AI, Marketing Careers, and the Non-Traditional Path: Insights from Michael Cohen on Tech, Design, and Data

Abstract: This article is part of a series of semi-structured video interviews conducted in late 2024 with three practitioners who came to marketing from different career paths and experiences. The discussions focus on how technological advances reshape the advertising ecosystem and its relationship with society, using the lenses of systems theory and human-centered design (HCD). This interview is with Michael Cohen, global chief data and analytics officer at Plus Company, on AI and data-driven marketing. The other two interviews, published in separate articles, are with Jess Hall, founder of Hallway Studios, on product design and user experience; and Marc Guldimann, CEO of Adelaide Metrics, about attention metrics. Drawing on Systems Theory’s holistic approach and HCD’s focus on user experience, our analysis reveals five key findings: 1) a convergence of diverse fields with traditional marketing practices, reflecting the interconnected nature of modern systems; 2) a shift from impressions to attention-based metrics, aligning with HCD’s emphasis on user engagement; 3) the critical role of systems thinking in addressing complex marketing challenges; 4) an increased emphasis on authenticity and ethics in marketing technologies; and 5) the prevalence and value of non-linear career paths, illustrating the adaptive nature of complex systems. The interviewees discuss how newcomers can enter the field, in addition to considering how their non-traditional experiences help them navigate new technologies for marketing. Success in the marketing field increasingly requires navigating the intersection of technology, creativity, and HCD while maintaining ethical integrity. It also raises important questions about the future of advertising education and the industry’s responsibility in shaping ethical, effective communication in a technology-mediated landscape.