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AI won’t fundamentally alter your role as a Fractional Chief Marketing Officer, despite the claims of the gurus and masterminds.
Are you scared of AI
It feels like it’s January 2020 when the pandemic first started to gain some attention. I was at my Fishtown gym in Philadelphia, and the owner didn’t think this would be a major issue. I thought that there would be a lockdown until the 4th of July. Neither of us was right.
This is where we stand with AI.
Some people are frightened by the thought that everything will change.
Others are completely clueless.
The academic world is becoming increasingly concerned about the consequences of students writing essays and theses with only a few prompts. This is a similar revolution to that brought about by Wikipedia, but much more dramatic.
There are two types of tacticians in marketing:
Content Writers If you have ever used WriterAccess for blogs or articles, you may have paid $0.1-$0.12 per word to the best of the best writers (I’m referring to ex-Jeopardy Contestants!) I’m sure these writers at least have AI write their first drafts of articles and then make minor edits before collecting their fees.
I see these people really focusing on AI. The idea that I find most appealing is that copywriters can use AI to generate creative ideas and reduce the time it takes to discover The Big Idea. Jasper, for example, can be used to create headlines, ads, or email copy. It can also help a copywriter. For now, I believe that the art of writing copy is safe from robots. A good piece of copy requires so much thought that a simple Jasper provocation can’t produce it.
Marketing Agencies: Writing boilerplate for websites? How to create a better About Us page. Let’s hope that agencies will use AI to reduce suffering for all of humanity.
The world is going to change.
The only constant in the world is change.
You’ve probably seen many other innovations in business if you’ve worked for a few years.
Cryptography is a good example.
In November 2021, bitcoin and Ethereum reached all-time highs. You may have heard about Decentralized Autonomous Organizations (DAOs) performing innovative and incredible work using smart contracts and tokens.
Over the next six months, the market had a major correction. The market lost over $700B of market capitalization.
Crypto is not dead. It’s just that the technology behind it is. Solidity, the software for Ethereum smart contracts, was developed seven years ago and has seen dramatic growth over the crypto bull run.
The token price boom attracted the best developers from around the globe to collaborate on open-source projects that advanced technology by leaps and bollards. This technology is slowly, and in some cases rapidly, making its way into our daily lives.
This comparison will help you understand that AI has reached an “all-time high” and still has room for growth. ChatGPT has been discussed on country radio in small towns, at PTA meetings, and at business summits around the world (just as Bitcoin did). Technology is getting worldwide attention… but that attention will fade at some point.
AI’s implications will permeate our daily lives. It may be in the release of Notion AI by Notion, or we might not even notice that a tool is AI-enabled. In ten years, will anyone be able to say, “My car is AI!”? Will they be satisfied with the fact that their car is more responsive and understands them better?
For example, the Great Search Engine AI Race is a noise related to AI. I’ve heard SEO people talk about Google changing the way it shows rankings… they might not show rich snippets anymore and instead answer queries themselves using their AI engine. Bing’s partnership with OpenAI may help them to climb from their current position of less than 10% market share and eventually own what? 15%? What percentage of the market is 20%?
Does it matter? What do you think? It’s not really revolutionary for consumers. We will experience a superior experience but quickly adapt to that.
The AI will soon be omnipresent. It’ll become so ingrained in our daily lives that we (should) feel like it isn’t even there. The phrase “powered by AI” will soon feel like the high school entrepreneurial event, where students all claim that their project is powered by an “algorithm.”
What can a fractional CMO do
We did the same thing when TikTok was released. This is what we did when Clubhouse became a Twitter sensation. We did the same thing when Leadpages, then Clickfunnels, made building sales pages and funnels easier.
These new tools are incorporated into our client’s strategy and implemented appropriately.
That’s it. You’re done.
Fractional CMOs solve bigger problems. This should be the mantra you use as you develop your Fractional-CMO practice. The larger the problem, the more you will reap the rewards for yourself and your bank.
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