Business
Adrian’s Arena: When Will AI Replace the CMO?
AI is transforming marketing while highlighting the irreplaceable role of Chief Marketing Officers (CMOs) in strategy, creativity, and EQ.
TL;DR
- AI Enhances but Doesn’t Replace CMOs: AI excels at data analysis and automation, but lacks the strategic vision, creativity, and emotional intelligence that CMOs bring to brands.
- AI Empowers Data-Driven Decisions: Machine learning helps CMOs make precise, effective marketing decisions by segmenting audiences and predicting trends.
- CMOs Balance AI with Human Insight: While AI meets Gen Z’s desire for instant gratification, CMOs ensure brands maintain deeper connections and values-driven messages.
Exploring the Possibilities of AI Replacing the CMO
I recently had the fortune to reconnect with an old friend who was travelling through my hometown. Something of an AI skeptic, well at least the impact of AI, we eventually got to pondering the positions of CSuites here in Asia.
With AI now a core part of modern marketing, could AI replace the Chief Marketing Officer (CMO)?
The reach of AI—processing data, automating tasks, personalising messages—is making marketing more efficient than ever. Yet, there’s something deeply human about the qualities a CMO brings to a brand: strategic vision, creativity, and emotional intelligence.
In this article, the first in a series of articles exploring the slightly terrifying closer look at what AI can and can’t do – especially when it comes to the leadership – we will explore whether the role of a CMO, which is required to drive meaningful connections, is one which only a human can truly fulfil. And let’s not forget, Gen Z’s unique approach to brands means the CMO role is only becoming more essential…
AI’s Expanding Role in Marketing: Capabilities and Current Limitations
- Enhanced Capabilities, Not a Replacement: AI brings exciting possibilities for marketers, like being able to sift through huge datasets, automate tasks, and deliver personalised experiences that feel like they’re just for you. CMOs now have more support than ever to make informed decisions, spotting trends faster and refining campaigns in real time. It’s a far cry from the manual analysis days, and it means that CMOs can now spend more time focusing on high-level strategy and creativity rather than number-crunching.
- Data-Driven Decisions with a Personal Touch: The way AI empowers CMOs to be data-driven is unprecedented. With machine learning picking up on subtle consumer behaviours, marketing can be precise and effective. Algorithms help segment audiences down to a granular level, meaning CMOs can target more thoughtfully than ever. Predictive analytics also gives CMOs that valuable ability to get ahead of trends, guiding campaigns with a proactive, rather than reactive, touch.
- Streamlining Campaigns and Automating Customer Interactions: AI has been a game-changer for campaign management and customer interactions. AI-driven platforms handle ad targeting, email campaigns, content personalisation, and customer service automation 24/7, all without breaking a sweat. This allows marketers to focus on the big picture—brand growth, innovation, and creativity—leaving the executional tasks in AI’s capable hands.
Generative AI can even spark new content ideas based on real-time data, but when it comes to defining the “why” behind a campaign, only a human CMO has the vision to make it resonate.
The Evolving Responsibilities of CMOs in an AI-Driven Landscape
Leading AI Integration with Innovation
Today’s CMO isn’t just responsible for traditional marketing; they’re at the forefront of adopting AI and blending it seamlessly into the marketing strategy. Getting it right means balancing what AI offers with the brand’s voice and values. AI is powerful, but without careful oversight, it can lose sight of what makes a brand unique.
Creativity and Automation in Tandem
While AI excels at the technical stuff—analysing data, segmenting audiences, automating repetitive tasks—it simply doesn’t have the creative intuition or emotional intelligence that makes a brand truly memorable. A CMO’s creativity involves cultural understanding, subjective decision-making, and an ability to weave the brand’s unique personality into every campaign.
As AI takes on more routine tasks, CMOs are doubling down on creativity to ensure the brand feels consistent, authentic, and connected to its audience.
Upskilling the Marketing Team
As AI becomes central to marketing, CMOs have an important role in upskilling their teams. Experimentation, learning, and adaptability are essential mindsets as marketers embrace new tools and methodologies. A CMO fosters a team culture that values continuous learning, empowering marketers to embrace the potential of AI rather than fear it.
