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!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in