For decades, this was the public’s response to digital art. This was the public’s response to the advent of photography and later to the widespread adoption of smartphone digital photography. This was also the public’s response to electronic music, like in 1997 when Rolling Stone wonder: Does sampling and creating music from electronic sounds even qualify as songwriting or musicianship?
In 2024 these things aren’t up for debate
Today, venerat institutions like the Smithsonian feature the artists who’ve embrac these new tools and pioneer the digital age. Creating music tracks from samples. Electronic instruments, and digital tools is a regular, accept practice in the music industry. The global electronic music business itself is valu at $11.8 billion, growing 17% between 2022 and 2023 alone. And when was the last time you went into your darkroom to develop a photo?
So, what does all this have to do with artificial intelligence (AI) and marketing?
Everything.
Artificial Intelligence Is Here To Stay
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You don’t have to like electronic music. You don’t have to like digital art, and you don’t have to like AI or machine learning, but these things are here to stay. The global artificial intelligence market size was estimat at $196.63 billion in 2023, is on track to hit $279.22 billion this year, and is project to hit $1,811.75 billion by 2030. That’s a compound annual growth rate (CAGR) of 36.6%, which means at least one thing: this genie is never going back into the bottle.
A 500-page Stanford University worldwide
AI trends report publish this year reveal that “…corporate AI is the only player in the room right now.” Of all new foundation models develop in 2023, “industry” account for 72%, overshadowing categories like “academia” and “government” by a staggering amount.
We’re at the uncomfortable and unavoidable moment that comes with any major technological disruption—and we saw this not too long ago with the advent of the internet. Do you remember the moment you realiz, Huh, everyone I know has an email address? (Bill Gates remembers.) If you’re 35 or older. You probably remember a world where snail mail and faxing information was essentially the only way to send and receive correspondence. But, as Gates mentions, the internet became increasingly common and one day, everyone had an email address and shopp online. Google, the company, even became a verb—as in, “Just google it.”
The internet offer the world a completely
new, always-on dynamic—for better or worse—and had exponential effects that forc widespread adoption for individuals and businesses. This is the same situation we’re in today: Organizations that don’t apply AI technology to grow, optimize, and deliver more to customers will fall behind.
Yes, there are problems with how AI models of all kinds have been train, and yes, there will be displacements. For instance, a recent report by Goldman Sachs suggests AI may replace as many as 300 million jobs over the next 10 years. That’s over 9% of all jobs worldwide. As a society, we must be proactive, compassionate, and mindful about these very real issues—but that’s a topic for a different blog.
The same Goldman Sachs report cites that more
than 85% of total US employment growth since 1940 has occurr within occupations that didn’t previously exist, meaning we’ll likely continue to see new roles develop hand-in-hand with advances in AI.
So, if you’re worri about AI replacing you in the workforce or changing your job, the best thing you can do right now is adapt because battling a $1,811.75 billion industry is like trying to block a waterfall with a paper cup. So, don’t fight the tools that are reshaping our world—become fluent with them instead.
The Truth Nobody Wants to Tell You About AI Tools
According to the 2024 Work Trend Index publish by Microsoft and LinkIn, 78% of AI users are bringing their own AI tools to work (“BYOAI”). This includes employees across every age group, not just Gen Z. Yet 52% of people who use AI at work are reluctant to admit they’re using it for their most important tasks, while 53% worry that using AI on important work tasks “makes them look replaceable.”
That means three out of four people use
AI at work—a figure the same report mentions has roughly doubl in the last six months—but they don’t feel comfortable talking about it for fear of job security.
There are two problems with this. The first is that both organizations and employees are missing out. If workers felt more comfortable talking about the tools, prompts, and techniques they use to automate routine tasks, execute faster, and work more creatively, companies could implement the best techniques at scal. Benefit from better strategies and more inform decisions, and train other employees on AI best practices.
That leads to the second proble
Company data and cybersecurity can be at risk without well-understood AI best practices. So, it’s crucial for companies to ensure employees don’t just feel secure, but are genuinely secure enough to share how they’re using AI.
And there’s one more thing: new research How does ARIA accessibility significantly enhance website usability for individuals with disabilities? shows that employees who self-identify as heavy users and creators of generative AI (88% of whom are in nontechnical jobs like middle managers, administrators, and marketers—in fact, the most regularly report generative
AI uses are in marketing and sales are an
in-demand employee group that strongly emphasizes flexibility and relational factors like meaningful work, caring leadership, and well-being over pay. Because of this, they represent a flight risk to companies that don’t offer such flexibility and factors beyond compensation.
It’s hard to reskill and upskill if your agb directory talent takes off—something 51% of respondents to a recent McKinsey survey in technical and nontechnical roles plan to do over the next six months.
