In a recent interview in Cannes at Stagwell’s Sport Beach, Anne Becker, Senior Vice President of Trade Marketing & Communications at Paramount, shared her insights on the transformative role of AI in marketing with Aaron Kwittken, CEO of PRophet and CEO of Stagwell Marketing Cloud’s Comms Tech Unit. Known for her background as a journalist and passion for documentary storytelling, Anne has a unique perspective on leveraging AI to enhance human capabilities in marketing.

When asked by Aaron about her immediate thoughts on AI and marketing, Anne responded, “I think about AI as a skills amplifier, really a utility, something that's going to make us better and more efficient in our work, but certainly not something that's going to replace us.” This sentiment underscores her belief that AI serves as a tool to enhance human skills rather than supplant them.

Anne emphasizes the need to shift the industry's mindset towards AI. In her words, “I think we just need to reframe our mindset.I was recently talking to somebody and they said AI is not going to replace us - people who know how to leverage AI will.” This perspective suggests that the future of marketing lies in the symbiotic relationship between humans and AI, where understanding and utilizing AI effectively is crucial for success, “all of us need to learn about AI – how to use it, how to interact with it and how to partner.”

On the practical side of B2B and trade marketing, Anne highlights AI's potential to boost efficiency and impact, citing as examples AI’s capability to rapidly scan video for optimal sound bytes or near instantaneously take a crack at newsletter or social copy . “In B2B marketing and trade marketing, it makes us all more efficient and more impactful.” There is starting to be an industry-wide confidence in AI's ability to streamline processes and enhance marketing efforts amongst marketing communications professionals.

However, Anne also cautioned about the cultural implications of AI. “AI does risk flattening culture and making things a little homogeneous. So I think that's why we always need a human touch.” Her insight calls for maintaining the unique human element in marketing to preserve diversity and creativity.

Anne Becker’s vision for AI in marketing is clear: it is an empowering tool that, when used wisely, can amplify human potential and drive the industry forward without losing the essential human touch that makes marketing truly impactful.