The rise of artificial intelligence is fundamentally changing the role of marketers. Routine tasks are increasingly performed by AI, forcing marketers to evolve into directors. At the same time, human expertise, authenticity, and personal content are becoming even more critical. This is according to Petrouska van Loon, founder and director of SocialLane and the Dutch Marketing Academy, in the latest episode of the Booming Marketing Leaders Podcast hosted by Jennifer Delano. "AI is a wonderful tool, but ultimately, a client wants to work with a human."
Van Loon observes that AI now goes beyond generating text and images. For instance, SocialLane works with AI agents that can optimize advertising campaigns and automatically adjust bids. The marketer still determines the strategy, target audience, and KPIs. "Simply executing and creating social media posts can be done much faster with ChatGPT," says Van Loon. "As a result, the marketer becomes much more of a director."
Not just Google
According to Van Loon, these changes are not limited to marketing execution. The way consumers search for information is also shifting. SocialLane itself was once discovered via ChatGPT, after which Van Loon investigated how the agency could appear higher in the results of AI systems. Consequently, she believes companies should not only focus on their visibility in Google but also ensure that their websites are used as sources by AI systems. Content needs to be more focused on concrete questions and answers.
According to Van Loon, this also makes external visibility more important. Interviews, articles, and other publicity that generate earned media help build expertise and authority. "Personal stories actually become more important with AI. PR to score with SEO and GEO (Generative Engine Optimization) does too."
Marketing hypes come and go
Van Loon, who has worked in marketing for over twenty years, has seen multiple hypes come and go. She mentions Hyves, MySpace, Google+, and Clubhouse, among others. However, she does not view AI as a temporary trend. "AI is not going away," she states. Her advice to marketers: use the technology fully to work more efficiently, but do not let AI determine the final product. Especially in a world where more and more content is created by machines, Van Loon believes companies must show who they are, what they stand for, and what expertise they possess internally.
"Keep sharing, stay visible, and use AI to make your workflow more efficient. But ensure it is not a final product. The human factor remains important," says Petrouska.
The Booming Marketing Leaders Podcast is an upcoming #1 marketing podcast and can be heard starting August 25 via Spotify and Apple Podcasts. In the podcast, Jennifer Delano talks with marketing professionals, CMOs, and other C-level marketers about growth, career, brands, and the choices behind successful marketing. The podcast is made possible in part by PRGoeroes.
- Listen on Apple Podcasts https://podcasts.apple.com/nl/podcast/de-koper-bereiken-die-nog-niet-aan-het-zoeken-is/id6801181242?i=1000787101255
- Listen on Spotify https://open.spotify.com/episode/2eQNR50P8zwsVXxfXpTGka
