Google Marketing Live 2023 made it clear that AI is going to change the role of digital marketing in a big way. At SMX Advanced, Julia Friedman, owner of PPC consultancy Neptune Moon, discussed how advertisers can both prepare for and thrive in the AI revolution, with fellow industry experts:
- Gil Gildner, co-founder of PPC agency Disco Sloth
- Julia Vyse, West Coast digital director for iProspect Canada
- Melissa Liu, associate director of California ad agency RPA.
The AI revolution has arrived – with huge perks!
The SMX panel was in agreement that AI is going to make life easier for digital marketers in many ways. Gill noted that smaller businesses in particular that perhaps do not have the budget to hire human contractors would benefit from using AI tools.
Liu also pointed out that AI will relieve advertisers from time-consuming tasks such as generating ad copy. However, she stressed that it was important for marketers to not become complacent: “As a search marketers, I now need to think about how I can shift my role to be more strategic. I also need to think about what new skills I need to learn to better myself.”
The role of digital marketers is changing
All three guest speakers as well as the panel’s host were in agreement that the role of PPC advertisers is evolving – and that it is a “concern” for the industry. Explaining how his agency is going to adapt to the AI revolution, Gill said:
- “We’re going to go super strategic. It’s inevitable that it soon wont matter as much what buttons we’re clicking. There will be a lot of strategy and tactics and, honestly, client education and shepherding that we’re going to have to do. It’s inevitable that our roles are going to change and it will be important to stay on top of that.”
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