It’s no secret that a lot of businesses have started putting generative artificial intelligence technology to good use for marketing purposes, but it may be more of a surprise to learn who is pushing this agenda.
According to new research from the creator-focused AI startup Lightricks and the American Marketing Association, it’s senior executives, rather than younger professionals who 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 wizardry and gadgets, these so-called digital natives have pioneered the use of new solutions like cloud computing, software-as-a-service, big data analytics, and mobile devices. But that’s not the case with AI. Instead, it’s the business leaders who are showing greater enthusiasm.
Lightricks’ study shows that while 61% of marketing executives use AI every week, just 42% of entry-level workers do the same. What’s more, almost two-thirds of executives say they have received formal training in AI tools, compared to just 34% of their subordinates.
It’s a substantial gap, and it’s one that needs to serve as a wake-up call to businesses if they’re going to fully realise the benefits of this game-changing new technology.
What’s driving executives’ adoption of AI
The study reveals the existence of what Lightricks terms a “confidence gap” between lower-level workers and their bosses. Some 55% percent of executives expressed confidence in the advantages generative AI can provide in terms of improving business efficiency and creativity, compared to just 33% of junior workers.
The lower confidence of entry-level workers reportedly stems from the concerns they may have about the authenticity of AI-generated work, the study found.
The authors of the study suggest that the additional years of experience and the wider strategic perspective executives have may be two of the most significant factors driving their enthusiasm for AI. Throughout their careers, older executives have already witnessed the impact of new technologies, like cloud computing and big data, and they may have even been among the pioneers of those technologies back in the day. Their experience helps them to understand the positive impact that newer tech like AI will also have on the way people work.
Training is clearly playing a role too, the study shows. According to the report, 65% of executives surveyed say they have received official company training in the use of AI tools, compared to just 34% of their juniors. Moreover, 56% of execs say they have pursued additional AI training outside what their companies provide, and Lightricks speculates this is likely driven by their knowledge of the way AI will transform the marketing industry.
Meanwhile, just 13% of executives said they have not received the desired level of AI training. On the other hand, 27% of lower-level marketing staff say they would like to receive AI training, but have never been offered any. Instead, a significant number are forced to take it on themselves to get to grips with what AI can do, with 41% saying they have resorted to “self-directed learning.”
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