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
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in