Emerging Domains

While leading companies have long been using Artificial Intelligence (AI) for marketing applications, Generative Artificial Intelligence (Gen-AI) is a new and evolving area of marketing careers. Two broad job areas seem to have emerged. The first area includes marketing roles focusing on marketing applications of Gen-AI, and the second area includes marketing jobs related to the marketing of Gen-AI platforms to companies. The nature of the responsibilities is evolving rapidly—the listed areas below present general employment areas rather than specific job titles.

Job roles are transforming as firms explore new ways to employ Gen-AI for marketing applications. Job listings are gradually starting to have Gen-AI as a required or optional skill. It is anticipated that a wide range of marketing roles will use AI or Gen-AI tools, one way or another, in the future.

Relevant managerial positions are fewer at this time since the top leadership in most companies is responsible for making fundamental decisions. Strategic leadership develops strategies to take advantage of the opportunities provided by Gen-AI and address potential challenges. They work with firm leadership to define, shape, and execute Gen AI strategies within their business. These leaders may partner with policymakers, researchers, sales professionals, engineers, and other stakeholders to adjust to the changing AI and public policy landscape and drive new requirements across company teams. They provide internal consulting, issue policy or guidance on high-impact AI use cases, and evaluate AI-driven products to assess risks and define requirements.

The roles related to the second area–marketing Gen-AI platforms to companies–are observed primarily in technology companies, especially the leading ones. The posted jobs are organized into two broad categories listed below, most of which require some experience in technology.

Marketing/Business Development for Gen-AI

The Marketing/Business Development for Gen-AI roles entails leading AI product marketing and business development efforts for the current and future AI portfolio. They influence product strategies and positioning for target audiences, drive go-to-marketing efforts, and work and drive cross-functional collaboration with partners throughout the company. They execute strategic initiatives, help raise Gen-AI proficiencies of the core team, engage with existing and prospective customers, and work with partners for complex AI launches across the company while minimizing risks. Leading roles require experience with sales leadership, business development, strategy, and operations expertise. Relevant roles include content strategy design and channels for syndication, including but not limited to earned media, external blogs, social content creation and syndication, and speaking at events. (BA/BS, 10+ yrs. Exp.)

Market Research/Analyst

A Market Research Analyst analyzes the market, competitors, and consumers to understand the advancement of AI and Generative AI technologies and generate insights. Relevant roles discussed in marketing research may be applicable. They stay updated on AI trends and leverage AI techniques to analyze and interpret data, providing actionable insights to improve marketing strategies. (BA/BS, 6+ yrs. Exp.)

Chief Sustainability Officer/Vice President

The Chief Sustainability Officer/ VP works with various stakeholders to address the organization’s approach to environmental responsibility and sustainable development. They oversee the overall execution, mission, and efficacy of the sustainability program and the sustainability department. They also identify areas of improvement, propose and implement policies and strategies to address various sustainability concerns, and prepare reports, presentations, and proposals for the Chief Executive Officer, Board of Directors, Investor Relations teams, and other key leadership executives. (BS, MS, 5+ yrs. Exp.).

Business Sustainability Strategy Director/Manager/ Specialist/Advisor/Coordinator

A Sustainability Specialist collaborates with various teams within and outside the company to identify sustainability initiatives in product development, operations, sales, and public relations to improve a company’s social and environmental impact. Their responsibilities include evaluating and reporting environmental impacts, developing and recommending sustainability plans, and ensuring compliance with local and global regulations and standards. They may also educate and train employees and stakeholders on sustainability topics. Similar titles are Social Impact Consultant and Environmental/Eco/Green Consultant. (BS, MBA/ MS, Entry: 0-2 yrs., Mid/Jr. Level: 2+ yrs., Sr. Level: 5+ yrs. Exp.)

Corporate Responsibility Associate/Officer/Manager

The Corporate Responsibility Officer is in charge of defining and advancing the work of corporate social responsibility for a company. Individuals in this role create corporate social responsibility reports, oversee Diversity, Equity, and Inclusion (DEI) efforts, and coordinate company outreach and volunteer programs. They also engage with communities and organizations to develop, implement, and elevate Corporate Social Responsibility (CSR) strategy and impact. They ensure that the company is engaging with all stakeholders in a socially responsible way. Finally, these Associates serve as primary CSR liaison with corporate and external organizations. (BS, 2+ yrs. Exp.)

ESG Analyst

An ESG (Environmental, Social, and Governance) Analyst is responsible for researching ESG factors and combining this information with relevant financial data to analyze an industry, a product, a marketing program, or a public policy. They gather and analyze relevant data and perform benchmark analysis to evaluate a firm’s initiatives’ effects on the environment and society. They also utilize knowledge of relevant ESG principles, industry standards, and financial markets to illustrate these effects and provide oversight for identifying and managing ESG risks. Often, they work closely with DEI teams to coordinate strategies and manage external communication. Communicates findings and recommendations to internal and external parties. (BS, 0-2 yrs. Exp.)