digital marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//topics//data-and-analytics///">data and analytics<\/a>, proving ROI and data privacy and compliance. These are areas where marketers are not fully equipped to meet the demands of their roles today.<\/li>\n\n\n\n<li>Marketers report a high level of uncertainty about how skills related to technology and channels will change over the coming years. This volatility is most apparent in <a href=https://www.ama.org/"https:////www.ama.org//topics//artificial-intelligence///">AI, data privacy, <a href=https://www.ama.org/"https:////www.ama.org//topics//search-engine-optimization///">search and <a href=https://www.ama.org/"https:////www.ama.org//topics//social-media///">social media<\/a>.<\/li>\n\n\n\n<li><a href=https://www.ama.org/"https:////www.ama.org//topics//artificial-intelligence///">Gen AI<\/a> is the top rated future skill, with 43% of survey respondents predicting it will become more important in five years.<\/li>\n\n\n\n<li>Data privacy is quickly rising in importance as a skill for marketers, driven by a wave of comprehensive state-based regulations and mounting consumer pressure.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.force.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2F2025%2F01%2F31%2F2025-marketing-skills-report\%22>LOGIN AS A MEMBER TO DOWNLOAD<\/a><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-grey-900-color has-text-color has-link-color\">Not a member? <a href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">Explore membership<\/a> or <a href=https://www.ama.org/"https:////resources.ama.org//2025-marketers-skills-report-nm/">enter your details to download the report<\/a>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//01//AMA-Skills-Marketers-Need-2025-And-Beyond.pdf/">Download The Full Report<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile has-beige-100-background-color has-background\"><figure class=\"wp-block-media-text__media\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//10//Toolkits.jpg?w=1024\%22 alt=\"\" class=\"wp-image-173357 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\" id=\"h-level-up-your-skills-with-the-ama\">Level Up Your Skills With the AMA<\/h2>\n\n\n\n<p>AMA offers training and certificates in the critical skills marketers need to advance and future-proof their careers. You can choose from a variety of in-person and online formats that fit your schedule.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button is-style-secondary\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//events///">See All Upcoming Learning<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","post_title":"The Skills Marketers Need in 2025 and Beyond","post_excerpt":" ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2025-marketing-skills-report","to_ping":"","pinged":"","post_modified":"2025-07-01 15:51:34","post_modified_gmt":"2025-07-01 20:51:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181934","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181130,"post_author":"124160","post_date":"2025-01-14 05:00:00","post_date_gmt":"2025-01-14 11:00:00","post_content":"\n<p>Generative AI (GenAI), and large language models (LLMs) in particular, are transforming marketing. According to a <a href=https://www.ama.org/"https:////www.bcg.com//publications//2023//generative-ai-in-marketing/" target=\"_blank\" rel=\"noreferrer noopener\">2023 BCG study<\/a>, over 70% of chief marketing officers have embraced this technology, and experts predict GenAI to revolutionize marketing research\u2014a $84.3 billion dollar industry in 2023\u2014by automating and enhancing data collection, analysis, and insights generation. <\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241276529/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that LLMs offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research. We show that LLMs serve as excellent assistants for insights managers through different stages of the research process: study design, sample selection, data collection, and data analysis. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-ai-human-hybrid-approach-nbsp-nbsp\"><strong>The AI-Human Hybrid Approach <\/strong> <\/h2>\n\n\n\n<p>Consider a business context in which a brand manager collaborates with a consumer insights manager to formulate the problem the research is trying to address and come up with a set of research questions. The two may collaboratively agree on a research design that, for example, begins with exploratory research (e.g., in-depth interviews) followed by descriptive research (e.g., a survey). These first two steps of the research process are largely led by humans. Although the brand and insight managers could consult an LLM to gather secondary research on the topic and explore use cases that could help inform the research questions or research design, they would still largely rely on their knowledge of the business context to formulate the research problem, questions, and design. <\/p>\n\n\n\n<p>Our central premise is that a human\u2013LLM hybrid approach can lead to efficiency and effectiveness gains in the marketing research process. For this study, we partnered with a Fortune 500 food company and replicated two studies the company had conducted using an LLM. The first study was qualitative and centered around business questions for the Friendsgiving celebration. The second study focused on testing a new refrigerated dog food. For each study, we treated the original (human) studies as the \u201cground truth\u201d and benchmarked the LLM generated studies against them. This approach allowed us to objectively evaluate the quality of synthetic data and investigate the role LLMs could play in knowledge generation.