Dentsu Boss, Rowlands urges CMOs to see AI as co-pilot, not competitor
By Seun Johnson
Players in the marketing communications industry have been urged to embrace Artificial Intelligence as a co-pilot in realising their brand vision, rather than viewing it as a competitor.
This was posited Friday by Dawn Rowlands, Chief Executive Officer, Dentsu South Africa while delivering her keynote address at the MARKETING EDGE National Marketing Stakeholders Summit 2024, themed: “Tech Acceleration Without Sacrificing Human Creativity.”
In her profound presentation, focusing on how creativity can co-exist with technology, Rowlands highlighted the rapid changes marketers are facing and the need to adapt. She noted that change in the marketing industry is happening faster than expected, driven by the advent of artificial intelligence, social commerce, and immersive technologies.
The Dentsu Boss opined that marketers are moving from traditional methods, such as focusing on share of voice, to more culturally embedded approaches like share of culture. However, many brands struggle to build this cultural connection effectively.
According to her, marketing has transformed from controlling to conducting. CMOs are increasingly partnering with talents to craft authentic brand experiences.
“The convergence of culture, commerce, and creators is reshaping consumer experiences. The rise of social commerce, alongside technologies like mixed reality and gaming, presents both opportunities and challenges for marketers striving to make their visions a reality,” she emphasized.
Speaking further on AI and community engagement, Rowlands explained that the role of AI has evolved from a perceived competitor to a co-pilot for marketing professionals. She stressed that, through AI, social listening and community engagement, CMOs have continued to gain foresight that enable them to predict future trends.
She called on marketers to double down on innovation not just at the pheriphery but also at the core of their business.
In her words, “We must double down on innovation to unlock new growth and transform not only our businesses but society at large. From taking new brief to transforming and changing society, CMOs want agency partners who can challenge the brief for the good of the business and the good of society.”
The guest speaker, however, reinstated the need for marketers to strike a balance between leveraging technology and maintaining human creativity, citing it as a necessary combination that will drive brand growth and societal transformation in the years to come.
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