Understanding Gen Z’s Transactional Nature and AI’s Role
- Instant Gratification and Transactional Expectations: Gen Z and Gen Alpha are changing the marketing game. They value speed and efficiency, often more than brand loyalty itself. For them, convenience and authenticity go hand in hand, and they don’t want to be kept waiting.
- Seamless: AI is ideal for delivering these seamless, hyper-personalised experiences, making interactions as quick and efficient as Gen Z expects.
The CMO’s Balancing Act: Speed and Substance
AI may deliver efficiency, but CMOs know it’s crucial not to lose the substance that makes a brand meaningful. While AI meets Gen Z’s desire for instant gratification, it can’t create the deeper connection that leads to brand loyalty. Gen Z are also incredibly socially conscious; they want brands to be clear about their values and stand for something beyond profit.
Here, the CMO is pivotal in ensuring the brand message is values-driven, adding layers of meaning and purpose to AI-driven interactions.
Using AI to Craft Values-Driven Messages
AI can gather insights into Gen Z’s preferences and behaviours, helping CMOs create messages that speak to these values without compromising on speed and personalisation. By blending AI’s strengths with human insight, CMOs deliver not just efficiency, but authenticity and relevance—qualities that keep Gen Z engaged and invested.
Could AI Replace the CMO or the Marketing Team? The Future of Marketing Roles
Automating Execution, Not Strategy
Many traditional marketing tasks—customer segmentation, ad targeting, A/B testing, and even some content creation—are increasingly automated by AI. Tools that personalise customer journeys or generate content on the fly make these tasks easier, but they’re still not a substitute for human insight.
AI may streamline execution, but it’s the CMO’s strategic vision that brings these campaigns to life.
Data Analysts and Market Researchers
AI is excellent for crunching numbers, but it needs the human touch to interpret those findings meaningfully. Human analysts bring a contextual understanding to data that AI lacks, especially in fast-changing markets where intuition and experience are invaluable.
The Creative Team
While AI can support design, copywriting, and content production, it doesn’t replace the creative direction, cultural awareness, or originality that human creatives provide. Generative AI tools are amazing for sparking ideas or suggesting variations, but a brand’s story needs human depth and originality. Creatives add the layers that make a campaign resonate.
AI Limitations in Cross-Cultural Contexts
When marketing across diverse regions, understanding cultural nuances is essential. AI can pick up on trends, but without context, it can misinterpret behaviours. A campaign that resonates in one market may fall flat in another. Human marketers bring that cultural sensitivity, shaping messages to suit different contexts.
Marketing Strategists and Campaign Planners
AI can provide valuable insights and data, but it doesn’t understand the creative risk or brand values that go into planning a campaign. Human strategists interpret AI-driven insights to craft cohesive campaigns that go beyond audience segmentation, fostering real connections and brand affinity.
The Hybrid Model: Humans and AI in Harmony
The future of marketing will likely be a blend of AI-driven efficiency and human creativity. AI will handle data-heavy and routine tasks, giving marketing teams the time to focus on big-picture strategy and storytelling.
6 Key Challenges in AI Integration for CMOs
- 1. Data Quality and Management: AI relies on accurate data, but fragmented or inconsistent data can lead to flawed insights. CMOs need solid data management practices to ensure AI has reliable information, and they need to address privacy and compliance concerns to maintain consumer trust.
- 2. Closing the Skills Gap: As AI tools become more common, CMOs face a gap in AI marketing skills within their teams. Closing this gap requires a commitment to learning and a culture that encourages experimentation with AI tools. Upskilling is crucial to make the most of AI’s capabilities.
- 3. Choosing the Right Tools: The abundance of AI tools can be overwhelming. CMOs must find the tools that align with the brand’s needs, integrate with existing systems, and enhance workflows rather than complicate them. It’s all about finding what fits.
