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A survey of over 1,100 U.S. marketing professionals by Human Driven AI found that 56% use generative AI (GenAI) tools daily, with the top two reasons for doing so being speed/efficiency and personalization.
Among the respondents, 62% use GenAI to proofread copywriting for errors and to make their writing more concise, 45% to ideate new topics for content (i.e., blogs, articles, and social media posts), and 37% for copy generation.
However, enthusiasm varied among generations, with 48% of those aged 18 to 29 optimistic about GenAI versus only 24% for 45- to 60-year-olds. More than seven in 10 (72%) worry about whether the tools provide truthful information, 63% shared fears of copyright infringement, and 46% are concerned about job losses.
Boston Consulting Group (BCG)’s April survey of over 200 CMOs found 70% already using GenAI with another 19% testing it. Among the major uses, 67% use GenAI for personalization, including retailers creating “hyper-personalized recommendations that entice shoppers to buy more.” Nearly half (49%) use GenAI for content creation, including to “create content faster, with higher quality and greater variety.” Finally, 41% use GenAI for market segmentation, or targeting customers more precisely.
Bain research also cites concerns about the safety of customer data, job threats, and copyright infringement but concludes that the benefits outweigh the risks.
Bain wrote, “Imagine a world in which smart assistants are the common front end of digital interactions, transforming the experience of engaging with a brand’s app or website. A world in which the current mix of marketing channels has been shaken up — by a surge in text-based communication sparked by AI’s ability to personalize at scale, or by a boom in audio, video, and image-based marketing triggered by an acceleration of production speed at lower costs. Picture a corresponding disruption in the creative landscape as new sources of imagination and flair emerge and old ones lose their historic edge. Or one in which influencers become even more critical, with access to simplified or targeted versions of powerful digital tools that used to be out of their reach. For marketers, all of these developments are in sight because of advances in generative artificial intelligence.”