“AI is a device, not a method,” mentioned Hiatt, who added that CEOs ought to keep in mind that CMOs aren’t promoting a intelligent concept, they’re delivering what a model wants most—customers. “On the finish of the day, with advertising, you’re shopping for a buyer,” she mentioned. “We’re not speaking about that sufficient.”
Clarify why management is essential
Sclater identified that whereas AI might be able to generate content material, that’s no alternative for a advertising chief that may function coach, interlocutor, resolution maker, and innovator.
“Within the absence of a CMO, we’re simply operating a relay race, and enterprise turns into the handoff to a different handoff—by the point you get to the top, the place is the client?” Sclater mentioned. “There’ll all the time be a have to deliver issues collectively, to deliver concepts collectively round a central mission of serving a buyer.”
Keep consistency the place algorithms can’t
As AI is ready to generate infinite permutations of a model AI, the CMO in the end turns into the final guarantor of custom, recognizability, and solidity.
“The CMO holds tight to the model,” Sclater mentioned. “If there isn’t a spot the place the purity or the essence is distilled and robust, inherently the algorithm will transfer to create completely different variations of it. The CMO at its finest can be type of protecting that purity, protecting that consistency.”
