In a world where AI is reshaping the marketing landscape, marketers must learn to balance new technology while maintaining the essence of human connection. Last week’s Marketers That Matter Forum, sponsored by The Wall Street Journal and Rokt, brought together five visionary leaders to tackle this topic. They explored the dance between cutting-edge technology and timeless marketing principles and the critical role of creativity and adaptability in building meaningful careers.

The panel featured Emma Medina, SVP of Marketing at Cincoro Tequila; Mia Libby, SVP of Enterprise at The Wall Street Journal; Thomas Ranese, former CMO at Uber and Chobani; Renee Paradise, Chief Digital Officer at Veronica Beard; and Doug Rozen, CMO at Rokt. Here are some of the top lessons shared:

The AI Revolution: Artful intelligence, not artificial

Doug Rozen, CMO at Rokt, set the tone for the discussion by highlighting the transformative power of AI in marketing:

“AI is enabling unprecedented customization, but we must be cautious of over-personalization.”

He introduced the concept of “artful intelligence,” emphasizing that while technology plays a crucial role, it should not overshadow the importance of creativity in storytelling. It can’t just be the machines alone. Marketers need to continually incorporate both data-driven insights and creativity into their practices to strike the right balance between personalization and meaningful storytelling.

Emma Medina, SVP of Marketing at Cincoro Tequila, shared a practical example of this balance:

“We recently used AI to analyze customer data and create personalized email campaigns. The results were impressive, but we made sure to inject our brand’s unique voice and storytelling elements to keep the human touch intact.”

The importance of relevance over personalization

The panel agreed that while personalization has become commonplace, true impact comes from relevance. Mia Libby, SVP of Enterprise at The Wall Street Journal, stressed this point:

“It’s not just about personalization; it’s about delivering the right content at the right time to the right person through the right channel. That’s meaningful relevance.”

Thomas Ranese, former CMO at Uber and Chobani, illustrated this concept with a compelling anecdote:

“At Uber, we used AI to predict when a user might need a ride based on their past behavior. But we combined this with real-time data on local events and weather conditions to offer truly relevant promotions.”

The evolving role of marketers

As AI continues to reshape the industry, the panelists discussed how marketing roles are shifting from specialist to generalist positions. Renee Paradise, Digital Adviser at Veronica Beard, emphasized adaptability:

“The modern marketer needs to be a jack-of-all-trades. We’re shifting from narrow specializations to broader skill sets that can navigate technology, creativity, and strategy.”

Career advice for aspiring marketers

The panelists shared valuable lessons for those looking to carve out successful careers in marketing, including:

• Chase experiences over titles: Focus on gaining diverse experiences that enrich your skill set rather than fixating on job titles or pay.
• Embrace adaptability: The marketing landscape is constantly changing, and being versatile will allow you to thrive amidst these shifts.
• Continuous learning: Stay updated with the latest marketing trends, technologies, and best practices to remain competitive.

Emma Medina encapsulated this sentiment:

“Chase experiences, not levels or titles. All those things will come. Play chess, not checkers.”

Additionally, Mia Libby highlighted the importance of team fulfillment:

“How we know the business will succeed is if our people are fulfilled.”

If one thing is certain after last week’s event, it’s that marketers who stand out will be those who can harness the power of AI to enhance customer experiences while never losing sight of the human element that truly connects brands with their audiences. Check out Rokt’s blog for more recaps from our recent events.