“Marketers using AI will replace marketers not using AI,” said Vincent Spruyt, chief AI officer at IPG’s Mediabrands.
Omnicom Group is already looking at replacing mundane tasks with automation. While the agency is not aiming for headcount reduction, it is exploring possibilities of generative AI to create new content, encompassing both text and images, according to the report by Forrester.
Categories most impacted by generative AI
The Basis Technologies survey found that 54.5% of marketers foresee most use cases of generative AI within content creation, like creating new blog posts, social copy or writing email templates.
Given AI’s propensity for pattern recognition and data processing, processes such as analysis (13.9%), creative optimization (12.9%), and even media buying (8.9%) will significantly be impacted by generative AI.
More than half (52.5%) of marketers said generative AI is used to assist in drafting content, while nearly as many (48.5%) said they use it for brainstorming.
However, 70% of marketers believe people will find a brand less authentic if it uses AI-generated content in its marketing efforts.
This comes as a significant downside at a time when brand authenticity is valuable currency among younger people.
“Marketers are concerned that the content coming out of [large language] models won’t be unique,” said Risch. “Because it becomes an aggregator of all of the information that it’s scraping across the internet.”
Not all marketers are sold on generative AI
According to the survey, 28% of marketers revealed their organizations do not utilize generative AI in any capacity.
Meanwhile, among marketers who do use generative AI, the survey found a low daily usage rate of 11%, while 72% reported using generative AI tools at least once a month.
Apart from brand authenticity concerns and fear of job loss, marketers have recognized brand safety threats associated with generative AI. And 99.5% of respondents agreed that this technology poses risks for digital marketers.