- 4. Balancing AI Insights with Creativity: AI can suggest creative elements that perform well, but if we rely on it too much, we risk creating campaigns that all feel the same. The CMO ensures there’s a balance, using AI to guide decisions while keeping the brand’s originality intact.
- 5. Ethical AI Use: Consumers expect brands to use AI responsibly. CMOs have to establish clear ethical guidelines for AI, including regular audits to check for biases and ensure the brand remains trustworthy and fair.
- 6. Proving ROI: AI implementations aren’t cheap, so demonstrating ROI is vital. CMOs need to set measurable goals for each AI tool, ensuring that every investment in AI supports the brand’s strategic objectives.
Strategies for Effective AI Integration in Marketing
- Encouraging Experimentation: CMOs can foster a culture of experimentation, encouraging teams to try AI tools and see what works. It’s all about learning through testing and allowing room for innovation.
- Maintaining Data Integrity and Morals: Strong data practices are essential for effective AI. Regular checks for accuracy and bias, plus transparent AI use, help maintain consumer trust and brand credibility.
- Phased AI Adoption: Gradual implementation allows teams to get comfortable with AI tools without overwhelming them. Starting small and scaling up based on feedback and results ensures AI adoption is smooth and effective.
- Cross-Departmental Collaboration: Effective AI use involves teamwork across departments. Working closely with IT, legal, and data science teams ensures AI adoption aligns with compliance and tech requirements, creating a streamlined experience for everyone.
Why Humans Are Ultimately Irreplaceable in a CMO Role
- Big-Picture Thinking and Brand Leadership: A CMO’s strategic vision goes beyond data and metrics. They set the direction for the brand, ensuring all marketing aligns with the company’s goals and values. AI may help execute, but it doesn’t guide or inspire.
- Empathy and Creativity: CMOs understand what motivates consumers on a personal level. This empathy, combined with a creative touch, turns data into stories that resonate emotionally. AI can support creativity, but it can’t fully replace the empathy that brings campaigns to life.
- Adaptability and Context: Markets change fast, and a CMO’s ability to adjust campaigns to fit new cultural trends or societal changes keeps the brand relevant. AI depends on past data and often struggles to adapt to the new, something a CMO does with ease.
So What Does This All Mean… Will AI Replace the CMO Role?
Human qualities like creativity, emotional intelligence, and strategic oversight are what truly connect brands with people.
The future of marketing is a collaborative one, where AI enhances human insight to create campaigns that are not only effective but meaningful.
Join the Conversation
What do you think about the future of AI in marketing? How do you see the role of CMOs evolving with advancements in AI? Share your thoughts in the comments below and subscribe for updates on AI and AGI developments here. We’d love to hear your insights!
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Business
Will AI Take Your Job—or Supercharge Your Career?
AI-driven job disruption is already here. Discover practical steps for workers in Asia to stay employable, relevant, and ready for the future.
TL;DR – What You Need to Know in 30 Seconds
- Generative AI is already reshaping careers, causing job losses in industries from finance to creative roles.
- Workers must continually upskill, strategically plan career moves, and focus on roles AI complements rather than replaces.
- Companies and governments must significantly increase retraining efforts to help workers adapt effectively.
Is AI About to Steal Your Job? Here’s How to Stay Ahead in Asia
For many, AI started as a helpful assistant for menial tasks, quick research, or even generating funny memes. But today, it’s taking a serious turn, reshaping industries, displacing jobs, and changing careers overnight.
Just ask Jacky Tan. After thriving for over 15 years as a freelance marketing consultant in Singapore, Jacky found his livelihood disrupted—not just by the pandemic—but by generative AI tools like ChatGPT, which empowered his clients to produce their own content. The result? Jacky, along with countless others, faced a stark choice: adapt quickly or risk becoming obsolete.
Jacky pivoted completely, leaving marketing to open a successful home-based food business, CheekyDon, specialising in Japanese rice bowls. But not everyone can—or will—reinvent themselves so easily. As AI continues to infiltrate the workforce, what can you do to ensure you’re prepared?
