Can AI help secure marketing's reputation as a catalyst for growth at C-suite level?

As the judging day for The Drum Awards for Marketing (EMEA) commenced, senior marketers examined artificial intelligence's dual impact on marketing: enhancing creative processes and altering perceptions of marketing's significance within organizations. While AI introduces greater efficiency through automation and generative tools, it also raises concerns about creativity and control. Former executives emphasized the importance of collaboration between marketing and other C-suite roles to define AI's strategic impact and navigate the complexities it introduces to the marketing landscape.

I think that the speed with which AI comes in and challenges all of the thinking and the trajectory on how we built the organization, it makes you think, what is the organization of the future? We need to work now with the other people in the C-suite to have a holistic plan on what the company stands for, what the strategy is and how marketing fits into that. Marketing becomes more and more a transformation or change catalyst, but it's complex.

As AI's grip on the marketing discipline tightens, a new tension appears to be emerging. On one hand, brands are embracing automation and generative tools to unlock improved efficiencies, while on the other, there's a growing unease about creativity, control and the very identity of what marketers do.

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