In her foreword to New Zealand Government high-tech support agency Callaghan Innovation’s first annual inCite report released earlier this week CEO Vic Crone warned that around half of New Zealand jobs could disappear in the next decade.
Not all those jobs are likely to be in legacy roles. A new artificial intelligence product to aid digital marketing campaigns could herald the demise of the very new digital-age role of digital marketer.
Sydney based Big Red Group, a recently formed umbrella company for RedBalloon, Redii, Wrapped and The Huddle, has secured the exclusive rights for New Zealand and Australia to what it claims is the world's first artificial intelligence (AI) digital marketing platform, known as Albert.
Big Red describes Albert as “a fully autonomous, enterprise-level artificial intelligence marketing platform that drives digital marketing campaigns from start to finish for some of the world’s leading brands.”
It says Albert’s success in transforming major brands’ cross-channel digital marketing efforts has been well documented in the US.
“The AI platform has been publicly credited with driving 40 percent of Harley-Davidson’s New York City sales, influencing lingerie brand Cosabella’s decision to replace its digital agencies with AI, and creating so much demand for Dole Asia’s canned goods that its suppliers initially ran out of stock before ultimately reaching an 87 per cent increase in sales across the board.”
Albert is the brainchild of Israeli company, Albert Technologies, which says: “Albert wades through massive amounts of data, converting it into insights, and autonomously acting on these insights, across channels, devices and formats, in real time.”
This, it says, “eliminates the manual and time-consuming tasks that currently limit the effectiveness and results of modern digital advertising and marketing.”
Big Red says its RedBalloon subsidiary was able to identify and execute over 6,400 keywords to improve performance across the RedBalloon business within 24 hours of using Albert.
“By way of comparison, this would take a human SEM [search engine marketing] expert up to a year to achieve,” it says.
“Albert was also able to reduce the cost of acquiring a customer to RedBalloon by more than 25 percent in less than 30 days, demonstrating its capacity to reduce overall costs by north of 40 percent.”
Big Red cofounder Naomi Simson said the world should not fear the “rising tide of technology that is beginning to replace higher functioning process driven roles,” because it “frees our people up to focus on the higher value tasks like collaboration, strategy and creativity - human and higher functioning skills that at this point cannot be replicated, and certainly not replaced, by AI.”
Whether those roles will require the same number of staff as presently hold “higher functioning process driven roles” is another question.