AI Empowering Innovators and Revolutionizing Marketing

How AI Transforms Innovators to Enhance Marketing Teams

In this article, I aim to bring a new angle for marketing executives to help them enhance their marketing organizational structure using AI. I assessed use cases of AI with examples to show how to identify weaknesses in existing marketing organizations and optimize them.

You may not realize it, but you are not who you were before the pre-AI age. Reassess yourself with AI, and you may discover incredible things about yourself that you thought you weren’t good at.

The most powerful impact of AI for innovation is enabling those with innovative minds who procrastinate on tasks they find boring. To be a successful innovator in the pre-AI age, you need not only an innovative mindset but also execution skills that require patience, attention to detail, organization, and performing repetitive tasks. AI now allows innovative mindsets to act faster and focus on their strengths. Having an innovative mindset alone is now enough to produce innovations.

So, who are the innovators? What makes someone an innovator?

Lex Sisney categorizes the forces that drive people as PSIU (Producer, Stabilizer, Innovator, and Unifier).

To oversimplify:

• Producer: Gets things done, even if it means breaking things in the process and having someone else fix it later.
• Stabilizer: Prioritizes doing things the right way. Doesn’t focus solely on getting things done if it will cost more time and energy to fix them later. Follows the right process, documents, organizes, and takes time to plan.
• Innovator: Comes up with ideas that solve problems no one else has solved.
• Unifier: Aligns people and processes to work together efficiently and feel part of the end goal.

AI is changing the world by empowering those weak in the “stabilizer” drive. People with a strong innovative drive but a weak stabilizer drive no longer need to procrastinate to avoid work requiring stabilizing skills, such as detailed focus and maintaining process discipline.

Now, let’s reassess ourselves. I always saw myself as a PsIu (Producer and Innovator), but I had to discard many good ideas because I wouldn’t say I liked the steps requiring stabilizer skills. Today, from start to finish, it takes me only a few hours to fact-check, research, and document my ideas into actionable plans. I can employ AI to handle tasks and maximize my efforts in what I excel at: producing.

What does this mean for marketing organizations?

Applying the example above to large organizations, how would you optimize your marketing organization with AI to maximize the performance of Psiu-profiled employees?

To transform your organization to the Post-AI age, focus on hiring those with Producer and Innovator driving forces. These two forces, coupled with AI, can achieve incredible things.

To build a GTM strategy, a CMO probably needs the following skills in the marketing organization:

• Brand Manager
• Product Marketing Manager
• Director of Marketing Strategy
• Content Marketing Manager
• Digital Marketing Manager
• Market Research Analyst
• SEO Specialist
• Social Media Manager
• Creative Director
• Public Relations Manager
• Sales Enablement Manager
• Customer Success Manager
• Marketing Data Analyst
• Demand Generation Manager
• Event Marketing Manager

A prompt engineer with extensive marketing coordinator experience can take on the following responsibilities:

• Market Research Analyst
• SEO Strategist
• Content Marketing Manager
• Social Media Manager
• Marketing Data Analyst

You can extend this list by hiring a prompt engineer with Senior Marketing Automation Specialist skills to take on responsibilities partially from the Product Marketing Manager, such as using AI to automate strategic planning, campaign launches, and competitive analysis.

Are Stabilizers Still Needed?

Stabilizers are still needed in your organization because most work done by AI will still require thorough expert review and customization. You don’t want to execute all AI outputs without proper processing. The stabilizing force can act faster thanks to AI by simply reviewing the details rather than creating them.

A Product Marketer with a Producer driving force who knows how to employ AI efficiently can produce much more accurate frameworks for content marketing, customer support, and email marketing. In the pre-AI age, your Email Marketing Manager, for instance, needed time to learn about a new product or campaign to build email content and workflows. When these come directly from the Product Marketer, the Email Marketing Manager will have most of the necessary information almost immediately.

Content Marketing: Who knows the content better than the Product Marketer for the product you want to go to market with? Using AI, the PM can input all key points to AI and convert the product value into content rapidly. AI can create a custom content marketing calendar and suggest tools to automate it. It can also analyze competitors’ content, learn their tone, weaknesses, and strengths, and customize it for your solution.

Customer Support: The promotional content and knowledge base materials can train a chatbot to handle the majority of support requests. With AI, you can quickly analyze the main pain points and apply improvements to your solution.

Email Marketing: No matter which tools or platform you use (Klaviyo, HubSpot, etc.), you no longer have to manually draw workflows for your email marketing. AI can create workflows for all types of email marketing campaigns (nurturing, sales, lead, and demand gen) and create the email content in the tone of your choice.

My Predictions:

I believe AI will eventually replace websites and most specific marketing functions. Companies and individuals will have processes to feed AI with information about who they are and what they do, and all will become part of an essentially “cloud universe.” We can argue about how amazing or scary this is, but the world is heading towards a single, centralized artificial intelligence that will eventually make all communications peer-to-peer. This means there will no longer be “marketing touches” as we know them because the informational exchange will purely be inbound. The demand (customer/client) will be requested from AI, and AI will provide the solution. This is why marketing organizations must adopt AI early, as this shift will prepare organizations to have the right structure to be found by those who demand their services.