<\/p>\n\n\n\n<p>For qualitative research, we find that LLMs are excellent assistants for data generation and analysis. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On the data generation front, LLMs effectively create desirable sample characteristics, generate synthetic respondents that match those characteristics, and conduct and moderate in-depth interviews. Our results show that LLM-generated responses are superior in terms of depth and insightfulness. <\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On the analysis front, LLMs perform well, matching human experts in identifying key ideas, grouping them into themes, and summarizing information. Although LLMs missed some themes that humans detected, they generated some that humans did not. Expert judges find that human\u2013LLM hybrids outperformed their human-only or LLM-only counterparts. The upshot here is that LLMs and humans bring unique, complementary insights that managers should leverage. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-handy-research-assistant-nbsp\"><strong>A Handy Research Assistant<\/strong> <\/h2>\n\n\n\n<p>An LLM can be an excellent starting point for creating the first draft of a survey and can generate survey introductions, screener questions, and demographic questions with relative ease. The LLM can focus on the laborious, repetitive, and uninteresting tasks while the human expert can use this time savings to think more creatively about answers to the business questions and the quality of the insights. <\/p>\n\n\n\n<p>A significant advantage of LLMs as an assistant is their low cost. We believe that this single factor will contribute toward rapid adoption of LLMs for insight generation. The gains here are likely to be higher for hard-to-reach respondents (e.g., doctors, senior managers) because synthetic respondents do not get tired and can provide lengthy answers to many questions. In the B2B arena where the end users and buyers are not easy to reach, LLMs could be quite helpful in supplementing the information gathered from human respondents. As an intelligent engine, an LLM could be a revolutionary generator of prior information for a wide variety of business questions at a low cost. <\/p>\n\n\n\n<p>It is important to note that LLMs can be wrong, biased, or hallucinate when not trained on the relevant data. Therefore, a human supervisor is a necessary part of the marketing research knowledge production process. For example, the human can make decisions about when not to ask an LLM for help. This could occur when the information sought is new not only to the company but also to the world. Other examples include marketing research in cultural contexts to understand local customs and traditions, topics with ethical considerations such as targeting vulnerable populations, and obtaining insights from data containing personal information, where LLMs may lack the necessary safeguards for data security and privacy. <\/p>\n\n\n\n\n\n<p><strong>Source: <\/strong>Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241276529/" target=\"_blank\" rel=\"noreferrer noopener\">AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators<\/a>,\u201d<em> <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p><\/p>\n","post_title":"The Ultimate Research Assistant: How Marketing Researchers Can Effectively Collaborate with LLMs","post_excerpt":"This Journal of Marketing study highlights the effectiveness of an AI\u2013human hybrid approach in marketing research. LLMs with human oversight are valuable collaborators across different stages of qualitative and quantitative research.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-ultimate-research-assistant-how-marketing-researchers-can-effectively-collaborate-with-llms","to_ping":"","pinged":"","post_modified":"2025-01-13 18:22:41","post_modified_gmt":"2025-01-14 00:22:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181130","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":178660,"post_author":"146335","post_date":"2024-12-16 14:36:29","post_date_gmt":"2024-12-16 20:36:29","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-how-executives-are-setting-the-pace-for-ai-adoption-and-why-it-matters\">How executives are setting the pace for AI adoption and why it matters<\/h4>\n\n\n\n<p>AI is revolutionizing marketing, with a surprising twist. We collaborated with the American Marketing Association to survey 1,000+ marketing professionals, revealing that unlike social media's bottom-up adoption, AI implementation is being driven by executives. Our report looks into this surprising flip, challenging assumptions about who leads technological change in the modern workplace.