AI is reshaping the workforce and the future of marketing

In Short:
– AI enhances individual productivity rather than replacing workers, changing how businesses operate.
– Global Rev Gen focuses on creating a ‘superhuman workforce’ and evolving advertising towards experiential media.

Artificial intelligence is changing how businesses organise their work, with companies increasingly using the technology to enhance individual productivity rather than simply replace workers.

Global Rev Gen CEO Bosco Anthony discussed the shift in an exclusive interview, highlighting how businesses are redesigning roles around what he describes as a “superhuman workforce” combining human expertise with AI.

AI enhances individual capability

Anthony says companies making the most of AI are focusing on how technology can help existing employees become more efficient and capable.

Global Rev Gen’s approach begins with identifying significant problems that need solving before developing ideas through experimentation, pilots and testing.

The company is also exploring how AI is changing consumer behaviour. Anthony says some university students are increasingly turning to ChatGPT and other large language models instead of traditional search engines.

GRG has tested advertising through ChatGPT and developed Axiom, a tool designed to help websites improve their visibility across large language models.

AI changes advertising

AI is also reshaping how businesses create and manage advertising.

GRG’s Atlas Ad Intelligence is designed to help businesses determine what to put into their creative advertising and inform how campaigns should be developed.

While AI can analyse large amounts of information, Anthony says human oversight remains essential. People remain responsible for quality control, setting guardrails and making final decisions.

Anthony says modern marketing is becoming more complex as different AI models rely on different sources of authority, making it harder for businesses to determine where advertising budgets should be directed.

Advertising moves towards experience

The shift towards AI is also occurring as traditional advertising becomes less effective.

GRG is increasingly focused on experiential media, where brands engage consumers through real-world interactions and experiences rather than simply seeking visibility.

The company is also using conversational AI and voice technology to help businesses address labour shortages and provide services outside traditional operating hours, including appointments, customer triage and drive-through operations.

Global expansion

GRG is expanding its international operations across North America and China, including through Axxess China, its agency established in China.

For business leaders, Anthony says the current economic environment requires a balance between cautious risk management and an aggressive approach to growth.

As AI continues to reshape the workplace and marketing industry, the focus is increasingly shifting from replacing people to redesigning how people, technology and businesses work together.