As generative AI achieves near-AGI capabilities, the marketer’s role transforms profoundly. By 2030, CMOs and strategic marketers’ roles will profoundly evolve demanding new skillsets, leadership styles, and strategic approaches.
The Elevation Era reshapes traditional marketing roles into strategic oversight positions. Marketers now primarily interpret AI-generated insights, make ethical judgments, and guide sophisticated AI-driven strategic initiatives. This evolution requires marketers to cultivate advanced strategic capabilities and a deep understanding of AI technology.
Marketers who effectively prepare for this transformation will thrive, positioning their organizations for sustained innovation and strategic advantage.
Core Competencies for Future Marketers
The Elevation Era reshapes traditional marketing roles, emphasizing new strategic competencies:
1
AI Platform Stewardship:
CMOs will take a central role as strategic overseers of enterprise-wide AI platforms, managing large language models (LLMs) and diffusion models to ensure alignment with overall business goals.
2
Collaborative Strategic Visioning:
CMOs will collaborate directly with proactive AI assistants to shape strategic vision, leveraging AI’s predictive insights and scenario modeling capabilities. Marketers must become skilled interpreters and evaluators of AI-generated recommendations, ensuring strategic coherence and alignment.
3
Dynamic Marketing Orchestration:
Traditional marketing concepts of “campaigns” and “assets” evolve into continuous “marketing streams,” orchestrated dynamically through AI-driven, personalized content creation. Marketers will be responsible for ensuring brand consistency and strategic alignment across these dynamically generated streams.
4
Innovation through Human-AI Collaboration:
Marketers will oversee innovative collaborations between AI-generated strategies and human creativity, leveraging AI to facilitate new content partnerships, influencer strategies, and experiential marketing initiatives that AI alone cannot execute.
5
Ethical and Strategic Governance:
As AI autonomously shapes marketing strategy and execution, CMOs will play a crucial role in maintaining robust ethical and governance frameworks. Marketers will ensure responsible AI use, embedding transparency and accountability into strategic AI-driven marketing activities.
Preparing for the AGI-Enhanced Future
The Elevation Era sets the stage for marketing’s potential future evolution, driven by the anticipated emergence of Artificial General Intelligence (AGI). Marketers who successfully adapt and develop strategic capabilities during this period will possess a significant competitive advantage, confidently navigating the profound transformations AGI may introduce.
Rohan Tambyrajah | Global Chief Experience Officer, PHD
Organizations must proactively build strategic agility, analytical excellence, and ethical leadership capabilities, positioning marketing teams to continuously elevate brand experiences, consumer relationships, and strategic innovation in a future defined by AGI.