<\/p>\n\n\n\n<p><strong>Adoption<\/strong><\/p>\n\n\n\n<p>Executives are taking the lead in AI adoption, with 61% using AI weekly compared to only 42% of entry level staff. This top-down integration\u2028highlights how AI adoption is being driven by those at the top, flipping the usual script where younger staff generally lead the charge for new technologies.<\/p>\n\n\n\n<p><strong>Confidence Flip<\/strong><\/p>\n\n\n\n<p>While 55% of executives trust AI to enhance creativity, only 33% of entry level marketers feel the same. This gap suggests senior leaders<\/p>\n\n\n\n<p>AI\u2019s creative potential are embracing AI not just as a tool but as a driver of creativity in marketing, while early-career professionals remain hesitant.<\/p>\n\n\n\n<p><strong>A Training Gap<\/strong><\/p>\n\n\n\n<p>The skills gap is widening: 65% of executives have received formal AI training, while only 34% of early-career marketers have received formal AI training had the same opportunities. This widening gap in training could lead to long-term disparities in AI skill sets across job levels.<\/p>\n\n\n\n<p><strong>Ethical Concerns<\/strong><\/p>\n\n\n\n<p>Entry-level marketers are more concerned with ethical issues like bias and copyright infringement, while executives focus on whether AI-generated content meets client expectations. This contrast in meeting client standards reflects how different roles view AI: entry-level marketers worry about the immediate ethical risks, while senior leaders prioritize maintaining brand reputation and meeting external standards.<\/p>\n\n\n\n<p><strong>Executive Edge<\/strong><\/p>\n\n\n\n<p>Executives are integrating AI into advanced applications like design, collaboration, and audience targeting\u2014areas not reflected in entry-level marketers\u2019 top uses. This strategic use of AI is enhancing executive capabilities and transforming how marketing teams drive innovation and achieve results.<\/p>\n\n\n\n<p>\u201cOur research shows that AI is more than just another marketing tool \u2013 it's changing how leaders run their business,\u201d said Zeev Farbman, CEO and co-founder of Lightricks. \u201cBy embracing AI for strategic and creative purposes, executives are demonstrating how generative AI can drive transformative results. At Lightricks, we are committed to empowering marketers at every level to unlock the full potential of this technology.\u201d<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////www.lightricks.com//ama-survey/" download>Explore how to prepare for AI\u2019s impact in every department, and download the full report.<\/a>\n","post_title":"The Bottom Line: A New Era of Top-Down Digital Transformation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-bottom-line-a-new-era-of-top-down-digital-transformation","to_ping":"","pinged":"","post_modified":"2025-01-06 10:36:52","post_modified_gmt":"2025-01-06 16:36:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=178660","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":154785,"post_author":"105169","post_date":"2024-04-23 05:02:00","post_date_gmt":"2024-04-23 10:02:00","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//Using-Generative-AI-to-Provide-Empathetic-Customer-Care-e2ojujt/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Over the last decade or so, there has been a debate on whether artificial intelligence (AI) can handle customer emotions and replace humans when it comes to building long-term relationships with customers. In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231224748/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> article<\/a>, we explore how companies can use generative AI (GenAI) to provide empathetic customer care that can strengthen relationships and increase customer lifetime value.<\/p>\n\n\n\n<p>There is increasing attention in marketing practice to customer care. Beyond helping customers make purchasing choices or solving product problems, customer care is about building and strengthening long-term relationships. Relationship building involves solidifying emotional connections with customers to give them a sense of belonging and being understood. This is not just an altruistic goal; if done well, it also increases firm profits because emotionally connected customers are loyal and bring steady profits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-advances-in-deep-learning\">Advances in Deep Learning<\/h2>\n\n\n\n<p>GenAI refers to advanced deep learning models\u2014such as OpenAI\u2019s GPT models, Microsoft\u2019s Bing, Google\u2019s Bard, and IBM\u2019s Watsonx\u2014that are designed to generate content. These models utilize the vast data they have been trained on, combined with specific user inputs, to generate output. The pre-training learning from the huge amount of human-generated data makes GenAI able to generate humanlike responses, and the prompt response design enables the interactive and communicative capabilities of GenAI. Together, they make GenAI the new generation of feeling AI because they:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>are designed for human interaction and communication,<\/li>\n\n\n\n<li>can recognize and express empathetic understanding of user emotions by analyzing the user\u2019s direct inputs,<\/li>\n\n\n\n<li>can generate responses that demonstrate empathy, understanding, or support based on the context of the conversation,<\/li>\n\n\n\n<li>and provide information, suggestions, or recommendations that may help address the user\u2019s emotional challenges.