The Future of AI in Marketing

As I complete my undergraduate degree in Marketing and shift to begin my Masters in Business Analytics, I hope to have a career in the Marketing Analytics industry. Currently, this market is very strong since many companies are investing in data driven marketing. According to the Harvard Business School, many marketing efforts have the same goal of increasing brand awareness and generating profit. Marketing Analytics takes the data from these marketing campaigns, and analyzes it to improve things like efficiency and customer satisfaction. This includes customer insights, personalized advertisements, and even consumer tracking. To be successful in this role, it is helpful to know a variety of programming applications. Some of these include SQL, R Studio, Python, and Excel. Currently, knowing how to use AI as a tool to predict different outcomes has been an increasing trend amongst these analysts. All of these tools help marketing analysts give companies models and data to make better decisions for the future.

However in a technical world, the use of Artificial Intelligence can be very powerful, but many people are worried about how it's reshaping the industry. Using AI in marketing can help personalize experiences and optimize campaigns according to the Raymond School of Business. While AI is helpful for forecasting, personalization, and automation, there are some challenges that come with it. Many have concerns in regards to privacy and data use. The future of marking will involve the use of AI. The incoming and current workforce will have to have data understanding and still have critical thinking and creativity. While AI enhances marketing, it does not replace human judgment and creativity that current marketers have. 

In the future, I eventually see myself in a leadership role. I want to manage the marketing of a company, while also being able to communicate and understand the performance of the different campaigns. Since I am getting my undergraduate degree in Marketing, and also getting my Masters in Business Analytics in the fall, I want to combine both of these aspects. At first glance, I understand how different these two degrees seem. However, I have come to understand that one is not able to be without the other. Any campaign that is created, is created for a purpose, whether it's with the intention of generating revenue or bringing in more customers, there is going to be someone who needs to analyze and track the performance of the campaign. Being the person who can create a campaign and understand the metrics behind it is the position that I want to be in. This role bridges the gap between the creative and technical side within a company. I want to positively impact whatever consumer market I am working in through creative (marketing) and impactful solutions (analytics).