Survey from Basis Technologies Reveals Behaviors and Perceptions in the Use AI for Jobs in Marketing

Basis Technologies, a global leader in programmatic advertising and media automation solutions, has released its annual survey results, revealing that 90% of marketing professionals use generative artificial intelligence (AI) tools at least once a month. This significant increase underscores the growing integration of AI in the marketing landscape, with implications for efficiency, creativity, and potential challenges.

Key Findings from the Survey

• Frequency of Use:

  • 70% of respondents use AI tools weekly, a marked increase from just 50% last year.
  • Only 44% of organizations currently invest in generative AI tools.

• Popular AI Tools:

  • 83% of respondents use ChatGPT, making it the most popular tool in advertising.
  • Among paid platforms, 62% utilize ChatGPT Plus.

• Content Creation Insights:

  • 67% of marketers employ generative AI for content creation, though 70% believe AI-generated content falls short of human-generated quality.

• Efficiency Gains:

  • More than half of the marketers feel that AI has made them moderately or significantly more efficient in their roles over the past year.

• Future Outlook:

  • Nearly 90% anticipate that AI will radically transform digital advertising within the next 3-5 years.
  • Concerns remain about copyright risks and legal liabilities, with 90% acknowledging these potential issues.

• Brand Safety and Environmental Concerns:

  • All respondents recognize the brand safety and misinformation risks associated with generative AI.
  • 53% express concern over the environmental impact due to AI’s energy consumption.

• Workforce Impact:

  • 21% of marketers report that their organizations have replaced human tasks with AI solutions in the past year, up from 10% last year.
  • Only 41% believe that AI will lead to significant job losses in the industry over the next 3-5 years.

The findings from Basis Technologies’ annual survey highlight the dual nature of AI in marketing: while it offers substantial benefits in efficiency and creativity, it also presents challenges regarding safety, legalities, and environmental impact. As marketing professionals adapt to this rapidly evolving technology, the emphasis will be on demonstrating the qualitative and quantitative benefits of AI tools, ensuring they complement human strategy and creativity.