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The Impact of AI on Marketers and Technology Control

Summary

According to the latest reports from Gartner on what CMOs should focus on in the coming year, the implementation of artificial intelligence (AI) at the enterprise level increases the responsibilities of marketing but reduces its control over key technologies. AI […]

The Impact of AI on Marketers and Technology Control

According to the latest reports from Gartner on what CMOs should focus on in the coming year, the implementation of artificial intelligence (AI) at the enterprise level increases the responsibilities of marketing but reduces its control over key technologies.

AI technologies drive organizations to focus on digital initiatives carried out through interdisciplinary teams. According to Gartner, marketing leaders spend 17% more time collaborating with interdisciplinary teams compared to their non-marketing counterparts.

However, those outside of marketing would prefer marketing to dedicate less time to this, as 55% of them state that “marketing has an exaggerated opinion of its importance” in these initiatives. Approximately the same percentage believes that working with marketing is a “major hurdle” to the success of interdisciplinary initiatives.

One of the problems is that almost all, specifically 81% of leaders outside the IT sector, believe that digital leadership is part of their job. This is understandable because digital initiatives for growth are extensive and complex projects. Typically, such initiatives involve five to eight different business functions and 20 to 35 people in the main project team.

“Companies aiming to achieve digital initiatives, which seek to leverage new technological advancements and enable growth, have positioned marketing as a central hub for interdisciplinary collaboration,” said Ewan McIntyre, Head of Research and Vice President of Gartner Marketing Practice. “With a wave of significant changes coming in the next year, CMOs must understand the seriousness and urgency of harnessing new technologies and aiding in achieving profitable growth across all functions, otherwise risking being overwhelmed.”

Changes in ownership of digital projects have diminished marketing’s influence. The report concludes that marketing risks having diluted operations and no longer being able to improve the business situation in the long run.

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