David Carrel.
Dave Carrel, the CMO of publisher and software company Thomson Reuters, has identified a key skill marketers will need to get ahead: Prompt engineering.
This is writing AI prompts, the best questions crafted to get the right, or at least sensible, responses.
Carrel 25 years ago taught himself the useful skill of HTML but says now the skill of how to write a good prompt is a powerful one in any job.
“I think marketing is always going to be around and I think it's definitely changed,” he told AdNews.
“It's much more data-driven now. You still need creativity. You need the idea.\"
Thomson Reuters designers are using AI to create full motion videos.
“And it's amazing. They're using AI and you always need a tool, whether it's a video camera, Photoshop, or AI … you need creativity.”
With legal information, AI can sort through a lot of content and organising.,
“We’ve been doing it for decades. And then generative AI comes out and here's a new opportunity for us," he said.
“It's an assistant but there's always a human involved.
“It's super powerful. It can make things go at scale, but you still want the human in the loop and it's a tool that can really help you and that.”
On jobs, he says everyone is being asked to do more.
“AI will not take the job. A person, a human using AI may take your job because they're able to do more," he said.
“Our vision, our belief is that every professional will have an AI system.”
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