Aurora Magazine

Promoting excellence in advertising

At the Forefront of the New Corporate Game

Farhia Jabbar discusses how young graduates backed with an AI education, are set to play an important new role in the dynamics of the corporate world.
Published 27 Feb, 2024 10:16am

In the evolving realm of AI, a fascinating shift is unfolding right in front of our eyes – a paradigm shuffle that places fresh graduates at the forefront of a new game. Traditionally, corporate veterans excelled because of their experience and often addressed the gap between what is taught at universities versus what is actually required in the corporate sector.

The corporate sector historically relied on tried-and-tested methods, steering through industry intricacies with accumulated wisdom. However, as AI asserts itself in the professional arena, both corporate titans and newcomers are now navigating uncharted waters in this unfamiliar territory.

The demand for professionals with AI skills is ever-increasing as the technology becomes widespread. Fresh graduates educated in AI at universities bring valuable and relevant skills to meet this demand. With AI’s efficiency-boosting capabilities, even entry-level employees armed with AI knowledge can contribute effectively to tasks that once required more experience. Companies have typically been hesitant to hire fresh graduates due to their lack of experience. However, with the rise of AI, this trend might undergo a transformation as experience takes a backseat to adaptability and an insatiable hunger for continuous learning.

It’s a game-changer.

This dynamic is especially amplified in the area of marketing, where the future is shrouded in uncertainty. Recent graduates, unburdened by traditional marketing constraints, hold the potential to revolutionise the industry.

In this era of ambiguity, collaboration between fresh graduates with AI expertise and experienced marketing professionals emerges as the linchpin. It creates a potent synergy in an evolving marketing landscape.

AI technologies, such as machine learning algorithms, are revolutionising marketing by enabling predictive analytics, personalised customer interactions, and dynamic campaign strategies. Fresh graduates bring technical proficiency in AI tools and methodologies, allowing for the implementation of advanced data analytics, natural language processing, and algorithmic optimisations. This technical acumen complements the seasoned marketers’ domain of knowledge (honed through years of industry experience), providing insights into consumer behaviour, market trends, and effective communication strategies.

Together they can leverage AI-driven tools like chatbots for personalised customer engagement, predictive analytics for targeted campaigns, and automated content generation for efficient marketing workflows. The collaboration fosters innovation, streamlines marketing processes, and enhances the effectiveness of campaigns, ultimately leading to a more adaptive and competitive marketing strategy.

Experienced professionals bring the vision, the long-term strategy and the overall sustenance of the business, drawing on their wealth of industry knowledge. On the other hand, fresh graduates armed with AI knowledge contribute to efficiency, innovative ideas, and the integration of cutting-edge technologies.

In essence, AI serves as a common ground that unifies theoretical knowledge gained in universities with the practical needs of the corporate sector. Collaboration, continuous learning, and a commitment to innovation are key to ensuring that both graduates and professionals thrive in this evolving landscape.

The key to success lies in fostering an environment where everyone is open to adaptation, empowered to make decisions and committed to continuous learning. This collaborative approach leverages the strengths of both experienced professionals and fresh graduates, creating a dynamic and resilient workforce ready to navigate the challenges of today’s rapidly evolving business landscape.

Farhia Jabbar is Head of Communications, Chairman’s Office, Engro Corporation.