The Marketer's Survival Guide in the Era of AI Automation: 5 Essential Skills to Secure Your Job

by Lindsey Francy May 30, 2023 News
The Marketer

I enjoy marketing, but not as much as I would like. Whether you love numbers, pictures, words or both, you'll find something. After eight years in the industry, many tasks have become tedious, but a man's gotta do what a man's gotta do

If we use it correctly, it can do most of that work. Will I be able to still have my Dom Perignon and caviar bread and butter, or will I have to find a new place to eat? I decided to look at the perspectives of Artificial Intelligence and what skills marketers should improve to keep our jobs. Let's get going!

How AI Influences the Marketing Job Market

I am quite lazy and will let numbers do the talking.

  • Around 300 million jobs could be affected by generative artificial intelligence, which could mean 18% of work could be automated. That sounds really hard.

  • A website called WillRobotsTakeMyJob gives an 18% chance that a robot will replace a marketing manager. It isn't a big deal compared to other professions.

  • 25% of marketing work will be automated in the next few years, according to a survey. It doesn't mean that a quarter of marketers will be fired.


Wait to start looking for a new job even though the numbers are apocalyptic. More jobs will be created by artificial intelligence in the long-term according to a survey by the Marketing Artificial Intelligence Institute.

Artificial intelligence will transform the industry but won't eradicate it, and marketers need to learn new tools and approaches. We can make sure our jobs are safe by covering which marketing competencies can't be replaced with artificial intelligence.

5 Essential Skills for Marketers in the Era of AI Automation

repetitive tasks include writing email copies and social media posts. Marketing analysts and those who work with ad targeting and Optimisation are some of the jobs that will be threatened by the use of artificial intelligence.

To avoid firing, marketers need to work on human skills AI can't copy yet to stay competitive.

These are included.

  • Asking the right questions is part of the art.

  • Dots and departments are connected.

  • There are two areas of creativity: creativity and creativity management.

  • The marketing tools are managed.

  • emotional intelligence

We should cover them in detail.

Skill #1: The Art of Asking the Right Questions

Artificial intelligence is good at reproducing billions of combinations of existing data, but not great at generating something entirely new. What causes new data? There are questions. Humans are still on a horse.


It is more important than ever to speak to the target audience. It's a good idea to have a list of questions for different marketing goals.

It's good to read books from different fields and do creativity exercises to come up with unusual questions.

Who to ask questions is one of the most important questions. Except for the target audience, marketers must talk to sales, customer support, IT, and lawyers. That leads us to the next level.

Skill #2: Connecting dots and departments


Insights and data can be offered by the use of artificial intelligence. It's up to us, the human marketers, to understand how to use that information across our organisation.

Sales, product development, customer support, and other departments all intersect with marketing. To excel, we need to comprehend the entire customer journey and collaborate with various stakeholders.

In order to deliver a seamless customer experience, marketers must synthesise and unify their campaigns. We need to bridge the gaps and put the puzzle pieces together.

Skill #3: Creativity and creativity management

Artificial intelligence can't match the prowess of humans in creativity. Artificial intelligence doesn't have the spark of originality and audacious thinking that human creativity does.

That's why we need to raise our creative skills to come up with innovative campaigns, compelling brand messages, and captivating content. It's creativity that sets brands apart and gives them the power to shine.

As the use of artificial intelligence in marketing increases, we need to know how to manage it. Ensuring they align with the brand's voice and objectives should be a top priority for them. It's a delicate dance, balancing the use of artificial intelligence with the need for a human touch to make a difference.

With the rise of artificial intelligence in marketing, we need to manage and use it. Understanding the capabilities and limitations of various artificial intelligence applications, handpicking the most suitable tools for specific tasks, and seamless integration of artificial intelligence into marketing workflows are all encompassed by this.

We need to learn how to use artificial intelligence to automate repetitive tasks, analyse large quantities of data, and extract valuable insights. The tools help me the most.

  • – it generates ad texts and strategy ideas with a click. It helps with routine tasks and is a starting point for idea generation.
  • Durable creates a website in seconds. I use it to generate secondary landing pages quickly; after this, it just needs some editing.
  • – the same as Durable, but for presentations.
  • Albert AI – uses AI to optimise ad campaigns.

You have to keep an eye on the industry since there are thousands of them. New tools are tracked by using directories like Futurepedia.

Ensuring data privacy, considering ethical implications, and complying with regulations are some of the things that need to be managed. We need to be aware of the risks and challenges associated with the use of artificial intelligence.

Skill #5: Emotional intelligence

Artificial intelligence can analyse data and predict consumer behavior, but it doesn't understand and empathise with human emotions. We need to develop emotional intelligence to connect with our audience.


Emotional intelligence is needed to understand consumer motives, desires, and pain points. We can compete with robots by empathizing with our audience, anticipating their needs, and tailoring messaging to fit their emotional needs. As customers look for authentic and personalized experiences, this skill becomes even more important.

Building and maintaining relationships is dependent on emotional intelligence. Successful marketers know how to work well together to achieve their goals.

Conclusion: I Will Survive, You Will Survive


There are certain skills that marketers can cultivate to remain relevant in the age of automation.

We can position ourselves as indispensable assets by honing our ability to ask the right questions, connect dots, nurture creativity, and develop emotional intelligence.

It's not a threat to our existence but an opportunity to eliminate all that tedious marketing work and focus on the fun stuff. It's hooray!