Job Disruption: More Real Than Ever
It’s no longer theoretical. Meta, ByteDance, DBS Bank, Grab, and Morgan Stanley have all announced layoffs or workforce reshuffling directly linked to AI-driven efficiencies. Analysts predict as many as 200,000 banking jobs globally could vanish within five years due to AI, highlighting sectors like finance, customer service, risk management, and tech as especially vulnerable.
The numbers don’t lie: The World Economic Forum anticipates 11 million new AI-related jobs globally by 2030—but 9 million existing roles will disappear. And the shift won’t just hit repetitive tasks. Highly skilled roles like writers, programmers, PR professionals, and even legal experts face substantial disruption.
Why AI Displaces Jobs—and Creates New Ones
Here’s the paradox: while AI promises increased productivity, it often leads to job losses because current skills don’t match the needs of new AI-augmented roles. Retraining existing workers is crucial but challenging. In places like Singapore, where skilled workers are scarce, companies struggle to balance the speed of AI integration with retaining talent.
The good news? Jobs involving deep human interactions, emotional intelligence, strategic thinking, or managing AI tools themselves remain safer—for now.
How to Stay Relevant in an AI-Dominated Market
So, how can you protect your career from being displaced by AI? Here are actionable steps tailored for the rapidly shifting Asian job market:
1. Continuous Upskilling Is Non-Negotiable
The days of one-off training are over. Commit to lifelong learning by acquiring skills in AI-related fields, from data analytics to AI management tools. Invest in soft skills—like critical thinking, empathy, and strategic communication—which AI struggles to replicate effectively.
2. Proactively Plan Your Next Career Move
Ask yourself, as EY’s Samir Bedi suggests: “What am I upskilling for?” Plan two or three career steps ahead, not just for immediate skill gaps. Explore lateral career transitions that diversify your skillset, making you versatile across industries.
3. Look for Roles Complemented by AI, Not Replaced by It
Jobs with tasks AI can augment rather than entirely replace—like managing automated systems, strategic marketing, or roles that require significant human touchpoints—are safer bets.
Employers Must Step Up, Too
The responsibility doesn’t rest solely on workers. Companies must actively retrain employees to handle AI disruptions effectively. Currently, only around half of Singaporean workers feel their employers provide sufficient training opportunities. Organisations that actively support their teams through retraining will reap long-term rewards, maintaining both institutional knowledge and market reputation.
Asia’s Workforce at the Crossroads
We’re facing nothing less than the Fourth Industrial Revolution, driven by generative AI. Unlike previous waves of automation, AI can replace tasks once thought too complex or creative for machines. But remember, while AI might take your current role, it also opens doors to entirely new career paths—provided you’re ready to step through them.
Are you prepared to let AI shape your future—or will you shape your own future with AI? Let us know in the comments below!
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Business
The Three AI Markets Shaping Asia’s Future
Explore the three interconnected AI markets shaping Asia’s technological landscape—traditional AI, training infrastructure, and enterprise solutions—and discover how each drives innovation.
TL;DR – What You Need to Know in 30 Seconds
- AI isn’t one monolithic market—it’s three interconnected segments:
- 1. Pre-GenAI (traditional AI): Fundamental techniques that underpin data-driven solutions.
- 2. AI Training Market: Resource-intensive frontier models driving the next AI breakthroughs.
- 3. Enterprise AI Market: Real-world applications delivering measurable business outcomes.
- Understanding their interplay is critical for Asian businesses aiming to maximise ROI from AI investments.
Are We Missing the Bigger Picture in the AI Race?
From smarter chatbots to insightful analytics, AI’s not one market—it’s three interconnected ones, each shaping how Asia leverages technology.
If you’ve spent any time recently skimming headlines about artificial intelligence, you’d be forgiven for thinking that generative AI is the only show in town. But AI isn’t just ChatGPT, Midjourney, or flashy avatars of celebrities endorsing your new favourite tech gadget. Behind the scenes, three distinct but intertwined markets are at play: the Pre-GenAI Market, the Training Market, and the Enterprise AI Market.
But what exactly are these three markets, and why should Asian businesses care?
Let’s unpack them one by one and understand how they converge to drive the future of innovation across Asia.
