The rise of artificial intelligence (AI) is rapidly reshaping various industries, and marketing is no exception. But is AI truly helping marketers deliver more value, or are we simply drowning in a flood of AI-generated content? That’s the central question explored in the second part of Pragmatic Coder’s interview with Beata Mosór – our CLO & founder, a strategy, marketing, and leadership expert.
The Value Crisis in Marketing
Beata Mosór and Wiktor Żółnowski, CEO and Founder of Pragmatic Coders, delve into the current state of marketing, where a reliance on producing vast quantities of content, often generated by AI, risks overwhelming and alienating consumers. “There’s a lot of mess and a lot of waste in terms of marketing,” Beata Mosór notes. She argues that much of today’s marketing efforts are more about generating chaos than providing genuine value to the audience.
Here you can watch the video >>
Beyond the Hype Cycle: Evaluating True Value
The conversation moves beyond the initial excitement surrounding AI to a more critical evaluation. Mosór points out that we’re past the peak of the “hype cycle” and are entering a phase of disillusionment. It’s time to ask ourselves:
- Is this AI implementation genuinely valuable?
- Does it connect with our audience in a meaningful way?
- Are we simply adding to the noise, or are we providing a real solution?
She cautions against a mindless creation of “bullshit” content, emphasizing that generating value requires a deeper understanding of audience needs and how AI can address those needs authentically.
AI Marketing in the Future
The Path Forward: Originality and a Shift in Thinking
So, how can marketers move beyond the content chaos and leverage AI to provide real value?
- Embrace Originality: Beata Mosór argues against simply replicating the same AI-generated content that everyone else is putting out. True impact requires creativity, innovation, and something truly unique.
- Rethink Core Marketing Principles: Beata Mosór proposes revisiting classic marketing theories and models, such as Philip Kotler’s work. Then apply, the insight can be used for your brand
- Acknowledge and Address Consumer Concerns: Data security, privacy, and lack of trust may be valid to many potential customers, as such must be addressed properly.
The Fundamental Challenge: A Human Re-Alignment
As AI takes over more tactical tasks, what becomes the role of the human marketer? The key is a shift away from creating content for the sake of it and focusing on creating authentic connections and fulfilling the vision for your company. As Beata Mosór states, “It’s time to ask ourselves: Is this AI implementation genuinely valuable, does it connect with our audience in a meaningful way, or are we simply adding to the noise, or are we providing a real solution?”
Watch the first part of the interview with Beata Mosór here >>
The Importance of Talent Development
Beata Mosór underscores the need for education and talent development to prepare future leaders to navigate the changing landscape. This involves not just understanding the technology but also nurturing core skills like creativity, strategic thinking, and, perhaps most importantly, empathy.
Looking Ahead: A Call for Honesty and Purpose
Ultimately, Beata Mosór dreams of a world where AI assists in making marketing not just more efficient, but also more purpose-driven and ethical. She challenges marketers to embrace a “super-human” approach, using AI to enhance their inherent abilities and create a better world for future generations. The key, she argues, is to be deliberate in your intent and design for quality content. So that those that come behind them can benefit from this tech.
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Key Takeaways:
Here are the key highlights from the video discussion “Business Strategy and Marketing in the Age of AI, Vol. II”:
- The Focus: The conversation centers on using AI to deliver value in marketing, not just generate more content.
- The Problem of Chaos: There’s a lot of ineffective, “bullshit” content created using AI, leading to a value crisis. The overuse is diminishing the reach of what’s being created.
- Beyond Hype: The initial AI enthusiasm has faded. It’s time for a critical re-evaluation and the need to approach that in a unique way.
- The Call for Authenticity: marketers need originality and not trying to be as good or better than Chat GPT
- Changing Mindsets: Marketing leaders must change mindsets to focus on creating meaningful relationships and real-world results that do not negatively influence the future.
- Refocusing on Foundations: Going back to the base of design and using technology to expand in those areas is key for the next generation of leaders and experts
- The Need to Define Success: You will not know your goals are being met if you don’t define what the target is
- Importance of Data Security: The importance of the right cyber security measures is essential for long-lasting success.
- Looking Ahead: Leaders should remember the core foundations when planning out long term future.
- AI’s biggest help: It’s really about precision of communication and getting the right amount of things done, but it will require a different set of values to reach the best potential results