Applying AI tools in your work may take some getting used to and sometimes requires a different way of thinking and working than before. But the vast majority (72%) of Dutch marcom professionals now use artificial intelligence in the workplace. And that saves a lot of time and has a positive effect on marketing efforts, research shows. Curious about how AI does this?
AI applications for marcom professionals
There are now countless AI tools that can take all kinds of work off our hands. And we make full use of them in the marketing world, it turns out. It is no longer a question of whether you use generative AI, but especially how.
PR and marketing agency TEAM LEWIS investigated how marketers use AI in their work and what it yields. Their figures show that 72% of communication and marketing professionals in the Netherlands use the technology for all kinds of different marketing activities. Obvious tasks include generating ideas (56%), creating content, including writing texts (52%), and creating images (37%).
These are fairly accessible ways to apply AI in your work, if you don’t have much experience with it yet. But it goes further than that. Other popular ways in which AI is applied are:
- devising concepts (51%)
- executing campaigns (41%)
- chatbot for customer service (44%)
- social media management (37%)
- data analysis and insights (36%)
Extra time & the effect on creativity
As many as 60% of respondents in the study indicate that generative AI has led to more creativity in the team. In addition, a lot of time is saved. More than half (55%) of marcom professionals save around 3 to 6 hours per week. Win-win, right?
If you want to achieve that effect, it is important that you choose the right AI tool for your task. Because if an AI tool does not deliver what you had hoped for, you will end up with more work. In the time you save, you can do a lot of other useful work that AI cannot do for you. In doing so, you must guard against the ‘productivity trap’, where we think that by eliminating useless work, we can do more. Because always wanting to be productive is actually disastrous for our creativity.
New skills
Marcom professionals will certainly not become completely redundant. But it should come as no surprise that their work goes well with AI.
It does require new skills if you want to use AI tools to your advantage, 81% of the respondents in the study also think. The most important skills according to them are more proficiency in AI tools (52%), better analytical skills (43%) and more knowledge about data ethics and privacy (41%). So it doesn’t hurt to practice with it and train yourself in it.
Who knows, your colleagues may inspire you to investigate (even more) how AI can help you in your work. Are you curious about more figures on AI use in the workplace? You can find them in the infographic below. Click on the image for a larger version.
Are you a fan of infographics? Then follow the whole series Infographic Day. In this we discuss a relevant infographic each time.
Source: www.frankwatching.com
