Transforming Marketers' Jobs With GenAI (Braze's Forge 2025)

Bill Magnuson (Braze's CEO) offers a compelling vision of the future of 1) the marketer's job and 2) how genAI will impact consumer marketing. Although Forge 2025 has passed, you can register to listen to the recording of the keynotes. Bill's is on the first day.

Background - Bill and I agree on a lot - especially how marketers need to think about context, insights, and moments. Proactive moments consist of who, what (content), when, and where (channel). This is a core component of my moments and invisible experiences research. The primary role that AI plays is in scaling and actualizing a vision we've had for years. (see Research).

What struck me is how similar the vision is to that of other solutions for other employee roles. Similarities include:

• Initial opportunity is transforming "how a marketer works." Remove the toil of their jobs and allow them to be more creative. Given them the tools to actualize the vision they've had for years of proactive, relevant consumer engagement.

• Analyze interactions (in real time - if necessary) to test and iterate more quickly first on campaigns and ultimately on consumer engagement or experiences.

• Ultimately consumer can expect relevant assistive and possibly agentive services from brands that feels more like convenience or utility than marketing.