The transformation of Marketing through Artificial Intelligence (AI) is reaching almost unanimous levels of approval among professionals in the sector. Currently, three-quarters of Marketing and creative leaders see generative AI as an essential part of their creative tools, and 98% say they are comfortable with the operational rise of these tools, according to a new survey released by the platform Canva.
The explanation for such widespread acceptance can be easily detected by taking a practical look at the applications of AI in various aspects of the routine of Marketing professionals. For the majority of those interviewed (78%), tools powered by Artificial Intelligence reduce the number of repetitive tasks and allow greater concentration on the most creative and exciting parts of their jobs.
Additionally, 64% say generative AI tools are increasing their teams’ creativity, and 69% say the tools are saving them at least two to three hours per week – with more than a third (36%) of teams saving between four and five hours per week on creative projects.
Among the uses of AI in the creative field, the ivory coast whatsapp data majority (79%) used the resource to create written content or generate unique images (79%), an activity closely followed by image and video editing (78%). However, even with all the capabilities demonstrated by the technology, less than half (45%) believe that generative AI tools will be better than humans at creating visual images within a period of five years.
Concerns and setbacks
Relevantly, a minority group in the sample (22%) believes that generative AI tools are limiting their teams’ creativity. In this sample, the most common objection made by Marketing leaders (54%) is based on the perception that Artificial Intelligence prevents the development of original ideas.
Other groups interviewed described the AI ecosystem as “fragmented and complex.” This perception is supported by more than two-thirds (70%) of the sample, a group made up of professionals who believe that there are already too many generative AI tools. Also in this group, 68% of respondents said they are overwhelmed by the learning curve required by new tools.
So while most marketers are excited about the opportunities to boost creativity with generative AI, 54% feel pressured to use it to keep up with the changes, and nearly half (49%) say they don’t know how to make the most of the technology.
Finally, concerns about data privacy persist. Most respondents ranked risks to company data (79%), customer data (78%), and personal data (77%) as their top concerns, rather than job loss, plagiarism, and bias.
These concerns have not gone unnoticed, and companies are addressing these risks. According to the survey, more than half (55%) of professionals say their companies have established strict guidelines for the use of generative AI.