How will AI impact marketing and communications roles?

06 February 2023 Prue Officer

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​A hot topic of late, artificial intelligence (AI) is set to revolutionise the way marketing and communications are carried out as AI technologies continue to advance and evolve. AI-powered tools such as ChatGPT are predicted to play a large role in content creation and automation, such as generating social media posts, blog articles and video content. Given this, it is becoming increasingly important for marketing and communications professionals to stay ahead of the curve and understand how AI will impact their roles and the ways in which we can harness it to automate systems.
Overall, the use of AI brings with it a set of challenges and opportunities for marketing and communications professionals – and let’ face it, the possibilities are endless in the ways in which it has the power to automate processes. Creating more time for us to focus on more creative and strategic work, while also providing new tools and insights to make better decisions. However, it will also require marketers and communicators to upskill and adapt to new technologies as AI becomes more integrated into their roles (more on this in my next blog – so stay tuned!).
Some of the ways in which we can see AI support Marketing and Communications professionals include:
  1. Automation of tasks: AI has the ability to automate routine tasks such as data analysis, email marketing, social media management and content creation, cutting down project timelines and freeing up valuable time to focus on more creative and strategic tasks.
  2. Data-driven decisions: AI algorithms can analyse vast amounts of data, uncovering patterns and insights that would be time consuming to unearth. This will allow marketers to analyse customer behaviour and persona’s, sentiment and trends with more accuracy, in turn leading to better targeted and effective campaigns, better informed and data-driven decisions allowing for impactful implementation.
  3. Creating tailored customer experiences: AI will play a crucial role in personalising the customer experience. For example, chatbots and virtual assistants will be able to respond to customer inquiries and provide tailored recommendations based on their individual preferences and behaviour.
  4. Predictive analytics: AI algorithms can better predict future customer behaviour, allowing marketers to deliver personalised messages at different stages of the customer lifecycle to accurately identify and target customer needs and better understand how to respond to market trends and customer needs.
  5. Content creation: AI-powered tools can help automate content creation, freeing up time for content marketers to focus on strategy and creative development.
  6. Social Media Management: AI algorithms can help monitor and analyse social media interactions, identify influencers, and generate reports on social media metrics. This will help marketers make informed decisions about their social media strategies.
From personalised product recommendations to virtual support, AI is shaping the future of the ways in which companies interact with their audience and analyse customer data. By adapting to these changes, marketing and comms professionals can remain relevant in their careers and help their organisations stay competitive in the rapidly evolving digital landscape. It is important to highlight that while AI has the capacity to simplify processes within our roles, human involvement remains essential in the delivery of creative and strategic delivery, and we cannot undervalue the human touchpoint. As many organisations look to streamline, we should be in ensuring organisations don’t see AI as an opportunity to further reduce headcounts or undervalue the function of marketing and communications within their teams.
For more on how AI is impacting jobs in Australia across the board, see our recent insights here.
Despite the benefits, the integration of AI in marketing and communications roles may lead to a decrease in human-driven creative work, changes in roles and potential job losses unless measures are taken by professionals to upskill, reskill and prepare for the AI-driven future. I will be circling back to this topic in my next blog, so stay tuned!
Prue is a Specialist Consultant at Parity, specialising in working across the Software, FinTech, Saas, Digital and eCommerce industries, working with Marketing, Communications and Digital candidates and clients, a floral fanatic and disability and accessibility advocate. She is a true people person and has a passion for placing candidates in their ideal roles.
Parity Consulting works with clients who embrace diverse and inclusive environments and empower their teams to bring their authentic whole self to work. We encourage people with different beliefs, abilities, backgrounds and life experiences to contact us.
Feel free to reach out to Prue at if you are looking to grow your marketing, comms and digital team, or further your career.