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How Will Digital Marketing Change In The Future?

Recently, there’s been a lot of excitement about ChatGPT – the public preview release of OpenAI’s chatbot powered by the GPT3 language model. There’s no better way to get people interested in – and perhaps worrying about – artificial intelligence (AI) than showing it in action. And ChatGPT certainly acts as a powerful demonstration of what AI can do today.

Ask GPT to answer a question, or to create a piece of writing, and it will respond in well-structured, natural-sounding human language that most people simply would not guess has been created by a machine. Of course, this has immediately got people asking what the implications are for us humans – and one of the first professions to fear that they could be facing the chop are marketers.

This seems to be rational because many aspects of marketing and advertising involve creating text – whether it is writing copy for adverts, creating marketing emails, or just writing simple social media posts. Now that everyday machines are apparently able to carry out these tasks, is everybody working in these jobs in danger of becoming redundant?

The fact is that throughout history, we've seen that new developments in technology have tended to create new jobs as quickly as it makes old jobs redundant. What's more, the jobs that are created are often more technical, creative, or highly-skilled – meaning that they are higher paying and often more rewarding.

For example, the arrival of mechanized farm equipment reduced the need for unskilled field workers but created a need for skilled engineers and technicians. And the dawn of the computing era made a lot of low-paid clerical filing workers and typists redundant but created higher-paid jobs in software engineering and data administration. Likewise, the World Economic Forum predicts that while jobs will be lost to AI, in the long-term, it will lead to job growth. So let’s take a look at how the arrival of this undoubtedly game-changing technology could affect your career prospects if you’re working – or looking to work – in the field of marketing and advertising.