In contrast, legal professionals answering the same question ranked their enthusiasm as four-and-a-half-out-of-10, marketing a lower expectation in the potential disruption expected within that professional sector.
Chief executive Stephan Loerke felt that marketers were using gen AI more to handle the “less exciting” elements of their role through automation, with the survey although nearly three quarters (74%) said they used it for content creation tasks.
“There’s definitely more excitement than there is anxiety, but it clearly requires a longer term perspective than it has today,” he explained, looking beyond the early hype that has been built around AI.
When members were asked what their main concerns were about the technology, they did not offer a fear for the future of their jobs, instead citing brand issues such as IP protection and copyright, brand safety and diversity and inclusion.
“We are seeing not necessarily seeing the sort of anxiety that is sometimes published in the press from our marketing colleagues,” stated Loerke.
Further research released near the end of last year, Serviceplan’s fifth annual CMO Barometer, which questioned 767 marketing decision-makers across 11 countries, discovered that the use of AI would be the priority for most marketers as they look to use the tools to benefit their output.
The use of AI, machine learning and marketing automation was ahead of other priorities for chief marketers, including content creation (82%), emotional branding (82%), sustainability (78%), and omnichannel marketing (77%).
“AI can become a marketer’s best strategist and thinking companion,” Mailchimp’s CMO, Michelle Taite, told Adweek. “If used correctly, AI can help brainstorm quickly to get rough edits and concepts out.”
Source link
