What Is AI's Place In Marketing? John McNeil Weighs In [Forbes]
Under Armour, Inc. Class C (UA)
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Source: Forbes
Generative AI has several capabilities that could make it an indispensable tool for marketers. But its ability to generate images and videos have some marketers worried that it might be used to make their jobs less relevant and dilute the human element of the creative process that has built the industry. I talked to John McNeil, CEO of John McNeil Studios, about where he thinks AI can help—and harm—the marketing industry. This conversation has been edited for continuity, brevity and clarity. An excerpt appeared in Wednesday's Forbes CMO newsletter. Could you give me a rundown of how marketers have been using AI so far? McNeil: In a variety of ways across all aspects of the agency business, from operations to search engine optimization, to generating all kinds of content—largely written, but certainly also being used for creative ideation in the visual space, as well as in more language-based AI, like ChatGPT and so forth. It's been widely adopted across the spectrum of what an
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