Study reveals surprising gaps in marketers’ generative AI adoption

It’s no secret that many businesses have begun to make good use of generative artificial intelligence technology for marketing purposesbut it may be more of a surprise to find out who is pushing this agenda.

According to new research from artist-focused startup Lightricks and the American Marketing Association, senior executives rather than junior professionals are at the forefront of the trend.

Historically, the adoption of new technologies in the enterprise has generally been led by younger professionals. Fresh out of college and fully in touch with all the latest technological gizmos and gadgets, these so-called digital natives are pioneers in using new solutions such as cloud computing, software-as-a-service, big data analytics and mobile devices. But this is not the case with AI. Instead, it’s business leaders who show more enthusiasm.

A Lightricks study shows that while 61% of marketing executives use AI every week, only 42% of startups do the same. What’s more, nearly two-thirds of executives said they had received formal training in AI tools, compared to just 34% of their subordinates.

It’s a significant gap, and one that must serve as a wake-up call to businesses if they are to fully realize the benefits of this new, game-changing technology.

What drives leaders to adopt AI

The study reveals the existence of what Lightricks calls a “trust gap” between lower-level workers and their bosses. Some 55% of executives expressed confidence in the benefits that generative artificial intelligence can provide in terms of improving business efficiency and creativity, compared to just 33% of younger workers.

Lower confidence among entry-level workers reportedly stems from concerns they may have about the authenticity of AI-generated work, the study found.

The study’s authors suggest that executives’ additional years of experience and broader strategic perspective may be two of the most significant factors driving their enthusiasm for AI. During their careers, senior managers have already witnessed the impact of new technologies such as cloud computing and big data, and may even have been among the pioneers of these technologies. Their experience helps them understand the positive impact that newer technologies like artificial intelligence will have on the way people work.

The study shows that training also clearly plays a role. According to the report, 65% of executives surveyed said they had received formal company training in the use of AI tools, compared to just 34% of their juniors. Additionally, 56% of managers say they have received additional AI training beyond what their companies provide, and Lightricks speculates that this is likely due to their knowledge of how AI will transform the marketing industry.

Meanwhile, just 13% of executives said they had not received the required level of AI training. On the other hand, 27% of lower marketing staff said they would like to receive AI training but have never been offered it. Instead, a significant proportion of people are forced to take it upon themselves to understand what AI can do, with 41% saying they have resorted to “self-directed learning”.

Executives are using AI more

Another factor that appears to be accelerating the growth of AI tools among C-suite executives is the way they use the technology.

A Lightricks study shows that senior marketing leaders are using AI for some surprising applications, with 37% of executives incorporating AI into their design processes, 35% using it to improve collaboration, and 32% using the technology to target audiences. This suggests that managers are using AI more strategically to improve various aspects of marketing operations.

In contrast, lower-level workers mainly use AI to increase their productivity, using it for more predictable tasks such as content creation, email writing, and editing.

Lightricks says the fact that executives are going beyond these relatively simple tasks is fostering greater recognition of AI’s potential. They can see how it not only increases productivity, but also creativity and efficiency.

Younger employees have more worries

Another aspect of Lightricks’ research focused on worker attitudes to ethical considerations around the use of artificial intelligence, illustrating a stark difference between generations.

The survey revealed that 43% of entry-level workers expressed concerns about the accuracy and quality of AI-generated content, while 39% of this group also worry about issues such as bias and copyright, reflecting what Lightricks says are larger concerns about the societal impact of AI.

But their bosses seem so preoccupied with the practical and business implications of AI that these concerns are much more of an afterthought. The survey found that 44% of executives are primarily concerned about whether AI-generated work would be acceptable to clients, suggesting that executives are less concerned about the social implications and more focused on maintaining positive relationships with clients.

A more balanced and systematic AI training is needed

The study suggests that marketing organizations need to better manage the pace of generative AI adoption and ensure that everyone has an equal opportunity to get to grips with the new tools.

In particular, there is an urgent need to increase the training offered to lower-level workers. If the current training gap persists, it will only increase the skills gap between younger and older workers. Organizations that don’t ramp up their AI training programs are likely to find themselves stuck: on the one hand, they’ll have savvy executives and, on the other hand, significantly less capable junior team members.

If this happens, the lack of sophisticated AI skills could cause serious problems for younger traders hoping to advance their careers.

There’s another reason to want it. Given the differing views on AI regarding its ethical considerations, grassroots workers can help organizations ensure the necessary safeguards are implemented to avoid AI bias and copyright issues while maintaining high standards.

In general, it’s a good idea to ensure that every worker gets an opportunity to learn about the latest generative AI tools. Given the rapid development of generative artificial intelligence, training should continue to ensure that everyone is informed of the latest developments.

By focusing on training everyone, organizations will be better able to create a better framework for responsible adoption of AI, navigate the complex legal landscape around AI-generated content, and achieve business goals.

(Image credit: Unsplash)