Have you started using AI in marketing? Do you know how to do it effectively?
Did you know that 64% of marketing managers are more likely to hire someone with a certification in artificial intelligence (AI) compared to those without it? According to our latest research, the most critical skill missing from teams in 2024 is the application of AI in digital marketing.

So, how can you leverage this limitless resource and gain an edge in the upcoming new era of the industry? Before we provide a solution, let’s explore some essential questions we posed to our instructor, Tihomir Opačić.

1. Can the marketing industry of the future even be imagined without AI?

As we enter the fourth industrial revolution driven by artificial intelligence, we can draw parallels with the second industrial revolution, where mechanization transformed most manufacturing processes. The productivity leap achieved by individuals and companies at the beginning of the 20th century through modernization allowed only the adaptive to survive.

Similarly, marketers who neglect or refuse to enhance their productivity and creativity through AI tools will struggle to keep up with colleagues who are already using these tools effectively today.

2. Although there is significant distrust of AI-generated content, how much does the outcome depend on the user’s knowledge?

Generative AI tools should be viewed as what they are – tools. Every tool comes with instructions, and the same goes for large language models (LLMs) like ChatGPT, developed by OpenAI. To get high-quality, tailored results, users must understand how these systems function and become familiar with prompt engineering techniques.

This knowledge ensures that generated outputs align as closely as possible with the author’s writing style, expression, and—most importantly—their intent.

3. To what extent can creative processes be improved by AI, and is there a real danger that computers will replace humans in this field?

To create any meaningful content, the creative process is often preceded by extensive research and preparation. In marketing, AI tools primarily help with repetitive, less creative but still essential tasks.

When it comes to the much-needed spark of creativity, my personal view is that human imagination and creativity are irreplaceable. If we learn to use AI tools well, they can serve as valuable collaborators that help ignite that spark of creativity. However, I don’t believe that AI will take over the roles of innovation and creativity from humans anytime soon.

If these questions have piqued your interest, we encourage you to explore the curriculum and skills offered in our new course, AI in Digital Marketing.

The program is tailored to meet the demands that modern technology and artificial intelligence (AI) bring to the world of marketing. Throughout this two-day course, participants will acquire both basic and advanced knowledge on applying generative AI (Gen-AI) in marketing, focusing on enhancing productivity and optimizing marketing activities.

We look forward to seeing you! 😊