-: Jessica, welcome.
Do you think that GenAI
will fundamentally change the role of marketers?
-: Oh yeah. And it's doing so already, actually.
I think it has three major disruptions for marketers.
One, is rethinking everything that is Insight Space.
So we use for insights to do big researches, PowerPoints.
Now you can package all that
and have that as a brand manager, personalized assistant
that can help you make the right decisions.
Obviously it changes content production.
Much more automated, much more at scale.
And it also changes the full consumer journey
and the way you can influence that.
For example, search is disrupted,
personalization and CRM are being disrupted.
And so a lot of new opportunities actually,
convince consumers and draw them in.
But they're brand new skill sets you need to acquire.
-: Tell me about those skill sets.
There's a lot of excitement,
but also imagine a lot of fear
just listening to what you're saying there.
So how can marketers prepare themselves?
What skills do they need?
-: It's a very good moment
to review your marketing technology stack.
This is going to be much more tech intensive,
so you need the right stack to operate this.
I think also you need to work on your data.
What is your IP?
What is your brand experience?
What type of insights do you need?
And start generating and packaging that information
to have it for you.
And then you need marketers that will be much more focused
on insights, strategy, different shading creativity
and also analytical skills, performance measurement,
keeping your eye close to what is working for me,
what is not.
-: And what can organizations do
to make sure to harness GenAI
so that it actually supports people and not displaces them.
-: Yeah, and we did a survey recently
and one of the most striking outcomes of it
was the gap between leaders and front-end workers.
When you are a leader today,
you tend to use GenAI or AI related tools weekly.
80% do.
When you are a front-end worker only 20% do.
So that huge gap is driving a lot of fear
and a lot of unknown on the technology.
So I'd say as a company, you need to experiment,
but you need to experiment at all levels of the organization
to draw people in.
You need to communicate, bring some transparency.
And actually the number one fear
for people on GenAI is surveillance.
So you need to communicate also
in the fact that you're using this in a safe way.
Be super transparent there.
Have a responsible AI policy, so that people can draw it in.
And I'd say for a marketer as well
you should be really looking at your tech ecosystem.
Who are the partners that will support you
to have a tech advantage tomorrow?
-: Jessica, thank you so much.
-: Thank you.