January 6, 2024 | 00:00
MANILA, Philippines — Generative artificial intelligence (AI) will fill three out of 10 marketing jobs in Asia-Pacific by 2027 thanks to companies’ efforts to automate their operations.
In an analysis, the International Data Corp. (IDC) said generative AI will swallow up 30% of traditional marketing tasks in the region.
The IDC said these tasks include search engine optimization, content and website optimization, customer data analysis and segmentation.
IDC surveyed chief marketing officers (CMOs) in Asia Pacific and found that more than a third are already using generative AI in their workplace.
Half of the region’s CMOs want to improve the quality of marketing content over the next 12 months.
By 2028, the IDC estimates that the largest companies in the Asia-Pacific region will automate 30% of actions related to the consumer journey. This means that CMOs will deploy generative AI across the buying process, from marketing to sales.
The IDC also predicts that by 2026, more than half of consumers will rely on generative AI to discover, evaluate and purchase the products and services they want.
Additionally, the IDC estimates that half of the largest marketers in the Asia-Pacific region will rely on generative AI by 2026 to conduct two-way conversations with their consumers.
Lavanya Jindal, research analyst at IDC, said the use of generative AI in marketing would improve the skills of marketers, especially in data analysis.
Before the end of 2023, the IDC published the results of a survey in which the 2,000 largest companies in the Asia-Pacific region were invited to share their ideas on generative AI. The survey indicates that companies will launch studies in 2024 on how to best optimize AI platforms.
According to the IDC, generative AI could fill 15% of enterprise talent shortages by 2025. As a result, the Asia-Pacific region could suffer from a talent surplus across all sectors by 2027, with businesses automating most of their tasks.
Generative AI like ChatGPT refers to applications that can create images, texts, and videos in an instant, and they learn to produce them based on data available on the Internet.
Although considered the future of businesses around the world, this technology is approached with caution by some innovators, such as Tesla CEO Elon Musk and Apple co-founder Steve Wozniak, due to the dangers that it presents, such as the displacement of workers and the violation of copyright.
