What can we expect from our day to day work in marketing when automation surges and some of our best-performing colleagues are machines?
Starting work in the morning to most of us means checking our email inbox or opening Slack. We follow this routine to ensure that we do not miss out on anything significant that happened throughout the night, or to remind ourselves of future tasks.
For marketing teams at major advertisers, this often means bringing together information from your vendors, agency partners, and other groups inside your organisation. Keeping up with and gathering all of the data in one place means that in order to make informed decisions on what creative asset goes where, and what media channel’s budget needs a revision, becomes a challenge.
The problem today: there is a massive amount of emails, phone calls, and slack messaging to ensure all of that data is ingested in your brain.
We need machine assistance
Imagine that, instead, you are confident that you have a clear idea of all activities in your campaigns, of all the effects they are driving, of all the interactions from your audiences, of all the critical metrics and KPIs available – simultaneously. All data from all tools, datasets, and media sources unified into one intelligent platform, presented to you by a machine assistant that is working to make your life easier and more productive.
You have the most critical pieces of information, all events, highlighted to you, so that you know what to focus on first. The assistant knows the entire history of your marketing, what activities you undertook, all the effects they returned and what external factors occurred at the same time, in detail. Then imagine that the assistant uses all of that data to find patterns in your history and uses the latest advances in artificial intelligence to predict the future from that history and to proactively notify you what you need to spend your time on.
Wouldn’t that reduce your cognitive load and make decision-making faster and more accurate? The future of work will be transformed by our machine colleagues, making life easier for humans.
The philosopher, historian, and journalist Hannah Arendt designed a far-reaching framework for understanding all of human activity in the 1950s. In “The Human Condition” Arendt describes three levels of life’s activities, or the “Vita Activa”.
Labour generates metabolic necessities — the inputs, such as food, that sustain human life. Work creates the physical artefacts and infrastructure that define our world, and often outlast us — from homes and goods to works of art.
Action encompasses interactive, communicative activities between human beings. In Action, we explore and assert our distinctiveness as human beings and seek immortality, according to Arendt.
Over the coming years, AI and automation will dominate both Labour and Work, producing both the necessities and the physical artefacts of human life, thereby allowing increasing numbers of people to spend more time in Action and only engage in Labour or Work by direct choice.
Massive automation of Labour and Work will give birth to a more purpose-driven existence in the workplace. Allowing people to work on what they, as individuals, find attractive. It will also increase flexibility, as work can be done from anywhere and at the time most convenient to them.
This can offer opportunities in the war for talent for employers. A study by Gallup in 2017, the State of the American Workplace, showed that 51 per cent of American workers were ready to change jobs if offered a more flexible schedule. 35 per cent would change positions if offered the possibility to work from home.
The big players are already moving to more automation and implementation of AI in the workplace. McKinsey & Co concluded in their AI Study from 2017 that industry leaders in any sector are also the leaders of AI implementation, throughout the value chain. The industry leaders’ reason? “To enable their employees to be more productive.”
Mary Meeker at investment firm Kleiner Perkins seconds this as she points out that replacement of people is not the primary outcome of increasing automation. She asks rhetorically “Will Technology Impact Jobs Differently This Time?” to which she replies, “Perhaps… but It would be inconsistent with history as new jobs & services plus efficiencies means growth, typically created around new technologies”.
State of the art technology can aid employee retention
Intelligent machine assistants can also play a role in employee retention. Being able to offer a work environment where employees have access to absolute state-of-the-art technology will make any employer more attractive and better able to acquire the best talent by providing a more exciting career path, and by demonstrating that the company is forward-thinking.
At Adverai, we believe that reducing cognitive load on marketers will be an effective route to drive evidence-based decision making faster in marketing teams. Implementing Adverai Meta and MetaOS gives our customers both the groundwork for massive-scale automation with MetaOS, the data platform that underpins all of your intelligence for marketing to provide you with complete coverage of your internal and external data sources. MetaOS aggregates and replicates data from all marketing channels, market condition data, including weather, and currency data, and has 1000s of connectors to different data services.
Meta encapsulates the machine assistance ideal, using state of the art machine learning algorithms to measure, optimise, and automate marketing, allowing our customers to reap the immediate rewards from the latest advances in artificial intelligence. Adverai Meta brings together your marketing data into a single intelligent tool, taking your marketing team to the next level with real-time tracking, measurement and automation.
Enhanced output of marketing efforts does not come from putting more stress onto your teams, but by hiring the right people and reducing their cognitive load.
There is little to lose from eliminating inefficiencies and much to gain by laying the groundwork for large-scale automation by adopting state-of-the-art technology; both for employees and business owners.