Report: Marketers expect AI to have greater impact than social media

New global report of marketers and consumers looks at current levels of knowledge around artificial intelligence and its impact on the workforce

A new global report has found more than half of CMOs expect artificial intelligence to have a greater impact on marketing and communications than social media ever had.

The latest AI Ready or Not: Artificial Intelligence Here We Come report, which was produced by Weber Shandwick in partnership with KRC Research and surveyed both marketing leaders as well as consumers, found four in 10 CMOs claimed to know a lot about AI, versus 18 per cent of consumers.

Seven in 10 marketing leaders said their organisations are doing or planning for business in the artificial intellience (AI) era, and 85 per cent said AI will change their workforce by requiring both new skillsets (40 per cent) or reducing the number of jobs (45 per cent).

CMOs surveyed also expected the skills requirement around AI would ultimately precede a reduction in jobs. In addition, 57 per cent anticipated these new skillsets would be required in the next two years.

Just over half (55 per cent) of marketers also expect AI to have a greater impact on the way they do their jobs than social media ever had.

On the consumer side, AI was most commonly associated with robots and few were able to name an AI brand leader. Across the consumers surveyed, 34 per cent didn’t know anything about AI and 18 per cent claimed to know a lot. Forty per cent believed AI was reality now, and 52 per cent believed it would be eventually.

About 80 per cent of consumers gained their overall impression from a mix of media, and views are skewed towards the positive, with consumers six times more likely to see AI’s impact on society as positive rather than negative. They were also seven times more likely to expect a positive impact than negative one from AI on their personal lives.

In fact, the more consumers know about AI, the greater their positivity about its impact on society and themselves personally. Despite this, the report found nearly two-thirds of global consumers have concerns about AI, mostly at a moderate level (49 per cent), and mainly because of security and job loss.

For survey purposes, the report identified AI as intelligence that is exhibited by machines, stretching from robots to speech recognition, search engines, object recognition and gaming/learning systems.

The report is based on surveys of 150 CMOs across the US, UK and China and 2100 adults consumers across the UK, US, Canada, China and Brazil.

Read more of CMO's coverage on the impact of artificial intelligence on marketing

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

The best design always features a minimalist approach to the use of color. Many designers are tempted to use many different colors but us...

Jose Salas

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

E-mail automation is a wonderful thing, especially for digital marketing. It's interesting to see how these tools are becoming more and m...

Claudia Evans

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Machine learning represents the future for digital marketing. I'm glad that there are strides being made in this direction and that even ...

Claudia Evans

Looker eyes benefits of machine learning to connect with customers

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

Latest Podcast

More podcasts

Sign in