AI is rapidly impacting nearly every industry and function, and most professionals have questions about how the technology will impact their corner of the working world.

In this series, we explore how AI is impacting specific functions, who the technology will benefit most, and how to best position yourself or your company to take advantage of it. In our last post, we explored how AI is impacting the field of business intelligence.

In our most recent entry, Ryan Narod, Head of Marketing at Mutiny provides his perspective on how AI is impacting the marketing and marketing technology. 

P.S. - if you’d like to continue the conversation with Ryan, you can book him on Office Hours.

How is AI transforming the marketing field?

"Generative AI started as a general-purpose copywriting assistant, and has become an integrated tool in marketers' workflows. It now assists in writing website code with Mutiny, suggests ad copy in AdWords, and even creates project plans in platforms like Notion. By using generative AI in context, marketers save time and focus on the things that matter."

Who will benefit most from these innovations?

"It's no secret that every MarTech tool wants to integrate AI into their application. Some are sprinting to bolt on a chatbot, just so they can say they have it, and some are really thinking through how to best integrate it into core user workflows. 

We're going to start to see a tale of two cities emerge in MarTech, and therefore a greater distance between the marketers who use these tools [and those who don't]. Legacy tools will add a novelty chatbot, and their users will never see the true benefit of AI, and modern MarTech tools will continue to innovate with AI in all the right ways, making their users more productive, creative, and successful."


What are common concerns, reservations, or misconceptions you have observed when it comes to the adoption of emerging AI-based technologies?

"The most common concern I've heard is that if everyone is using generative AI, all copy and creative will start to look the same. And while that's certainly going to be the case for mass-generated content, the role of marketers is evolving to prompt AI with the right inputs.

If you take a step back and think about the best Super Bowl ads you've seen...what makes them great is an amazing creative brief. At the end of the day, big brands hire creative agencies to produce those ads, and the difference between a great ad and one that falls flat, is a brief that clearly articulates things like user insights and brand voice. 

Prompting AI is going to be the same as writing a good brief - it's not about the mechanics of the prompt, it's about uncovering meaningful insights, which is not trivial."

How is Mutiny positioning itself for the future of AI?

"At Mutiny, we're on a mission to make everyone good at Growth. Today, in the face of budget cuts and a down economy, the biggest opportunity that marketing teams have is to make their website work harder for them. Historically, the way they've done that is to beg for help from engineering teams. But we've made that easier with a no-code editor that helps them build and test custom-tailored experiences for every visitor. These experiences help companies like Snowflake, Attentive, and ClickUp, increase conversions by up to 60%. 

Mutiny has been powered by generative AI since day one, powering recommendations and copy generation, and recent advances in the technology are taking these capabilities to the next level."

What excites you most about the future of AI in the marketing space?

"I'm excited for marketing to go back to what it was - creative and fun! Somehow between the Mad Men era and now, marketing got complicated and technical. And between all our tools, systems, and processes, we lost the art of what makes a marketing campaign special: deep user understanding coupled with a breakthrough insight. 

I think AI is going to remove all the boring, tedious parts of marketing, so we can finally have fun again and create campaigns that capture hearts and minds."

Office Hours recently spoke with Ryan Narod, Head of Marketing at Mutiny, about AI is impacting marketing tech.

Advisor spotlight: How AI is transforming marketing

Humanity is rapidly approaching a world where most codified, written knowledge can be accessed and synthesized almost instantly. This will create a world of new opportunities in areas like investment and market research, product development and other critical business functions. 


But intuitively, most humans understand that truly great decision-making requires more than instant access to codified knowledge & data. But why? 

In an ironic but enlightening experiment, we decided to pose this question to ChatGPT: 

"What role does human insight play in a world where AI has made codified knowledge more or less instantly accessible?"

"Even in a world where AI has made much of the world's codified knowledge more or less instantly accessible, human insight still plays a crucial role in a number of areas:

Understanding uncodified knowledge: While AI can help make codified knowledge accessible, there's a vast amount of uncodified knowledge that humans possess. This includes tacit knowledge, experiential knowledge, and knowledge that's hard to access, articulate or codify.

Complex decision making in uncertain environments: AI is brilliant at processing information quickly, but it doesn't have the ability to critically evaluate and interpret that information like a human can. Humans can consider the context, nuances, and potential biases in the information, and can make judgments about its reliability and relevance.

Creative problem-solving: Humans are able to think creatively, generate new ideas, and come up with innovative solutions to problems. AI can help with this by providing data and information, but the creative spark often comes from human insight.

Emotional intelligence: AI can analyze data, but it doesn't have emotional intelligence. Humans understand other people's feelings, motivations, and needs, and can use this understanding to navigate complex social situations, build relationships, and inspire others.

Ethics and values: Decisions that involve ethical considerations or value judgments are often best made by humans, because these decisions require an understanding of cultural, societal, and personal values that AI doesn't have.

In essence, AI can provide us with information and tools, but it's the human insight that determines how we use these tools and what we create with them. The combination of AI and human insight can be much more powerful than either one alone."

Office Hours is on a mission to make uncodified human knowledge easily accessible. 

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Office Hours is on a mission to make uncodified, human knowledge easily accessible.

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