Marketing and communications professionals are rapidly embracing and experimenting with artificial intelligence—especially generative AI—in their work, finds a new benchmark survey by The Conference Board, in collaboration with Ragan Communications.
According to “AI in Marketing & Communications: Boosting Productivity—and Creativity, Too?,” 87% of marketers and 85% of communicators have used AI or experimented with AI tools for at least one application. A majority have incorporated AI into their regular workflow: The survey of 287 respondents found that 68% in marketing and 60% in communications are now using AI at least “sometimes” in their daily work.
“There is no doubt that new AI applications will transform the workow in all areas of the marketing and corporate communications disciplines,” said Ivan Pollard, leader of the Marketing & Communications Center at The Conference Board. “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.”
AI POWERING PRODUCTIVITY GAINS
For marketers and communicators, AI currently serves above all as a productivity tool, freeing up time for strategy and creative work. They are nearly unanimous in believing these benefits will continue:
• 82% expect productivity will improve with the further adoption of AI — compared to just 4% expecting productivity to deteriorate. Most marketers and communicators also expect AI to enhance learning and development, as well as nancial results. Half of respondents say AI will help in future product and services innovation, with just 16% expecting it to have a negative impact.
• For marketers, the top applications of AI include: summarizing content (44%), doing the legwork/inspiring thinking (41%), personalizing customer/user content (33%), conducting research (30%),…
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