<\/li>\n<\/ul>\n\n\n\n<p>Bridging practice and the academic literatures in marketing and computer science, we develop an AI-enabled customer care journey that covers: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>accurate emotion recognition, <\/li>\n\n\n\n<li>empathetic response, <\/li>\n\n\n\n<li>helpful emotion management, and finally, <\/li>\n\n\n\n<li>establishment of an emotional connection.<\/li>\n<\/ul>\n\n\n\n<p>Compared to the traditional customer journey, this sequence focuses on the <em><strong>feeling aspect<\/strong><\/em>, such as customer engagement, experience, and emotion, rather than the more typical <em><strong>thinking aspect<\/strong><\/em>, such as customer utility, choice consideration, or consumption decisions.<\/p>\n\n\n\n<p>We surveyed 305 U.S. chief marketing and customer officers from various industries and company sizes. In three open-ended questions, we asked them to list the major problems their company faces with customer care, the main pain points of using AI for customer care, and the main benefits of using AI for customer care.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-chief-marketing-officers\">Lessons for Chief Marketing Officers<\/h2>\n\n\n\n<p>Whether it is possible or desirable to fully automate the customer care journey is an ongoing debate. Bearing this in mind, we offer points for marketers to consider along the customer care journey.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em><strong>For emotion recognition<\/strong><\/em>, companies need to accurately identify customer problems and emotions to avoid miscommunications. Miscommunications escalate customer emotions; thus, recognizing customer emotion accurately is critical for deciding whether and how to care. GenAI can recognize expressed emotions accurately if given clear and honest customer input; however, we find that accuracy may be compromised if the input is dishonest or imprecise and if GenAI lacks relevant knowledge for prediction. Thus, marketing practitioners need to cross-verify GenAI outputs.<br><br><\/li>\n\n\n\n<li><em><strong>For emotion understanding<\/strong><\/em>, companies need empathy: the ability to understand the customer\u2019s emotions as if they were the customer and respond to the emotions appropriately. GenAI can take customers\u2019 perspectives by learning from their direct inputs; however, the responses they generate may be less appropriate due to lack of commonsense knowledge. It is important for marketing practitioners to master prompting skills for probing customer thinking and deeper feeling.<br><br><\/li>\n\n\n\n<li><em><strong>For emotion management<\/strong><\/em>, companies need to provide helpful recommendations to assist customers in managing emotions. Generally, the recommendations should be specific to the customer\u2019s situation and related to the service provided by the company. GenAI can provide generic recommendations, but the recommendations tend to be less personally helpful. Thus, marketing practitioners need to master response engineering skills to observe customer preferences in emotion management recommendations.<br><br><\/li>\n\n\n\n<li><em><strong>For emotional connection<\/strong><\/em>, companies need to develop a caring machine that has sufficient self-awareness (i.e., is aware of its own being and thus can have its own perspective) to distinguish itself from the customer and the firm. Thus, marketing practitioners need to align GenAI with the firm\u2019s strategic goals and the customer\u2019s intentions to make the caring machine strategic, and marketing researchers need to develop marketing strategies that can leverage GenAI strategically.<\/li>\n<\/ul>\n\n\n\n\n\n<p><strong>From: <\/strong>Ming-Hui Huang and Roland T. Rust, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231224748/" target=\"_blank\" rel=\"noreferrer noopener\">The Caring Machine: Feeling AI for Customer Care<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Can Companies Create a Machine That Feels and Cares? Using Generative AI to Provide Empathetic Customer Care","post_excerpt":"Do empathetic interactions require human participation? A new Journal of Marketing study shows that generative AI can be used to create \"feeling AI\" that can help companies build empathetic relationships with customers.