December 5, 2023

Automation will shape how we work and prosper for years to come. The technology landscape is constantly evolving, and professionals, executives, and businesses must keep up if they are to remain relevant and competitive. So, how will automation change jobs, skills and job market trends? How will it affect different industries and jobs?

We recently asked our key executives what they think automation will mean for the future of work in their respective industries.

Here are their responses…

Lisa Perry, Head of Global Marketing

Automation has arrived and is impacting businesses every day. As brand marketers, automation has changed the game from chatbots to ChatGPT. In 2023, global marketing automation spending will reach $25 billion. At this time, it is in your best interest to adopt these transformative technologies. that’s why.

Customer Insights and Personalization:

Automation platforms such as Salesforce Marketing Cloud, Adobe Analytics, Google Analytics, and Tableau enable brand marketers to collect and analyze vast amounts of customer data in real time. This rich insight into customer behavior, preferences and trends enables marketers to create highly targeted and personalized messaging, content, offers and campaigns. By leveraging tools that leverage this data, marketers can deliver the right message to the right audience at the right time. This allows for continuous optimization and agile adaptation to changing market dynamics, ultimately leading to better outcomes including increased engagement, conversions, ROI and improved customer experience.

Simplify process and efficiency:

Automation can simplify many routine, repetitive and time-consuming tasks. Marketers can focus on strategic planning and creative thinking by automating data analysis, content creation, scheduling, query response, product recommendations, campaign management, and even chatbot interactions with customers. Automation tools like HubSpot and Marketo increase productivity and deliver personalized brand experiences at scale.

Improved content creation and delivery:

Automation helps optimize content creation. Tools like Canva and ChatGPT simplify content creation and distribution for brand marketers. Platforms like Canva offer easy-to-use templates, smart image selection, and automatic scheduling. Platforms like ChatGPT use cutting-edge artificial intelligence techniques to produce high-quality content at scale, saving time and resources. A Gartner Research It is estimated that by 2024, content generated by artificial intelligence will account for 30% of the total content produced by enterprises. Automation simplifies the content creation process, increases productivity, and allows for agile responses to market trends and consumer demands.

Human-Centered Creativity:

Marketers can harness the power of automation to simplify repetitive tasks and spend more time on creative thinking and ideation. Tools like Adobe Creative Cloud and Hootsuite provide a wealth of inspiration, creative resources, and collaboration features that spark innovation. Marketers can craft unique and emotionally powerful brand experiences by combining creativity with automation-driven insights.

Automation has the power to revolutionize the way brand marketers work in the future. It is important to ensure that automation augments, rather than replaces, human creativity and empathy to create impactful and authentic brand experiences.

Lisa Perry Helping companies build leadership brands, drive loyal customers and achieve profitability. She does this through the process of building brands that consumers love. Her goal is to help companies develop, monetize and grow their brands.

Lynn Holland, Vice President of Sales and Business Development

automation software concept

Image via Bigstock

As a technology salesperson, I have found that traditional enterprise decision makers have been rather slow in recent years to understand, cost justify, or embrace digital transformation, even when there is a clear business case. This limits the threat of automation to the human workforce.

However, as decision-making power begins to fall to younger executives, who face increased pressure to increase productivity and profitability in an app-pervasive world, it becomes increasingly difficult to resist not investing when the payback is fairly quick for automating low-value activities and proving.

Fast-forward to 2023, and AI and machine learning models are emerging from the shadows of expensive, engineer-intensive, heavy applications to become off-the-shelf, open-source, everyday technologies. I believe automation is both an opportunity and a challenge for the modern workforce, as determined by workers taking the initiative to stay relevant by learning and embracing new technologies in their industries and roles.

Some measures will help employees proactively position themselves to coexist with technology in the workplace:

  • Acknowledge that low-value, repetitive tasks and jobs will be eliminated.
  • Look for opportunities to be an early user of new technologies in your organization.
  • Reduce personal expenses to withstand job transitions, and invest aggressively in continuing education, if needed.
  • Be a perpetual learner. Commit to learning emerging technologies applicable to your industry and your role. There is also investment in enhancing fundamental human skills such as communication, influence building, problem solving, creativity, critical thinking and emotional intelligence.

Whether learning from trusted content on YouTube, masterclasses, paid courses with a community of peers, respected business books or university courses, make learning and personal development a priority.

