Discussion of the use of artificial intelligence in the workplace today inevitably leads to questions about the role it will play – and what might happen to those people who previously performed those roles.
While technology pundits point to technology historically generating more jobs than it destroys, with humans moving on to new or higher value tasks, there is nothing to say that trend will continue indefinitely.
But according to Or Shani, in the AI workplace revolution, the early signs are looking good that humans will remain in high demand.
As the founder and CEO of artificial intelligence marketing platform, Albert, Shani and his team have created an AI that augments the role of a marketer by taking on the tasks marketers really don’t want to do.
“I still think there is a lot of fear, and it usually comes from a lack of knowledge,” Shani tells CMO. “People need to understand these types of AI systems are supposed to augment their intelligence.”
At a basic level Albert is a response to the Lumascape charts, which plots the thousands of different technology providers now servicing the advertising and marketing industry – and has rapidly grown to more than 5000.
Shani sees the Lumascape chart as symbolising the technological complexity of marketing today, as many of the tools require humans to perform specialised tasks to operate them. And he rejects the call for a modern marketer to be a de facto CIO.
“That means you’ve forgotten what marketing is,” he says. “The CMO is not a tech person. If he needs a BA in mathematics or to be a software engineer just to run the marketing department, that doesn’t make any sense.
“We think marketers are storytellers. And you buy Nike, or you buy Adidas or different products, not because of their tech stack, you buy them because they have a great story.”
Hence Albert has been designed to let marketers get back to marketing, by taking on many of the processes that new technology has forced marketing team members to do themselves, such as booking AdWords campaigns or managing programmatic bidding. While the tech stack remains important, Shani says the goal is to let Albert worry about how it runs.
“I came from marketing, so I know what’s it like,” he continues. “And as much as I took a lot of pride in what I did at the end of the day nobody wants to deal with that.