Indeed’s CMO Jessica Jensen recently emphasized the power of AI in marketing, stating that marketers who embrace AI and focus on societal value will be the most successful. With the rise of generative AI, marketing professionals are now faced with the question of how this technology will impact their future in the industry.
As the head of a team of 400+ marketing professionals at Indeed, Jensen recognizes the potential of AI to transform marketing, but also emphasizes the need for human oversight to ensure that technology does not inadvertently perpetuate biases. The use of OpenAI GPT-4 APIs has allowed Indeed to create job seeker content 75% faster and save over $10 million, but challenges still exist in addressing biases in AI-generated content.
To ensure inclusivity and accuracy, Jensen and her team have implemented processes for fact-checking and bias identification, recognizing the limitations of AI models to represent diverse groups and prevent outdated gender and job role biases. Additionally, AI has been utilized to expedite design options for campaign graphics, but human input remains a priority to maintain quality and minimize bias in the creative process.
In light of the impact of AI on job roles, Indeed’s Hiring Lab conducted a study revealing that GenAI will significantly influence almost all jobs, with marketing jobs among those most exposed to the technology. Despite the potential threat, Jensen asserts that marketers should view this shift as an opportunity to connect business value with societal value, emphasizing the importance of ensuring that AI outputs represent and empower diverse groups in society.
As the role of marketers continues to evolve, Jensen advocates for a collaborative approach to navigate the impact of AI on the industry, highlighting the need for human control and oversight in leveraging AI for marketing purposes. Ultimately, marketers who prioritize societal value alongside business value will be best positioned for success in an AI-driven future.