Marketers mixed feelings about the future of AI

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Marketing and communications professionals continue to experiment with AI, especially with generative AI technology.

According to a survey by The Conference Board, nearly nine out of ten marketers (87 per cent) and communications professionals (85 per cent) have used or experimented with AI tools for at least one application.

The top applications of AI for marketers include summarising content (44 per cent), doing legwork or inspiring thinking (41 per cent), personalising customer and user content (33 per cent), conducting research (30 per cent), producing content faster (30 per cent) and improving customer service (17 per cent).

The survey results showed more than four in ten expect AI to improve work quality and creativity, while three in ten expect a deterioration.

Similary, 40 per cent of respondents believe AI will cause job availability to decline and 22 per cent expect negative effects on team culture, demonstrating marketers’ mixed feelings about the emergent tech.

Ivan Pollard, leader of the Marketing and Communications Center at The Conference Board, said: “There is no doubt that new AI applications will transform the workflow in all areas of the marketing and corporate communications disciplines,”

“We should embrace it, look for the upsides and focus on those places where our human genius is augmented by the power of machines. We work in an industry renowned for its innovation and we will keep driving forward powered by the insights and adventure.”

With AI changing how we work, how we invest our money, how we learn about new products and services marketers are divided on the long-term impact of AI in their fields beyond boosting productivity and business results. 

With more than 40 per cent expecting improvement to work quality and creativity and nearly 30 per cent expecting deterioration. Marketers also have concerns about the tech’s effect on jobs and team culture, along with issues around misinformation, inaccuracy and legal uncertainties that have cropped up with AI’s rapid rise.

Diane Schwartz, CEO of Ragan Communications, said:”This important research from Ragan and The Conference Board points to the abundant opportunities and challenges of AI.

“It makes clear that both communicators and marketers need to embrace AI carefully and with an eye toward protecting the integrity of their brands and messaging. We’re looking forward to continuing to benchmark the use of AI as its impact is profound and ever-changing.”