1. The Pre-GenAI Market: The Building Blocks of AI
Generative AI may be the current media darling, but the roots of AI go far deeper. We’re talking about traditional AI—technologies like machine learning (ML), reinforcement learning, and computer vision. These foundational techniques have been quietly evolving for decades, long before ChatGPT ever typed out its first response.
Contrary to popular belief, traditional AI hasn’t lost its relevance—far from it. In fact, the rise of generative AI has amplified its importance. Why? Because generative AI feeds on data often produced by traditional AI methods. For instance, Dell Technologies frequently uses machine learning to streamline supply chains or improve factory efficiency. These methods don’t get less important just because GPT-5 is around the corner—they become essential.
In short, traditional AI is like rice in Asian cuisine—fundamental, reliable, and always necessary, no matter what fancy new dish appears on the menu.
2. The Training Market: Powering AI’s Frontier
Next up is the AI training market—think of it as AI’s heavy lifting division. This market is dominated by big names you’ll recognise (OpenAI, Google DeepMind, Nvidia, Meta) who are making gigantic investments in infrastructure to create foundational AI models. Picture rows and rows of servers, massive GPU clusters, and sprawling data centres, humming 24/7.
These frontier models—like GPT-4 or Gemini—require immense computational resources. This isn’t just about bragging rights; it’s about pushing the boundaries of what AI can do. The innovations here spill directly into practical tools businesses use every day, like AI-driven coding assistants or creative platforms for content creation.
In Asia, we’re seeing heavy investment in this market too. Take Singapore’s AI supercomputing initiatives or China’s Baidu and Alibaba building mega-AI clusters. These moves aren’t just technological vanity—they’re strategic investments in the future.
3. The Enterprise AI Market: Real-World Results
And then there’s the enterprise AI market, arguably the most pragmatic of the three. Enterprises aren’t racing to build the next ChatGPT killer. Instead, they’re laser-focused on AI that solves real business problems—like optimising inventory management, enhancing customer support, or boosting marketing effectiveness.
Unlike the flashy training market, the enterprise market moves slower but deliberately. Enterprises demand reliability, compliance, and measurable outcomes—exactly the opposite of the ‘move fast and break things’ mentality we see in frontier AI research.
Across Asia, the enterprise AI market is thriving precisely because it offers clear returns. Banks in Indonesia deploy AI-driven chatbots to handle customer queries efficiently. E-commerce giants in Vietnam and Thailand integrate predictive analytics to forecast inventory and customer demand. It’s AI that’s practical, measurable, and directly linked to ROI.
How These AI Markets Interconnect
Here’s the real takeaway: These three markets aren’t isolated islands; they’re deeply interconnected ecosystems.
Traditional AI gathers and prepares the essential data. The training market produces foundational AI models and cutting-edge tech innovations. Enterprises then integrate both, using these tools and data to transform operations and customer experiences.
Think about it this way: traditional AI builds the roads, the training market crafts powerful engines, and the enterprise market drives the cars, delivering real-world value. Without any one of these, the system falters.
For instance, enterprises use AI-powered data agents to analyse massive datasets prepared by traditional AI methods. They then leverage frontier AI models (like generative AI) trained in data centres to extract actionable insights. The whole system is interdependent—each component driving progress in the other.
Why Does This Matter to Asia?
Asia is a unique melting pot of digital maturity, economic growth, and competitive intensity. Understanding these three markets isn’t just academic—it’s crucial for businesses looking to harness AI’s full potential.
For instance, enterprises in Southeast Asia’s rapidly expanding digital economy (expected to hit $263 billion GMV by 2025 according to Google’s recent e-Conomy SEA 2024 report) need practical AI solutions that deliver immediate business value. On the other hand, countries like Singapore, South Korea, and Japan are leading investments into the training market, building the infrastructure needed to power Asia’s next generation of AI innovations.
Simply put, knowing how these three AI markets interact helps Asian businesses invest smarter, act faster, and innovate effectively.
