Automation: Will it take our jobs?

15 August 2018

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 August 15, 2018
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Category: Blog

Any (human) person with even the most basic knowledge of popular 80s and 90s sci-fi knows that when it comes to robots and AI, it spells bad news for the human race. Much has been said about the ever-increasing rise of the machines and what automation means for the future, with plenty arguing the case for and against this automated future.

 

In case, for whatever reason, you have missed out on the influx of ‘robots will steal our jobs’ news articles, check out this article from the Guardian.

 

After you strip away the scaremongering and the articles with more swing than Serena Williams, it is clear that whilst change is coming, you probably don’t have to climb into the bunker with Sarah Connor just yet.

 

 

After reading a recent issue by The Drum, which focuses on this very topic, we wanted to give our human processed opinions on the subject.

 

Paranoid Androids

So, the big question. Will our jobs still be there in 20, or even 10 years time?

 

 

From the perspective of someone who works heavily in digital marketing, the answer will never be a straight forward yes or no. Already we see signs of automation aiding the work we do as marketers, and creating new avenues for creative advertising and customer interaction.

 

The influence and power of technology is likely to increase with time, and change brings opportunity. If the widespread rollout of electricity, television and the internet hasn’t rocked us off this mortal coil, then it is unlikely that the rolling boulder of AI will change that.

 

Instead, technology is likely to follow the same path it has already been on, by gradually becoming a larger part of our day to day lives, with our daily routine adapting to meet it.

 

 

To see an example of this first hand, you only need to look at the Google Homes and Alexas of the world for a demonstration of human and AI capabilities working in tandem. Flash back a few decades and the thought of having your own AI device in your home, powering your lights, playing your favorite Spotify playlist and telling you jokes on command, would have all sounded like science fiction.

 

…But look how far we’ve come.

 

Taking it online

When it comes to the world of digital marketing, the transition couldn’t be more beneficial or apparent. Take a trip round Giant Towers and you can see artificial intelligence lending a helping hand in almost every department.  

 

 

Technical elements such as PPC and SEO have had to shift quite substantially in the last few years. This has not involved showing startled account teams the door, but, in contrast, training up our teams to deal with the updates and adapting what we do to suit the industry changes.

 

Voice search has become a huge part of search, and by extension, our SEO work at SGM. According to Google, “20 percent of all searches” were from voice search in 2017 – and this is only expected to grow. Our team have had to rapidly change our approach to factor in the new ways that people are using digital media, and ensure our approach reflects this.

 

 

When it comes to PPC, AI has been particularly helpful. Utilising smarter targeting and bidding strategies has helped us gain even more exposure for our clients, and it’s done in a more efficient manner than through human intuition alone. Rather than over-relying on these ‘intelligent’ tools and seeing performance tank, it is important to have that human element maintaining control. We will always need the experience and expertise of a human being to ensure that what a machine understands as good performance still holds true in the real world.

 

 

It is a juggling act, which perfectly demonstrates the symbiotic nature that AI and human workers are likely to have across many industries.

 

Times they are a changin’

Automation, machine learning and robotics are moving at a pace that is difficult to always plan for. The rapid acceleration of these elements mean that we, as people, not just marketers, have to change too – or face being left behind in the dark.

 

When it comes to marketing, the same is true. As a (self-proclaimed) creative human bean you would think I of all people would be able to sit back and watch the robot uprising from afar, but with AI already creating content and art and more, it is clear that NO ONE IS SAFE.

 

 

We have weekly training, internal news shares and a team of self-motivated thinkers who ensure that, no matter what industry changes come up, we are ready to face those updates head on – and make sure that we use them to our advantage.

 

In short, the real answer to whether we will be without jobs in 15 years time is down to the decisions we, and the companies we work for, make now.

Though the invention of the internet seems like an unfathomably long time ago now, a similar situation would have arisen then. To many businesses, the internet must have seemed like the grim reaper in digital form – and it is true that it did speed the demise of a few reluctant businesses. However, from those ashes rose countless opportunities for new businesses, big and small.

 

When it comes to the next generation of AI, the real question you need to ask yourself is “Will I be Netflix or Blockbusters?”

 

To make sure you are always in the know, check out our Facebook or Twitter or to increase your digital marketing skills (to make yourself less expendable when the robot overlords come a-knocking) check out the range of courses run by Giant Campus.

 

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