Why Are 37% of Marketers Concerned of AI in Marketing?

Have you ever realized that you've likely engaged with AI technology as a digital marketer today?

Although AI has gained significant attention with recent releases like ChatGPT and Google's Bard , it's not actually a new concept.

In fact, many of us regularly encounter AI applications such as web search engines, recommendation systems, and virtual assistants like Siri and Alexa.

As AI increasingly influences the realm of digital marketing, it's natural that questions and concerns about its usage have emerged.

In this article, we dive right into the current landscape of AI technology in digital marketing, drawing from insights gathered from 1,000 digital marketers in the region of the US.

We'll explore their attitudes towards AI adoption and implementation, and provide practical tips for integrating AI into your marketing strategies.

AI's Present Impact on the Digital Marketing Sphere

What is the current influence of AI on digital marketing?

In the past, AI has been primarily utilized in digital marketing through three key avenues:

1. Streamlining repetitive tasks, such as inputting customer data into CRMs or compiling and converting user data from website analytics platforms.

2. Tailoring customer interactions and experiences, as demonstrated by chatbots and subscriber segmentation in email marketing strategies.

3. Guiding resource allocation decisions, including determining optimal advertising space and campaign budget allotment.

These applications remain relevant in the present day.

However, with the recent surge in AI integration, the scope of AI's role has expanded to encompass broader tasks like content generation, targeted advertising, and image recognition.

As for the future implications of AI in digital marketing, many wonder if human marketers are at risk of being replaced. It's essential to acknowledge that while

AI is valuable, it cannot wholly substitute the crucial human element in digital marketing.

The need to infuse AI-generated content with human nuances remains imperative and will continue to be so for the foreseeable future.

Given these considerations, let's delve deeper into the current perspectives regarding the use of AI in marketing.

Accorinding to an outstanding survey , we gathered insights from 1,000 active digital marketers in the United States, encompassing individuals working in freelance, in-house, or agency roles within the industry.

Before delving into specific findings, let's examine some aggregate data from our respondents.

Regarding familiarity with AI technology and its applications in digital marketing , 26.4% of the participants expressed a high degree of knowledge, while 22.8% classified themselves as experts. The remaining 50.8% perceived their proficiency in AI technology as either moderately knowledgeable or below average.

When it comes to our survey participants' attitudes toward AI technology, 39.1% express some level of excitement about AI technology and its growing influence in digital marketing. For 36.7% of respondents, they have some level of concern or express concern about AI technology. The remaining 24.2% of participants have neutral feelings about AI technology in digital marketing.

The concerns expressed by almost 37% of digital marketers regarding the adoption of AI technology stem primarily from apprehensions about job security. This unease is rooted in historical precedents where the introduction of technology in various industries has resulted in workforce reduction.

Freelance Marketing

Both freelancers and employees in the digital marketing field are understandably worried about the potential loss of job opportunities due to AI integration.

Furthermore, there's also an apprehension about the transformation of job roles and responsibilities as a result of AI technology. While it's evident that AI won't entirely eliminate digital marketing jobs, it will certainly reshape the nature and scope of human work in this field.

Despite these concerns, there is a degree of optimism among respondents regarding the use of AI in digital marketing. Around 36% feel optimistic, 21.3% exhibit caution, 22.3% express worry, and 20.4% are indifferent. Similarly, almost 44% believe that AI will positively impact their careers, while 27.5% anticipate a negative impact, and 28.7% foresee no impact at all.

In terms of integrating AI technology into existing campaigns, 39.2% of respondents are very comfortable with the idea, while 33.5% feel somewhat comfortable. However, around 27% are not comfortable with the prospect of integration.

When it comes to actual implementation, 209 of the 1,000 respondents are already utilizing AI in their digital marketing efforts. An additional 291 are highly likely to use AI, and 199 are somewhat likely to do so. On the other hand, 152 are unlikely to use AI, and 149 stated that they would never incorporate AI into their digital marketing campaigns.

