At Push, we're witnessing a seismic shift in how marketing operates, and it’s all thanks to our AI overlords (just kidding... or am I?). This transformation is bigger than the wave that brought us ‘digital marketing’ back in 2008.
The truth is, AI is reshaping marketing so dramatically that the conventional departmental structure is becoming as outdated as a fax machine in a WeWork office.
So, what’s replacing it? Enter the 'Growth AI' team.
"Hold up," I hear you say. "Isn’t that just a fancy name for a marketing department with some AI tools?" Not quite. Let me break it down:
Understanding the Growth AI Team
1. Data-Centric Approach
Traditional marketing departments often work in silos, with data analytics as a subset. In a Growth AI team, data is the lifeblood, flowing through every decision and action.
2. Blurring the Lines Between Functions
Forget the days of marketing, sales, and customer service operating separately. Growth AI teams blur these lines, using AI to create seamless, end-to-end customer experiences.
3. Real-Time Continuous Optimisation
While traditional teams might review campaign performance weekly or monthly, Growth AI teams leverage AI for continuous, real-time optimization. It's like having a team that never sleeps (and never complains about it).
4. Shifting from Reactive to Predictive Marketing
Instead of reacting to market trends, Growth AI teams use predictive models to anticipate and shape trends. It’s less "What’s hot now?" and more "What will be hot next quarter?"
5. Revolutionising Skill Sets
The Growth AI team isn’t staffed with just marketers. It’s a motley crew of data scientists, AI specialists, UX designers, and yes, creative marketers too. It’s where left brain meets right brain, and they actually get along.
Now, I can almost hear the collective groan from CMOs worldwide. "Great," they’re thinking, "another buzzword to add to my LinkedIn profile." But this isn’t just jargon-juggling. We’re seeing real results from this approach.
Preparing for the Challenges Ahead
But let’s be realistic—this transition isn’t all sunshine and AI-generated rainbows. It’s a massive shift that comes with challenges:
1. Bridging the Talent Gap
Finding people who can straddle the worlds of marketing and AI isn’t easy. Universities, take note—we need new curricula!
2. Overcoming Cultural Resistance
Try telling a creative director that an AI will be collaborating on their next big campaign. Light the blue touchpaper and sit back.
3. Navigating Ethical Considerations
With great power comes great responsibility. Growth AI teams need to grapple with the ethical implications of their data-driven decisions.
4. Integrating Advanced Technology
Bringing together the tech stack to support a Growth AI team can be like herding cats. Expensive, AI-powered cats.
Is Your Company Ready for the AI-Driven Future?
So, am I suggesting you march into your office tomorrow and declare the marketing department dead? Maybe not (unless you’re gunning for early retirement). But it’s time to start thinking about how your marketing function needs to evolve.
The companies that thrive in the coming years will be those that can harness the power of AI not just as a tool, but as a fundamental part of their growth strategy. The Growth AI team isn’t just a tweak to the org chart—it’s a whole new way of thinking about how we drive business growth.
What do you think? Is your company ready for the Growth AI revolution? Or do you think I’ve been spending too much time chatting with AI and not enough time in the real world? We’d love to hear your thoughts on AI’s impact on marketing. How is your company preparing for this transformation? Share your experiences or concerns in the comments below!
P.S. If you’re intrigued (or terrified) by this concept, we’re running a workshop on "Building Your AI Team" next month. Interested in building your AI-driven marketing team? Secure your spot today! Promise we won’t replace you with an AI... yet.
