Market research company Civey, on behalf of DMEXCO, has published a study. The study shows that around 37% of marketing and communications professionals currently use AI tools such as ChatGPT in their daily professional lives. The majority of respondents aged 18 to 29 (60.3%) use these tools, while this figure among professionals aged 30 to 39 fell to just under 41%.
According to the new study, the industry is tiptoeing toward the future of AI, with more than half of respondents (54%) rating their incentive knowledge as poor or very poor ( approximately 22%). About the same number of people are undecided, although 25% of them consider themselves good at writing prompts. Three percent of all respondents go so far as to say that their knowledge of incentives is very good.
“The survey results highlight that we need to act quickly. The only way to do this is through inspiration, trial and error and continued education – and that’s where DMEXCO comes in. We will discuss possibilities and opportunities, present best practices and share practical knowledge about AI in marketing,” says Verena Gründel, Director of Brand and Communications and host at DMEXCO.
“After all, if there is one thing that has become clear, it is that we are not going to be replaced by AI, but by people who have better AI skills than us,” adds Gründel.
The quality of the database and results are the main challenges
The study shows that most industry players remain skeptical of AI, with the relative majority of respondents (46.1%) seeing database quality as the main obstacle. In terms of age distribution (see chart 3b), this concern mainly concerns people aged 50 to 64, with just under 71%.
In contrast, the youngest age group (18-29) sees the quality of results and their awareness of incentives (the figure for both is just under 70%) as the biggest problem. All respondents put data protection and security concerns third on the list of challenges, with 30 to 39 year olds (just under 84%) making up the decisive share, according to the study .
Data protection appears to be a more important issue for women than for men (see Figure 3c). Around 60% of women surveyed believe this sub-area poses the biggest challenge, compared to only 20% of men. Women and men are less concerned about costs and how AI is changing job profiles, with those topics being lower on the list, the study found.
AI is mainly used to create and optimize text
According to the Civey survey, marketers are most likely to use AI to write and optimize news, messaging and copy, with translation second on the list at 42%. The distribution by gender is particularly visible here (see graph 4b): while 58.3% of men request language assistance from AI, this figure is only 27.1% for women.
There are also big differences when it comes to generating images, with 25% of men using AI for this purpose, compared to only around 1% of women in the sector. Moreover, AI in daily professional life is most popular with people aged 30 to 39: 54.4% say they use AI tools several times a week.
According to the survey, there are currently a multitude of potential use cases, such as creating presentations and videos, which are at the bottom of the list. DMEXCO offers a program of conferences and masterclasses where experts provide valuable insights into AI, as well as practical examples of its use in marketing, so marketers can add specific uses to their toolbox personal.
“DMEXCO 2024’s motto, ‘Prompting the Future,’ highlights both the relevance of AI and our understanding of how to shape the future of our industry as it evolves. The survey shows where we, as a platform, can provide impetus and offer advice. in September”, concludes Dirk Freytag, President of the German Association for the Digital Economy eV, conceptual and professional partner of DMEXCO.
Highlights of the study include:
- 37% of marketing and communications professionals use AI tools
- Just under 25% believe their own knowledge of incentives is good.
- Database quality is one of the biggest challenges
- AI is most frequently used to create and optimize text
- Continuing education on AI in marketing is in the spotlight at DMEXCO 2024
The study was commissioned by DMEXCO. Civey surveyed a total of 500 online marketing and advertising professionals between Wednesday March 27 and Friday April 26. For detailed questions, a random sample was taken from 104 professionals in the sector.
DMEXCO encouraged individuals to delve deeper into the results of its white paper.
For more information, visit www.dmexco.com. You can also follow DMEXCO on Facebook, LinkedIn, XOr on Instagram.
*Image courtesy of Cloth
DMEXCO Releases Survey Results on the Use of AI in Marketing DMEXCO AI in marketing Artificial intelligence
