More than 50% of marketers believe their prompting skills are still a step away
Posted: Sat Dec 28, 2024 3:46 am
Artificial intelligence ( AI) has gained ground in the marketing and advertising industry with unprecedented force. However, there is clearly a discrepancy between the importance given to the trendy technology in the marketing and advertising sector and the real skills of marketers (which are far from being anything to write home about) . At least this is what emerges from a recent study undertaken by the digital marketing fair DMEXCO in collaboration with the market research company Civey.
The report shows that 37% of marketing and advertising professionals already use AI tools such as ChatGPT in their daily professional work. However, AI is most likely to be the focus of attention of younger marketers. 60.3% of professionals aged between 18 and 29 regularly use AI in their work. In contrast, this proportion among marketers aged between 30 and 39 plummets to 41%.
It is also worth noting that, even though AI seems to be shaping the present and future of marketing, 54% of marketers rate their prompting skills as poor, while 22% go even further and rate them as very poor. However, 25% of marketing professionals rate their prompting skills as good or satisfactory, while only 3% of marketers claim to be very good at this field of activity.
“The findings of the study show that we need to act quickly. And the only way to achieve this is through inspiration, trial and error, and training. And this is precisely where DMEXCO comes in. There we will discuss the possibilities and opportunities of using AI in marketing,” explains Verena Gründel, Brand & Communications Director at DMEXCO. “If one thing is clear, it is that we will not be replaced by AI but by people who claim to have better skills when it comes to using this technology ,” Gründel emphasises.
Data quality is a major challenge for marketers when it comes to embracing AI
Looking at the challenges facing AI in the marketing and communications industry, 46.1% cite data quality as the biggest obstacle . This challenge is particularly keeping marketers aged 59-60 (71%) awake at night. In contrast, newer marketers believe that the biggest problem when it comes to embracing AI is the quality of results (70%) and their own knowledge of prompting (70%). Another challenge looming over the use of AI in marketing is directly related to data security and protection. 84% of marketers aged 30-39 attach particular importance to this challenge.
Data protection is a greater concern for women than for men in the marketing and communications industry. 60% of female marketing professionals believe that data protection is the biggest challenge facing AI today. In contrast, this proportion is only 20% among men. And both men and women are hardly concerned about the possibility that AI will end up changing the professional profiles in the marketing and communications field.
In the marketing sector, the most common uses of AI are the writing and optimisation of marketing texts, and the writing and optimisation of news. Much less common, on the other hand, is the use of AI for the creation of videos or presentations.
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The report shows that 37% of marketing and advertising professionals already use AI tools such as ChatGPT in their daily professional work. However, AI is most likely to be the focus of attention of younger marketers. 60.3% of professionals aged between 18 and 29 regularly use AI in their work. In contrast, this proportion among marketers aged between 30 and 39 plummets to 41%.
It is also worth noting that, even though AI seems to be shaping the present and future of marketing, 54% of marketers rate their prompting skills as poor, while 22% go even further and rate them as very poor. However, 25% of marketing professionals rate their prompting skills as good or satisfactory, while only 3% of marketers claim to be very good at this field of activity.
“The findings of the study show that we need to act quickly. And the only way to achieve this is through inspiration, trial and error, and training. And this is precisely where DMEXCO comes in. There we will discuss the possibilities and opportunities of using AI in marketing,” explains Verena Gründel, Brand & Communications Director at DMEXCO. “If one thing is clear, it is that we will not be replaced by AI but by people who claim to have better skills when it comes to using this technology ,” Gründel emphasises.
Data quality is a major challenge for marketers when it comes to embracing AI
Looking at the challenges facing AI in the marketing and communications industry, 46.1% cite data quality as the biggest obstacle . This challenge is particularly keeping marketers aged 59-60 (71%) awake at night. In contrast, newer marketers believe that the biggest problem when it comes to embracing AI is the quality of results (70%) and their own knowledge of prompting (70%). Another challenge looming over the use of AI in marketing is directly related to data security and protection. 84% of marketers aged 30-39 attach particular importance to this challenge.
Data protection is a greater concern for women than for men in the marketing and communications industry. 60% of female marketing professionals believe that data protection is the biggest challenge facing AI today. In contrast, this proportion is only 20% among men. And both men and women are hardly concerned about the possibility that AI will end up changing the professional profiles in the marketing and communications field.
In the marketing sector, the most common uses of AI are the writing and optimisation of marketing texts, and the writing and optimisation of news. Much less common, on the other hand, is the use of AI for the creation of videos or presentations.
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Subscribe to our newsletter!
Follow MarketingDirecto.com on WhatsApp
Topics
DmexcoArtificial intelligence
Share
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