For all of the talk about the jobs AI is expected to replace (that’s 85 million, according to the World Economic Forum), it’s also expected to create some 97 million new roles by 2025.

And the buzziest of these new roles is the position overseeing it all: the Chief AI Officer (CAIO).

Major brands like UnitedHealth, Deloitte and Intel have already tapped big names. Even the U.S. government is on board, announcing computer scientist and attorney Jonathan Mayer will serve as the Department of Justice’s first CAIO.

Marketing agencies need to get on the bandwagon too. Given the recent Under Armour controversy over allegedly reusing the work of others without proper credit in its new AI-powered commercial featuring boxer Anthony Joshua, brands must decide how they want to incorporate AI into the organization, especially marketing and creative services.

The music industry has demonstrated the power of a great mashup; AI-generated art has the potential to be the marketing version of this success, as long as the CAIO helps the organization establish rules of conduct and disclosure principles.

But what should the role look like? What does a CAIO do? Here are some of the key elements and responsibilities brands must consider in candidates for this role.

Serve as a liaison between departments

The ideal CAIO will collaborate with different departments in all the major functions of the company. That includes HR, marketing, sales and product development, because anytime there is a piece of content created, AI can help make it better and faster.

And, just as agencies have social media control rooms to cover key events in real time, there needs to be an equivalent for AI. The chief AI officer should be the point person connecting each key department to AI supply chains.

Marketing is currently the easiest way for AI tools to have an immediate impact. The CAIO should be building relationships with the marketing team first, because that’s where most of the internal and external-facing content is generated.

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