Finally, among the 209 respondents currently using AI in digital marketing, the most common applications reported were for generating partial content (e.g., FAQs, paragraphs) and creating entire content pieces (e.g., articles, blog posts).

As we analyze these findings, it's essential to delve deeper into the perspectives of the three distinct groups included in our study: freelancers, in-house employees, and employees of digital marketing agencies.

In our study, 229 freelancers were surveyed. Among them, the majority (45.41%) indicated varying degrees of knowledge about AI technology, with 37.12% feeling highly knowledgeable and 17.47% considering themselves experts in the field. Regarding their sentiments, 36.28% expressed excitement, 27% registered neutrality, and 36.28% expressed some level of concern about AI's use in digital marketing.

Despite this concern, 55.4% of freelancers believe that AI will positively impact their careers, as opposed to 20.52% who foresee a negative effect, and 27.07% who anticipate no impact.

A notable contrast between freelancers and non-freelancers (i.e., agency and in-house employees) emerged regarding the perception of AI's effect on their careers. 55.4% of freelancers hold positive views, whereas only 42.39% of in-house employees and 40.05% of agency employees share this optimism. This variance may stem from the differing ways freelancers and employees can integrate AI technology. Freelancers have the flexibility to adopt AI based on their own preferences, while employees may be constrained by strict guidelines from their employers.

Employers' adoption of AI technology to streamline processes and reduce costs could pose challenges for employees, potentially leading to reduced workloads or job displacement. In contrast, freelancers may face increased competition as clients turn to AI for digital marketing needs. However, freelancers have the advantage of adapting their services to align with evolving client requirements.

Looking at attitudes toward usage, 22.71% of freelancers reported current use of AI technology in their digital marketing campaigns. Additionally, 34.06% are likely to incorporate AI in the future, with 14.41% expressing some likelihood, while 28.82% indicated an unwillingness or lack of intention to use AI technology in their work.

Final Thoughts

The current landscape of AI technology in digital marketing presents a blend of excitement and concerns among industry professionals. The expanding role of AI encompasses streamlining repetitive tasks, tailoring customer interactions, and guiding resource allocation decisions.

With the recent surge in AI integration, its scope has broadened to include content generation, targeted advertising, and image recognition, prompting questions about the potential displacement of human marketers.

However, it is crucial to acknowledge that while AI brings significant value, it cannot wholly replace the essential human element in digital marketing, especially in infusing content with human nuances.

Insights gathered from 1,000 digital marketers in the US reveal mixed attitudes towards AI adoption and implementation. Despite concerns about job security and the transformation of job roles, there is a degree of optimism about AI's positive impact on careers.

Freelancers and in-house employees express varying levels of knowledge, excitement, and concern about AI in digital marketing, with freelancers showcasing a higher percentage of positivity regarding its impact on their careers.

Ultimately, while AI technology presents both opportunities and challenges for digital marketers, the human capacity for creativity, empathy, and strategic thinking remains invaluable in leveraging AI to enhance digital marketing efforts.

As the industry continues to evolve, striking a balance between AI utilization and human ingenuity will be essential for sustainable success.

FAQ (Frequently Asked Questions)

What is the current influence of AI on digital marketing?

AI is streamlining tasks, personalizing customer interactions, and guiding resource allocation decisions, with an expanded role in content generation and targeted advertising.

How do digital marketers feel about AI?

There is a mix of excitement and concern. While some worry about job security, others are optimistic about AI's positive impact on their careers.

Are freelancers and employees in digital marketing worried about AI?

Yes, both groups have concerns about potential job displacement and the transformation of job roles due to AI technology.

Are digital marketers comfortable with integrating AI into their campaigns?

Responses vary, with some feeling very comfortable and likely to incorporate AI, while others express hesitance or reluctance to do so.

What are the most common applications of AI in digital marketing?

Generating partial and entire content pieces, such as FAQs, paragraphs, articles, and blog posts, are among the most common applications of AI in digital marketing.