AI takes the work off of marketing

It also changes the way teams should be measured. For years, marketing performance was assessed by counting activities. How many emails were sent? How many campaigns have been created? How many segments were created? These metrics made sense when everything was done by hand, but they have no relevance when much of the execution is automated. Leadership must now measure impact, not activity. Customer lifetime value, average order value, and marketing contribution to profitability and loyalty provide insight into whether the team is successful. The marketer’s performance is reflected in the quality of the strategy he provides and the resulting commercial results.

These changes will inevitably alter team structures as marketing and service teams work hand in hand. Junior or intermediate roles that once focused on execution become more strategic as the system takes over the manual work. New roles will emerge focused on AI strategy, data quality and…