Marketers are using AI tools more than most, but upskilling is crucial for progress

The recent rise of generative Artificial Intelligence (AI) has not gone unnoticed in the world of work, and the extent to which AI tools and technologies will enhance or replace certain jobs has sparked widespread debate across several industries.

Within marketing specifically, AI’s presence is significantly growing. Whilst both professionals and employers in the sector are keen to take advantage of the benefits that AI could bring, adapting to work effectively alongside AI won’t happen overnight.
 

Despite differing opinions, optimism outweighs concern

Over half (58%) of marketing professionals are willing to welcome AI into the workplace with open arms.

An unsurprising sense of uncertainty around how to respond to AI is shared by just over a third (34%) of marketing employers and 31% of marketers, who are undecided whether it’s a good idea to adopt AI, according to our recent Working with AI research.

Our research also found that a small number of employers (8%) and marketers (10%) think AI should be feared. We’re still in the early days of being able to access and utilise generative AI tools like ChatGPT and it’s understandable for people to have reservations about the ways in which AI might shape the future of work.

However, the majority of respondents to our survey have a positive outlook when it comes to incorporating AI into the marketing landscape. Over half (58%) of marketing professionals are willing to welcome AI into the workplace with open arms and the same amount of those hiring marketers (58%) believe AI should be embraced. More marketing professionals expect AI tools will positively impact their job (43%), compared to those who predict these rapid advancements in technology will have a negative impact on their role (17%).

The rise of AI has created questions over what aspects of different jobs could be automated, and how this could shift marketers’ roles and responsibilities. Just under half (46%) of marketers expect the types of tasks they carry out will change in the future as a result of AI tools and 42% believe this will happen in the next 1 to 2 years.

Our research also found that 17% of marketers are unphased by advancements in AI and anticipate it won’t impact their job at all. Whilst attitudes across the marketing sector are varied, we are certainly seeing more people lean towards the uptake of AI, to move with the times and improve their job.
 

Relatively low usage is still higher than other professions

Over a third (37%) of marketers say they have used an AI tool such as ChatGPT in their current role.

Despite widespread talks of AI in the workplace, most (78%) marketing employers say they are not currently using AI tools such as ChatGPT. The main cited reason for not utilising AI tools is due to a gap in knowledge and a lack of awareness or understanding of the benefits (40%).

Most marketing employers (69%) intend to allow staff to use AI tools in the future but will monitor usage, whereas less than a quarter (11%) of employers anticipate they will ban tools like ChatGPT.

As it stands, the usage of AI tools is higher across marketing in comparison to other professions, as over a third (37%) of marketers say they have used an AI tool such as ChatGPT in their current role, with this figure increasing to 46% for marketers aged between 20-29.

Our research illustrates that AI is used significantly less by professionals in other industries such as accountancy and finance (10%), construction (12%) and engineering (13%).
 

To support wider use of AI, upskilling is necessary

If marketers want to truly reap the rewards of developments in AI, they must be open-minded and have a willingness to learn and upskill.

When it comes to being equipped to utilise AI, 60% of marketing employers say they do not have the right skills in their workforce to make the best use of AI tools and technology.

For those employers who said they have skills gaps, 41% said it was mainly technical skills needed to use specific AI tools and 42% said both technical and soft skills are lacking. Honing in on human skills, such as communication and creativity, will be crucial when working alongside AI. 

So far, only 18% of employers say they are investing in training for staff to upskill in AI tools and technologies and over half (57%) of marketing professionals say their employer is not helping to prepare them for the use of AI in the workplace.

If marketers want to truly reap the rewards of developments in AI, they must be open-minded and have a willingness to learn and upskill. Likewise, employers ought to invest in training opportunities to support their staff to thrive in today’s fast-changing digital age, or risk falling behind and losing out on top marketing talent.

As we’re still in the early stages of discovering what AI means to our organisations and our customers, it’s important to have an awareness of the risks and challenges such as regulation and job security, whilst also leveraging the positives AI could contribute within the world of marketing.

To discover more insights and recommendations about Working with AI, get our What Workers Want report today.