Ragan and The Conference Board researched the advanced use of generative AI in marketing and communications and how much AI’s unedited creative output can truly support brand differentiation without human expertise.
An online survey of 93 senior and 71 junior/mid-level marketing and communications professionals was conducted from Sept. 12 – Oct. 3, 2023.
Key findings include:
1.) 53% of respondents said they increased their use of generative AI to inspire thinking, followed by to write press releases/articles (40%), to conduct research (40%), and to create social media content (33%).
2.) 20% of marketing professionals and 19% of communications professionals reported using generative AI frequently in their daily work.
3.) 64% of respondents said AI will improve their effectiveness and creative output to achieve business goals.
4.) 25% of respondents said AI will deteriorate the level of creativity in their field.
— 32% of respondents said AI will deteriorate the uniqueness of creative output that differentiates their companies.
5.) 63% of respondents said human experts should be reviewing and approving AI output to minimize risk or reputational damage due to using AI.
— 56% of respondents said professionals need to stay on top of developments in the application of AI, including legal issues, to minimize organizational risk.
Read the original research here.