital wealth academy? Digital marketing course
AI marketing is revolutionizing the way businesses connect with their audience. The data-driven insights and personalized experiences it enables are game-changers in today's dynamic digital landscape. Exciting times ahead for marketers embracing the power of AI!
Comment written by AI lol
@@allhailthelegs😂😂😂
AI will accomplish the same thing that Robotics did. It will put people out of work. Back in the 60s they all lauded the easier lives we would have by benefiting from new production technology. They were wrong then and they are still wrong now. “Those who cannot remember the past are condemned to repeat it.”
VERRY GOOD
I trust myself
My brain is blocking all advertisements and marketing I stopped watching this video halfway. To much content to consume 😂 NEXT.
The Information Age is still relative new. What, maybe 50 years? It will evolve. Over production and consumption of content will eventually self regulate.
A sales video?
I hate advertisements, always have and likely always will. I hate when someone attempts to convince me to buy something I don't need for a price that is unreasonable.
Everything this lady says in the first 5 minutes sounds like a fucking nightmare to me. Yet she says it with such enthusiasm and zeal like that projected future is a good thing??
Workin on it now give me a couple months yall shall know of JakoAi
AI is the new era!
It's not like boom agi, it's more like boom boom bo boom bo bom bo boom bo bo bo bo boom A G I
So during that time we can use ai as a tool until we can't or we don't have to
cool
Another problem with over-personalization is the absence of discovery. So much focus on personalization makes a biiiiiiig assumption that we all know what we want and what we like. Not true at all.
Write all the text from the video as a dialogue🎯 Key Takeaways for quick navigation:
00:35 *🔄 The introduction of generative AI mirrors past productivity revolutions, challenging assumptions about reduced workload.*
01:40 *🎨 Marketing faces significant productivity impacts with generative AI, requiring strategic preparation for seizing opportunities.*
03:53 *📧 Increased content creation facilitated by AI can lead to personalized consumer experiences, but also risks content overload and homogenization.*
05:31 *🧠 Organizations must develop a "left-AI brain" strategy, reskilling teams and integrating predictive AI tools for informed decision-making.*
07:33 *🌐 Companies should seek diverse data partnerships beyond their immediate industry to foster innovation and adapt to changing markets.*
08:35 *💡 Over-reliance on generative AI risks stifling creativity and innovation, necessitating the preservation and cultivation of human-driven ideation.*
10:06 *🚀 Marketers should leverage their inherent strengths-creativity or data analytics-and invest in relevant skills to navigate the evolving landscape of AI-driven marketing.*
Made with HARPA AI
Marketing has tried its best to ruin the internet and society in general.
Firstly The mentality
Incredible! This is a masterpiece of content. I recently read a similar book, and it was an unforgettable experience. "Game Theory and the Pursuit of Algorithmic Fairness" by Jack Frostwell
*Marketing:*
Originally intended to be the bridge between producers and consumers by making sure producers produce what the consumers want and to help producers and consumers meet each other for satisfying their requirements has turned into a dangerous business function that seeks to influence consumers by playing with their emotions using dark tricks of psychology to make them buy things which they don't actually need by planting a desire to buy things by connecting them to beautiful experiences- which can totally exist without them buying.
With the advent of AI, it is only going to get worse. Every move of consumer is tracked, their thoughts analyzed, their behavior predicted and their choices influenced. AI automates this and it can get nasty when AI learns the same dark psychology tricks.
Neuromarketing shouldn't have existed in the first place. It is rape of consumer minds.
Are we still talking about right-brain and left-brain in 2023?
cultivate AI and you'll have a superpower
it's sound good enough
"originate original ideas 💡"
Thankfully, management will be the last domino to fall
what's gonna happen to this video: gonna copy/paste the transscript into chat GPT and extract the key takeaways via bullet points. update, 3mins later: got the entire talk. next.
Greed is everlasting & timeless 😂
Short term linear narrow visión. I bet for how irrelevant marketing could be with no sustainable goods and even services.
Services: meaning, society not even reach the rate of childs necessary to keep on that market.
If I ruled the world marketing would be outlawed. Consumerism is destroying the world.
Didn't you use your phone or laptop to type this lol ?
hi
Perhaps marketers should start by taking ownership of how their work has blindsided consumers from the various social ills that have been inflicted by their bosses, and think about how that supercharged productivity will simply allow them to mislead consumers and governments at scale. .
I don’t fully agree with the content of that video.
New AI tools are able to create contents with complete new ideas
So Idk about the future of people working as marketers
This is someone who's job sector is facing extinction along with many others... AI will Not be persuaded by charisma...
If you thought there wasn't enough B.S. In The world....
Right, fucked up stuff
Maybe this will cause so much bullshit people will finally stop believing it. Maybe people will actually be critical of what they read. (Fat chance 😂)
Another BS in AI: we have every data in the whole world about everything
@@sirdiealot53if the best way to predict future behavior is by looking at past behavior... we're fucked
Marketing is BS, it to maintain superfluous ppl within busy work
IBM just slashed thier marketing team LMAO. And the stock popped. Marketing is COOKED. IBM will just move over 1 programmer to do the job of like 5 marketing people.
Marketing was a waste of human talent anyways so good riddance...
5 minutes in and shes said almost nothing of value and she works in marketing 🤔
Marketing will basically stop existing. Because capitalism will stop making sense. And where there’s no profit, there’s no marketing.
What this woman is talking about will maybe make sense for about the next 3-5 years and afterwards AGI will be so far ahead of EVERYTHING that all our concepts of society, economy and work will be completely outdated.
You have no touch with reality. AGI will not change everything in 5 years
Think out of the box, AI is limited with brand self data and bricks.
The opening statement is simply not true. We are working less than we ever had. She should look at the studies
Ik klikte omdat ik me even lekker wou storen aan haar nederlandse accent maar helaas heeft ze dat niet.
Klinkt meer een beetje russisch
Were toast. Society is ruined that too many people like generative AI. Another mental health issue. The internet is a dumpster fire 🔥
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AI will continue to stay relevant for thousands more years. I guess humans are no longer needed for marketing.
I’ve grown tired of the word “content”
WOW
누가?
AI will allow us to remove the need for marketing. The ai guy will get the thing for me. I'll just ask for it. I won't care about brand. I won't care about packaging. I won't care about mission statements. I won't care about anything, just like I mostly don't care now. The ability to remove the repetition of companies begging for my money is just around the corner. You can't with with Gen Z because they've been oversaturated with marketing and more marketing and more marketing since they came out of the womb. Congratulations. It's time.
First comment ❤
More constant social engineering!
110% fluff!!
I feel like using AI for marketing perfect ways to hack humans to buy stuff... is hella abusive and should be curtailed.
Educate yourself before speaking
do you smell that?
a little bit like bull...
a little bit more like sheet...
Ted wnt down and down lol
You assume we all want more time off, I don't, I need money to pay bills. Are you covering my mortgage and school loans with your great leisure plans? I think not.
Wanna go for a picknick?
Shup up :nothing surpass human
"shup up" ?
AI gang gang
said the bot
Studying
Bad pronunciation
Quite vague and pretentious, could have definitely used some inspiring best practice examples.
This is lady is going the worst advice ever. The generative or "right brain" capabilities of AI is what allows the "left brain" capabilities of AI to be so effect. It can recognize and accentuate patterns in data that we can't see, and come up with new inferences from those newly uncovered patterns. We can't just "stop using" the right brain side of AI, it's a capability that is baked into the technology.
Stoppes at 3:38 I can´t watch somebody teaching about marketing with no engaging speech at all (not to mention stage presence) ... really bad!
Lame