The conversation around Generative AI seems to be everywhere, within every space. But ‘everything’ feels like too big a landing zone for my normal-sized mind, so as a professional marketer, finding a Generative AI drop zone in the space + Market (ers) (ing) (s) is a great space for me to explore.

I’ve recently examined Generative Marketers, Generative Marketing and Generative Markets. Today, I’d like to explore these ideas collectively and to share some perspective.

The Generative Market AI Big Leap.

First, I believe we’ll operate with an incrementality mindset for a while longer – likely years… and each of these unique spaces, Market (ers) (ing) (s), will continue to take their own journeys and shapes, with each of these unique lanes continuing to hold influence over the other lanes, but still maintaining a degree of autonomy.

For example, there will be marketers and there will be generative marketers. The percentage of marketers who assume greater generative marketing attributes over time will increase. The same will hold for generative marketing, and later on for generative markets.

Until suddenly we will go really fast, with these lanes starting to leapfrog and radically influence one another as we enter what I’ll call the BIG LEAP. The Generative AI Market BIG LEAP will have an exponential impact.

Those that aren’t beginning to adopt and embrace a Generative AI marketing mindset will have a hard time recovering from the abrupt nature of the BIG LEAP.

The Job Will Change. Be curious today!

Your job as a marketer, how marketing works and markets themselves are all going to change – not necessarily in a linear fashion, but as one area advances, it will naturally influence the other players. Figure out how you fit into this puzzle, and continually evaluate how your skill sets need to adjust.

If you don’t figure this out for yourself, someone else will figure it out for you. Either way, honestly, is okay, but you get there, be open to new marketing realities. .

Gen AI changes will impact individual contributors, team leads, department heads, and CEO’s. Marketing following the BIG LEAP will look radically different.

I’m seeing most of the Generative AI Market energy today centered on individuals – some feels very additive / positive, but yes there is also a pretty strong current of fear as well, particularly related to job security (the job will change).

On the other extreme, my view is that most CEO’s (not all) are still in fact finding mode. A bit of an AI washing effort, but still a ways away from the hyper radical change. Those that leap first don’t always leap right, and often those that leap a later get to benefit learning from the first leapers. I don’t envy today’s CEO!

And as we start to leap, some of the roles we had are going to change. Some of the roles we had will no longer exist. And of course new roles will also emerge.

The Generative AI Market Rainbow Across Three Theaters

Image created with Google Gemini

Individuals, companies (you and your ecosystem), and entire markets are in flux. And if we are being honest, you should all be ready for the the BIG LEAP across all three spaces.

Managing change and in all three area will be challenging as much of the change will happen very quickly, for better or worse. And due to the nature of technology maturity, consolidations are likely to establish more quickly than we’ve seen in the past.

Winner take all. Disruptor take all. All take all.

As the opportunity horizon begins to take shape, those that are able to navigate the new Generative AI Market rainbow, will be best positioned to thrive in this new market economy.

My final thought… now matter where you sit at the table, start strategizing now.