The level of AI adoption may have something to do with your salary and role, and perhaps the size of your company. Two recent studies highlight gaps in AI adoption within organizations, depending on the role and size of the organization.
Role gap. More marketers than their entry-level colleagues report adopting AI tools.
Sixty-one percent of marketers said they use AI tools every week in their jobs, while 42% of entry-level marketers say the same, according to a joint study from Lightricks and the American Marketing Association ( AMA).
Additionally, 48% of executives view AI as important to their role, while 34% of entry-level marketers agree with this rating.
At this early stage of AI adoption, the vast majority of marketers at all levels are reluctant to hand over the reins of AI-driven processes. But on this question, there is also a gap according to roles. Twenty-four percent of marketers say they want AI to be “in charge,” compared to just 5% of entry-level marketers.
Additionally, 55% of leaders trust AI tools to improve their creativity. Only 33% of entry-level marketers agree.
Company size. Large companies that adopt AI enjoy a small but notable advantage.
According to a recent Adobe study, 75% of marketers at large companies said they had received AI training, while 65% of marketers at mid-sized companies said the same.
The best intentions. AI adoption increased from 73% in 2023 to 90% in 2024, according to the AMA study.
Another recent study found that 95% of marketers plan to increase AI deployment in the next year.
Dig Deeper: Marketers Link AI to Revenue Growth, Plan to Increase Investments by 2025
This study, carried out by Invoca, showed a similar divergence according to company size. Sixty percent of marketers at large companies say they are experts in AI, compared to 40% at companies with fewer than 1,000 employees.
Why we care. It’s interesting to see the adoption of AI reinforcing two presumptions about organizations. First, larger companies have more resources to experiment with technology and gain a competitive advantage. The second is that the leaders of an organization lead. It will be very interesting to see if these gaps close in the coming year. As adoption becomes more entrenched – as marketers’ intentions for 2025 suggest – it’s likely they will.
Learn more about the Adobe study can be found here. And the Lightricks/AMA study is here.
