7 Soft Skills for Generative AI Marketing Success

Today’s generative artificial intelligence (AI) tools go well beyond text and image creation; they enable us to generate brand elements, infographics, design layouts, short- and long-format videos, voice and music tracks, and interactive animations.  For marketers, access to this ever-expanding array of creative content development apps and platforms means we now have nearly infinite capability to develop mind-blowing marketing . . . right at our fingertips!

But while artificial intelligence has brought forth boundless opportunities to produce content faster and at lower cost, as AI continues to reshape the landscape, marketers need to go beyond mere mastery of new technical skills; to fully leverage AI to achieve our most powerful marketing, we must cultivate key soft skills that complement our newly gained technical knowledge.

Put into practice, the following seven distinct traits and proficiencies foster innovation, strategic thinking, and creative excellence. They will significantly increase your potential to propel the success of your marketing content and enhance the efficacy and value of the results you achieve.

1.     Become Adept at Creative Direction - Explore Your Boundless Creativity: In a world where AI is beginning to contribute creatively, successful AI marketers understand the nuances of different content types. Be it visuals, videos, or written content, the ability to direct AI-generated creativity sets you apart. Instead of merely accepting AI-generated outputs, master the art of guiding AI to achieve content that aligns seamlessly with your brand's voice and resonates deeply with your audience.

2.     Maintain a Curatorial Mindset - Embrace AI as a Partner, not a Substitute: AI isn't about replacing marketers; it's about enhancing their capabilities. Successful AI marketers adopt a curatorial mindset, using AI to generate options that spark inspiration. Remember, AI-generated content is a steppingstone, not the final destination. Embrace the role of a curator who selects, refines, and tailors AI suggestions to craft content that captures attention and fosters engagement.

3.     Hone Your Critical Thinking Skills - Question, Vet, and Elevate AI-Driven Insights: As you dive into the vast pool of AI-generated insights, develop a knack for critical thinking. Not all AI-generated recommendations are gold. Successful AI marketers maintain a healthy skepticism, asking 'What if?' and 'Tell me more.' to uncover the hidden layers. Learn when to vet AI-driven insights and how to combine them with human intuition to create strategies that are both data-driven and innovative.

4.     Be a Strategic Innovator - Harness AI for Growth: AI opens doors to unparalleled strategic possibilities. Successful AI marketers wield AI's power to uncover trends, analyze customer behavior, and personalize experiences. Capitalize on AI's predictive capabilities to forecast market trends and develop proactive campaigns that resonate with your audience's desires and preferences.

5.     Hold a Continuous Learner's Mindset - Embrace the Journey of AI Mastery: To stay ahead, develop an insatiable thirst for learning about AI's potential. Successful AI marketers dedicate time to understand AI advancements, staying updated on emerging technologies, and exploring case studies of AI-driven marketing successes. Adopt a mentor's outlook as you collaborate with AI platforms, nurturing your skills and driving innovation across campaigns.

6.     Become a Data-Driven Storyteller - Craft Compelling Narratives with AI Insights: AI thrives on data, and so can your storytelling. Successful AI marketers blend AI insights with their creativity to weave data-driven narratives that resonate. Dive deep into AI-generated data, extracting meaningful patterns that help you tell stories that are not just captivating, but also backed by evidence.

7.     Be the Adaptable Visionary - Embrace Change and Lead with AI: The AI landscape is constantly evolving. Successful AI marketers anticipate change and adapt their strategies accordingly. As AI capabilities expand, challenge your preconceptions, and explore alternative hypothetical scenarios. Be the visionary who pioneers AI integration, propelling your brand to new heights of innovation and engagement.

"Becoming a successful AI marketer demands more than just technical skills—it requires a mindset that is curious, creative, and strategic." - Moss Kardener, OnStrategy Consultants

You can create marketing campaigns that captivate, engage, and leave a lasting impact by harnessing AI's potential while staying true to your unique insights as a human and bringing the wisdom you have gleaned over the course of your marketing career to the task. Embrace the journey of mastering AI's possibilities; in doing so, you'll shape the future of marketing and redefine what's possible within this dynamic new landscape.

Moss Kardener heads OnStrategy Consultants, an Oakland-based firm specializing in strategy development, positioning, and brand marketing for small and mid-size product and service companies. Reach him directly at +1 (510) 499-9697 or by email at [email protected].

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