As we look ahead, Asia is uniquely positioned to benefit from understanding this AI ecosystem deeply. Whether you’re in manufacturing, finance, e-commerce, or healthcare, your business will inevitably interact with all three markets—whether you realise it or not.
Now, here’s something for you to ponder (and comment below!):
Which of these AI markets do you think will dominate Asia’s tech landscape by 2030? Will traditional methods endure, frontier models take over, or will enterprise solutions reign supreme?
We’d love to hear your thoughts.
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Embrace AI or Face Replacement—Grab CEO Anthony Tan’s Stark Warning
ChatGPT now generates previously banned images of public figures and symbols. Is this freedom overdue or dangerously permissive?
TL;DR – What You Need to Know in 30 Seconds
- Grab CEO Anthony Tan believes workers and companies that don’t embrace AI risk being replaced by those who do.
- Grab paused normal operations for a nine-week generative AI sprint, significantly boosting innovation.
- AI tools developed by Grab, such as driver and merchant assistants, are empowering everyday entrepreneurs.
- Globally, many companies are downsizing due to AI, but Tan insists AI enhances human capabilities rather than replacing them.
Is Your Refusal to Embrace AI Secretly Sealing Your Fate?
Anthony Tan, co-founder and CEO of Grab—the Southeast Asian super-app that transformed regional transport, food delivery, and financial services—has made a bold and slightly unsettling prediction: “Humans who don’t embrace AI will be replaced by humans who embrace AI.”
In other words, whether you’re a company or an individual, ignoring AI isn’t merely shortsighted—it’s career suicide.
But before we panic, what exactly does Tan mean?
Making Humans ‘Superhuman’
Speaking at Converge Live in Singapore, Tan explained to CNBC’s Christine Tan that AI isn’t just a fancy tech upgrade. Instead, it’s a crucial tool to “make you superhuman” by significantly boosting productivity and freeing up valuable time.
Tan himself isn’t just preaching—he’s practising. Despite not being a coder, he’s enthusiastically using AI coding assistants for personal and professional projects. He claims AI has radically changed his productivity, helping him accomplish things previously impossible.
Grab’s Radical AI Experiment
Grab didn’t stop at encouraging individual AI adoption. Instead, the company took it to a whole new level, implementing an ambitious, company-wide nine-week “generative AI sprint”.
This meant putting all regular business on pause to explore AI-driven solutions across the entire company. As Tan humorously admitted:
During this sprint, Grab developed powerful AI tools, including:
- Driver Co-pilot: An AI assistant reducing wait times and boosting job opportunities for drivers.
- Merchant AI Assistant: Imagine a single mother in Jakarta now equipped with an AI-driven sous chef, packaging expert, and even a chief revenue officer—all in one assistant. This innovation isn’t just about efficiency; it’s empowerment, reshaping the livelihoods of Grab’s vast network of entrepreneurs.
The Wider Implications for Asia
This isn’t just a Grab-specific phenomenon. According to the World Economic Forum’s 2025 Future of Jobs Report, 40% of employers globally plan to downsize due to AI, and a whopping 86% anticipate AI reshaping their businesses by 2030.
Asia, in particular, with its digitally fluent workforce and vibrant entrepreneurial scene, stands uniquely poised to lead this transition. Grab’s aggressive AI strategy under Tan’s leadership could become a model for businesses across Southeast Asia, showcasing how AI can be harnessed responsibly and productively.
Human vs AI: Not a Zero-Sum Game
Tan stresses AI shouldn’t evoke fear—it should inspire excitement. AI adoption isn’t about machines replacing humans. It’s about humans becoming irreplaceable by effectively harnessing these tools.
If you’re reluctant or sceptical, Anthony Tan’s message is clear: embrace AI now, or watch as those who do leave you behind.
Hot Take
Anthony Tan might sound dramatic—but he has a point. If you’re not actively exploring AI, you’re preparing yourself (and your company) to become obsolete. The clock is ticking: Will you adapt, or will you become the adaptation?
What do you think?
Are you inspired or intimidated by Anthony Tan’s AI-driven future? Drop your thoughts below!
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