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The Real Impact of AI on Workload

Dorit Erzmoneit, 

July 24, 2024

2 minutes

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AI is transforming marketing work but not necessarily lightening the load. While it boosts efficiency and personalization, it also demands new skills, continuous adaptation, and a stronger focus on quality and strategy.

Executive Summary

• AI increases efficiency but often raises expectations, leading to more complex and time-intensive tasks.
• Marketers must adapt by developing new skills in data, strategy, and technology while preserving creativity and brand authenticity.
• The real impact of AI lies in reshaping, not reducing, the nature of work.

Artificial intelligence is reshaping how we work, especially in marketing, where automation and generative tools promise greater efficiency and smarter personalization. Yet, the reality is more complex — instead of reducing workload, AI often redefines it. As technology evolves, marketers are finding themselves balancing automation with creativity, strategy, and continuous learning to stay ahead.

AI AND THE WORKLOAD PARADOX: MORE EFFICIENT, NOT EASIER

While AI is revolutionizing many aspects of our work, it is not necessarily making our jobs easier or less time-consuming. Here is why:

• Efficiency vs. Time Savings: Technology offers efficiency and cost-saving benefits, but it often sets new standards rather than reducing workload. For instance, the introduction of email streamlined communication but also increased the volume of messages we handle daily.
• Generative AI in Marketing: AI tools like GenAI are used to create more targeted and personalized content, enhancing engagement and relevance. However, this often means more work for marketers – instead of crafting a single message, they now create and prove dozens of variations. Additionally, while initial implementation of these tools can be costly, the ongoing management and optimization require significant time and expertise.
• Automation Paradox: While AI can handle routine tasks, it often shifts human roles to more complex and strategic tasks, which can be equally demanding yet more intellectually stimulating. In customer service, for example, automated systems manage routine inquiries, allowing humans to focus on more challenging and rewarding issues which need more time to resolve.
• Skills and Adaptation: The integration of AI in marketing requires marketers to better define their brand voice and adapt to new roles focused on data, strategy, and martech expertise. This shift demands even more continuous learning and adaptation to stay competitive.
• Quality vs. Quantity: There is a concern that AI-generated content, while efficient, might not match the quality of human-created content. It’s crucial to remember that the quality of AI output is only as good as the input data and briefs. Marketers must balance the benefits of AI with maintaining authenticity and creativity in their work.

AI brings many benefits, but it doesn’t necessarily reduce the workload. Instead, it changes the nature of the work, requiring marketers to adapt and continuously improve their skills. At GrndWorX, we believe in embracing technology while staying true to the core values of creativity and quality.

About the author

Dorit Erzmoneit

LinkedIn

dorit.erzmoneit@grndworx.com