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"can-companies-create-a-machine-that-feels-and-cares-using-generative-ai-to-provide-empathetic-customer-care","to_ping":"","pinged":"","post_modified":"2024-09-19 13:16:11","post_modified_gmt":"2024-09-19 18:16:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=154785","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":138900,"post_author":"146335","post_date":"2023-11-02 16:23:46","post_date_gmt":"2023-11-02 21:23:46","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-the-marketer-s-2024-checklist-for-personalization-across-millions-of-contacts\">The marketer\u2019s 2024 checklist for personalization across millions of contacts<\/h4>\n\n\n\n<p>Start 2024 fresh with a crawl-walk-run checklist for personalized messaging at the enterprise level. You\u2019ll learn:<\/p>\n\n\n\n<ul>\n<li>How the world\u2019s biggest brands are implementing complex campaigns<\/li>\n\n\n\n<li>Where and when to incorporate AI<\/li>\n\n\n\n<li>Ideas for testing and optimization<\/li>\n\n\n\n<li>Tips for beginners and next-level ideas for sophisticated teams<\/li>\n<\/ul>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa5405&ch=\%22 download>Download<\/a>\n","post_title":"14 ways to deliver moments-based messaging at scale","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"14-ways-to-deliver-moments-based-messaging-at-scale","to_ping":"","pinged":"","post_modified":"2024-01-08 14:49:49","post_modified_gmt":"2024-01-08 20:49:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=138900","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":177057,"post_author":"199214","post_date":"2024-12-12 13:39:33","post_date_gmt":"2024-12-12 19:39:33","post_content":"\n<p>Generative AI in marketing has seen widespread adoption, fostered high confidence among users, yet still raises lingering concerns. Generative Artificial Intelligence (gen AI) has become a powerful tool in the modern marketer's toolkit, with an overwhelming majority embracing these technologies to improve productivity and creative outputs. In collaboration with <a href=https://www.ama.org/"https:////www.lightricks.com///">Lightricks, the American Marketing Association conducted a survey in September 2024 that revealed nearly 90% of marketers have used gen AI tools at work. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Gen-AI-Use-Frequency.png?resize=1024,733\%22 alt=\"Graphic showing that 71% of marketers use generative AI weekly or more, and almost 20% use it daily\" class=\"wp-image-177073\"\/><\/figure>\n\n\n\n<p>With over 1,000 professional marketers surveyed, the study found that 71% of respondents use gen AI weekly or more, and nearly 20% utilize it daily. These findings echo a similar recent <a href=https://www.ama.org/"https:////ai.wharton.upenn.edu//focus-areas//human-technology-interaction//2024-ai-adoption-report///">Wharton study<\/a> of gen AI use among business leaders that found the number of weekly users jumped from 37% in 2023 to 73% in 2024. Generative AI is quickly becoming indispensable in the business and marketing worlds. <\/p>\n\n\n\n<p>Marketers leveraging gen AI report significant benefits in productivity and creativity, which seems to be the driving force of adoption rates. According to the survey, 85% of marketers who use AI believe that it has slightly or significantly increased their productivity. About half of respondents said they saved time and that gen AI improved the quality and quantity of their creative content. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Impacts-of-gen-AI.png/" alt=\"\" class=\"wp-image-177074\"\/><\/figure>\n\n\n\n<p>While a portion of respondents were skeptical of the benefits of AI, the vast majority are enthusiastic about the advantages AI is bringing to their careers. <\/p>\n\n\n\n<p>Marketers are using AI for a variety of tasks, ranging from content creation to SEO Optimization, reshaping how they approach these essential functions. According to the survey, the top applications of AI include content creation and writing, where AI assists with writing blog posts, scripts, and articles, allowing marketers to quickly generate ideas and drafts. About one in four marketers use gen AI for brainstorming and ideation, such as providing creative prompts, generating new campaign angles, and enhancing the planning process of campaigns. When it comes to design, AI tools streamline the process of creating visuals, from graphics to videos, allowing marketers to produce designs at a fraction of the cost and time. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Use-cases-for-gen-AI.png?resize=1024,667\%22 alt=\"Graphic showing most common tasks where marketers use generative AI, with writing and content creation at the top\" class=\"wp-image-177075\"\/><\/figure>\n\n\n\n<p>The tools marketers are using are very diverse, reflecting the wide variety of tasks where AI can assist. Chatbots like ChatGPT are the most popular tool for content generation with a 62% of marketers using them at work. Close behind are AI-powered tools like Grammarly (58%) and tools with embedded AI functionality, like Microsoft Co-Pilot or Canva (52%). Many marketers (45%) are also using specialized image and video generators, like Midjourney or Lightricks' <a href=https://www.ama.org/"https:////ltx.studio///">LTX Studio<\/a>, a gen AI driven storytelling platform that streamlines and supports the visual creative process.