Communicators and marketers currently have no solid plan for using artificial intelligence

A Europe-based digital media event arranger, Digital Marketing Exposition and Conference (DMEXCO), recently conducted a survey consisting of 500 industry professionals. The main objective of the survey was to highlight plans for the industries on introducing artificial intelligence. AI has become a hot topic since November 30, 2022, when OpenAI introduced ChatGPT, an AI-powered chatbot. While tech giants have already planned on how to bring AI on board with their products, the industrial sector is still exploring how to utilize AI’s abilities.

A sum of 73% of the marketing and communications industry executives who were surveyed said that currently, they have no solid plans to introduce artificial intelligence in their work, 16% said they are awaiting further developments for now, 32% not seeing any need to utilize AI, while 25% are still undecided.. According to them, AI is either unrelated or they are still uncertain of the potential it holds in the industrial market. On the other hand, those executives who were planning to introduce AI in their industries want to use it in areas such as developing organic search, enhancing customer care service, and using it to improve conversational marketing.

According to the report released by DMEXCO, 1 in 10 executives belonging to different fields, including media and marketing, who were included in the survey have already planned to use artificial intelligence services for better production or use it in the search engine; however, they are still doubtful about bringing their respective firms on board with AI.

While they want to use it to handle the daily tasks of their companies, they shared their concerns regarding the risks. The results showed the overestimation of AI possibilities as the largest risk, with 48 percent of the participants agreeing on it. Shortly followed by immature result quality (45.4 percent) and loss of creativity as the third largest risk (43.3 percent), legal regulations and job reductions were also highlighted as possible risk factors. Furthermore, 12.8 percent of the executives believed that there were no risks involved with introducing AI, 7.4 percent had other risk factors in mind, and 4.1 percent were unaware of the possible risks that might arise if artificial intelligence is introduced in different industries.

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