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Fortune
Fortune
Fabrice Beaulieu

Reckitt CMO: AI is already making marketers better and faster

(Credit: Courtesy of Fabrice Beaulieu)

It’s time to reconsider the view of GenAI’s place in the workplace of the future. Concerns about its potential to displace jobs and erode human roles have been well documented. And while it is undeniable that some positions will be impacted, to look at GenAI exclusively through this fearful lens is to negate its potential to make many roles much more meaningful and fulfilling.

Harnessing GenAI in the right way will not only offer huge opportunities for businesses but can also help enhance job satisfaction and elevate the capabilities of people. We need to establish ways to bring the best out of machines and humans working together, rather than focusing on how one can outperform the other. This shift to a more collaborative outlook on GenAI—embracing its potential to augment human ability and output rather than replace humans entirely—has two key benefits.

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