When it comes to artificial intelligence and the future of work, including marketing, Malcolm Frank is clearly an optimist. In this ITSMA Viewpoint, Frank, executive vice president at Cognizant and co-author of the book “What To Do When Machines Do Everything: How to Get Ahead in a World of AI, Algorithms, BOTs and Big Data,” makes the case that AI will create a wealth of new work in marketing and throughout the economy that is better, more productive, and more satisfying.
“Five years from now, almost every job, including marketing, will be touched by AI,” according to Frank. “One of three things will happen to our jobs: They will be 1) replaced by AI, 2) enhanced by AI, or 3) invented by AI.” Some jobs will certainly be lost, but the vast majority will be enhanced and a great many entirely new jobs will emerge. “Marketing without AI will be no marketing at all.”
The great challenge for marketers now, says Frank, is to understand “the unintended consequences of invention” with AI, and the massive growth areas that are just beginning to emerge: cobots, wellness, biotechnology, virtual and augmented reality, smart infrastructure, and next-generation IT. The bottom line? “Fear not the bot. Even when machines do everything, there will still be a lot to do.”