The marketing consultant Bob Dylan once wrote: “Oh the times, they are a-changing.” He wasn’t wrong. With every passing year, the marketing industry adapts to outside conditions. Just as easily as it embraces new technologies and the opportunities they present, it must withstand choppy market conditions and shifting regulatory sands. With that in mind, let’s think about the year ahead. We brought together Okta’s marketing leaders and asked about their hopes and fears for 2023. It’s a year that promises new opportunities and new challenges. From the rise of super-intelligent content-creation algorithms to the proliferating social media marketplace, there’s a lot to talk about. The rise of generative AI as a tool for marketers Twitter is enthralled by ChatGPT — a tool that uses the sophisticated GPT-3 AI model to produce sophisticated, custom bodies of text. Here’s how it works. You give it a prompt, like: “Write me an essay.