  • Think like an entrepreneur, find unmet needs around you, and solve them with innovative products, services, or even new applications. With low-code/no-code available for many technology tools and open APIs, now is a great time to start a business or take a side job to create a new revenue stream.
  • Join a community of peers to be challenged and supported in your personal development.
  • Prioritize building your personal brand through content strategy and permanent content distribution to gain visibility, improve your image, document and share your expertise, and expand your network and opportunities.

Lynn Holland is a business development executive with 18+ years of experience bringing operations, IoT and retail technology, product and consumer engagement to market with a focus on oil and convenience retail.

Michael Willis, Head of Sports Business Operations

Automation in NFL Concepts

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Workplace automation uses systems to perform predictable and repetitive tasks without human input.

Does this mean people will lose their jobs? Will automation further shrink the workforce?

I used automation all the time when I worked in financial operations in the NFL. I create macros in my Excel spreadsheets to take data in one cell and use it in another to tell a story. I further use macros in budget and predictive modeling.

In football, automation monitors the game for several purposes:

  1. Broadcast centers use various camera feeds to report games on a game-by-play basis. Sports journalism is big business when it comes to statistics and data.
  2. Live game officials and replay officials use camera footage showing different angles so that coaches can challenge split decisions made by game officials. Cameras are placed in the end zone to cover an accurate scoring view. Every game is competitive, and every call can mean the difference between winning and losing.
  3. Game officials on the field score using an automated system to track the calls they make on the field. Good calls, bad calls, no calls. This grading is used to place officials in playoff games.
  4. On the sidelines, the coaching staff uses sideline tablets to review playbooks for upcoming games and formations.
  5. Scouting and recruiting use automation to get every player’s play-by-play stats and activity. Track damage. End time. Players perform. Health and Safety Report.

michael willis 18+ years of experience working with accounting and sports organizations, managing P&Ls from $10 million to over $125 million and budgets from $3 million to over $50 million. He worked in the NFL for 22 1/2 years, mostly with game officials on the financial/accounting side.

Ana Smith, Leadership Development and Learning Strategist

Automation in Manufacturing Concepts

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In an era defined by technological advancements, automation has become a transformative force shaping the work environment. The future of work is undergoing a profound revolution as industries embrace intelligent machines and algorithms. I want to dive into some of the key pros and cons of automation to navigate this transformative shift.

Some key advantages of automation:

  1. Improve efficiency: Automation eliminates repetitive and mundane tasks, freeing employees to focus on higher-value, creative and strategic work. This leads to increased productivity and efficiency in various industries.
  2. Enhanced security: Robots and machines can perform hazardous or hazardous tasks, thereby reducing the risk of accidents and injuries in the workplace. This is particularly beneficial for industries such as manufacturing, mining and construction.
  3. save costs: Automation can provide businesses with significant cost savings because machines require no wages, benefits, or downtime. It simplifies operations, reduces errors and optimizes resource allocation.
  4. quality improvement: Automated systems can consistently produce high-quality output, minimizing errors and variations. This is especially important in industries such as healthcare where precision and accuracy are critical.
  5. Create job opportunies: Contrary to popular belief, automation has the potential to create new jobs that do not exist today. As technology advances, new roles emerge that require skills in programming, robotics, data analysis, and maintenance of automated systems.

Some major disadvantages of automation:

  1. Job Displacement: The rapid adoption of automation technologies could result in job losses for workers who perform routine and repetitive tasks. Certain occupations may become obsolete, requiring individuals to relearn or upskill to remain relevant in the workforce.
  2. Income Gap: The benefits of automation are unevenly distributed and may exacerbate income inequality. Displaced workers may have difficulty finding alternative jobs, leading to socioeconomic disparities.
  3. Lack of human interaction: In industries where automation prevails, such as customer service or hospitality, a lack of human interaction can affect service quality and customer satisfaction.
  4. Ethical considerations: Automation raises ethical questions about privacy, data security, and algorithmic bias. Striking the right balance between technological advancement and ethical principles is critical to ensuring responsible automation.

The question for each of us is how we prepare for this.

anna smith Helps people and organizations realize their full potential by developing and co-creating people strategies and custom solutions, and translating them into impactful outcomes and collaborative relationships, with coaching as the “red thread”.

What do you think automation means for the future of work?join the conversation inside Work It Daily’s Execution Plan.

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