Mendoza School of Business

Future-Proofing Design: A Marketing Leader’s Take on AI and Innovation

Author: Marshall V. King

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Josh Roten – American City Business Journals’ Senior Director of Commerce & Onsite Marketing

Insightful Perspective on AI and the Future of Design

In a world increasingly dominated by technology, a designer recently confided to Josh Roten at American City Business Journals that she feared artificial intelligence might soon render her role obsolete. With a knowing smile, Roten, the senior director of commerce and onsite marketing, replied, “AI isn’t going to replace you, but someone wielding AI could.”

Speaking to master’s students in the IT, Analytics and Operations tracks at the Mendoza College of Business, Roten illustrated his point with a simple calculation. He explained that a professional designer, with training and experience, has a value of 100. In contrast, he himself might have a value of 10, but when paired with AI—an effective multiplier of 10—he could match that designer’s value. “If you leverage AI in your work, you’d be untouchable,” he emphasized to the designer.

Founded in 1982, The Business Journals provides top-tier local business news, insights, and intelligence to 45 major metro communities across the nation. Roten, who has held various roles within the organization since 2013, focuses on growing subscriptions, enhancing user experiences to attract and retain customers, and making data-driven decisions.

Embracing the Power of AI: Strategies for Subscription Growth and Enhanced User Experience

Roten harnesses AI models alongside a team of five to achieve his goals. While he considered expanding his team, he recognizes the immense capabilities of machine learning tools, which allow him to maximize efficiency without increasing headcount.

As he integrates powerful technology with his team’s expertise, Roten acknowledges that this is a disruptive time in the industry. He emphasizes the importance of having guardrails in place and committing to the thoughtful use of AI. Maintaining reader trust remains fundamental as he develops strategies to acquire and retain customers. He urged students to consider the return on investment in their work, advocating for a balance between quick wins and long-term projects rather than getting bogged down in thankless tasks that technology can easily address.

Long before AI became a buzzword, Roten found his creative calling as a high school student in a rock band, eager to learn about album art. This passion led him to pursue a career in graphic design, where he began creating logos and coding websites.

“And then, as a creative, you quickly realize that you must demonstrate to a very logical person how this seemingly illogical, creative work has tangible value. That’s where the special sauce comes into play,” he reflects.

He learned not only how to create but also how to employ research and reverse engineering to achieve end goals. For him, fun and creativity are integral to the process of exploring possibilities and asking, “What if?”

“My main message to the Mendoza students was that we’re in an evolving environment filled with diverse tasks. We shouldn’t get overwhelmed; instead, we should embrace the chaos and have fun as we dive in,” he says.

Strategies for Embracing Chaos and Multitasking Effectively

Roten encouraged students to master multitasking, balancing both short-term and long-term projects. By integrating AI into their marketing skill set, they can achieve speeds and iterations that were previously unattainable. Establishing workflows to automate processes is key to enhancing productivity.

Using AI necessitates learning a new language and refining the art of prompt engineering. He advised students to:

  • Be specific
  • Use proper syntax
  • Provide context
  • Be direct
  • Iterate on prompts

Avoiding jargon, double negatives, and irrelevant details will yield better results when interacting with AI, he noted.

These methods and tools empower Roten as he applies creativity to business contexts. “When you’re passionate about something, you can translate that passion into a scientific method that resonates with executives and garners their support. In my case, it also helps us build customer trust and ethically manage their data,” he concluded.

Learn More About American City Business Journals

For those interested in exploring the vital role of local business journalism and the insights provided by American City Business Journals, visit their official website at acbj.com. There, you can discover how they deliver valuable business news and intelligence to communities across the nation, helping to shape the future of local markets.


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