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Gen-AI-tools.png?resize=1024,356\%22 alt=\"Graphic showing the types of generative AI tools that marketers use, with chatbots at the top\" class=\"wp-image-177076\"\/><\/figure>\n\n\n\n<p>Despite the widespread adoption of AI in marketing, there are still several significant concerns that are preventing marketers from fully embracing these tools. The top three concerns marketers express are quality, ethical issues, and the threat to human creativity. Quality and accuracy seems to be the most pressing concern on marketers\u2019 minds. While AI can produce content quickly there are concerns that the output lacks nuance, emotional resonance, or context. However, concerns over quality and accuracy may fade as AI models evolve and become more sophisticated. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//AI-risks.png?resize=1024,687\%22 alt=\"Graphic showing which AI risks marketers are most concerned about, with quality, ethics and diminished human creativity on top\" class=\"wp-image-177077\"\/><\/figure>\n\n\n\n<p>Marketers are also increasingly aware of the ethical dilemmas that come with gen AI, particularly with bias and copyright infringement. AI systems generate answers from training data meaning it can perpetuate bias. There\u2019s also a growing concern over copyright issues, as AI can generate content that closely mirrors existing work, raising legal questions. AI regulation is still in its early stages and in flux, but there is still a great deal of uncertainty about how these ethical issues will be addressed in the future. <\/p>\n\n\n\n<p>Surprisingly, only about one-third of marketers expressed fear that AI would significantly reduce human creativity, a lower percentage than one might expect in the creative industry. While AI is certainly a valuable tool for generating ideas and automating tasks, many marketers still emphasize the need for human-driven creativity at the core of their work. Nearly 50% of marketers stated that the ideal balance of AI is mostly human driven with AI assistance. While these hesitations continue to shape marketers\u2019 perceptions of AI, they also highlight key areas where the technology must evolve. <\/p>\n\n\n\n<p>Generative AI is here to stay and marketers are leading the change in adoption. As AI tools continue to evolve and become more integral in workflow, professionals will need to adapt and engage with these technologies to stay competitive. While concerns surrounding quality, ethics, and creativity remain, the undeniable benefits of increased productivity and improved creative output make AI an essential tool in today\u2019s landscape. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Training-on-gen-AI.png?resize=1024,421\%22 alt=\"Graphic showing more than half of marketers have received generative AI training at work, and only a small minority have not received any training \" class=\"wp-image-177078\"\/><\/figure>\n\n\n\n<p>To foster greater confidence in AI, many marketers believe they need more time to experiment with the tools, greater human control over the creative process, and better access to educational resources on AI. The marketers who will truly excel are the ones who not only embrace innovation but also commit to continuous learning, to ensure they strike the right balance between human creativity and AI-powered efficiency. <\/p>\n\n\n\n\n\n\n\n\n\n\n\n<p><strong>About the American Marketing Association (AMA)<\/strong><\/p>\n\n\n\n<p>As the leading global professional marketing association, the <a href=https://www.ama.org/"https:////www.ama.org///">AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///">Journal of Marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///">Journal of Marketing Research<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//journal-of-public-policy-marketing///">Journal of Public Policy and Marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//journal-of-international-marketing///">Journal of International Marketing<\/a>, and <a href=https://www.ama.org/"https:////www.ama.org//journal-of-interactive-marketing///">Journal of Interactive Marketing<\/a>. Our industry-leading training events and conferences define future forward practices, while our professional development and <a href=https://www.ama.org/"https:////www.ama.org//certifications///">PCM/u00ae professional certification<\/a> advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association's philanthropic arm, the <a href=https://www.ama.org/"https:////www.ama.org//about-ama-foundation///">AMA/u2019s Foundation<\/a>, is inspiring a more diverse industry and ensuring marketing research impacts public good. <\/p>\n\n\n\n<p>AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA\u2019s learning programs and certifications, conferences and events, and scholarly journals at <a href=https://www.ama.org/"https:////www.ama.org///">AMA.org./n

Artificial Intelligence

Artificial intelligence is an area of computer science concerned with designing smart computer systems. AI systems exhibit the characteristics generally associated with intelligence in human learning, reasoning, and solving problems.

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