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.”
Executives are getting more out of AI
Another factor that appears to be accelerating the growth of AI tools among C-suite executives is the way they’re utilising the technology.
Lightricks’ study shows senior marketing leaders use AI for some surprising applications, with 37% of executives incorporating AI into their design processes, 35% using it to enhance collaboration and 32% applying the tech to audience targeting. This suggests executives use AI more strategically, to enhance various aspects of marketing operations.
In contrast, lower-level workers are mainly using AI to enhance their productivity, adopting it for more predictable tasks like content creation, writing emails, and editing.
Lightricks says the fact executives are going beyond these relatively simple tasks fosters more appreciation of AI’s potential. They can see how it not only boosts productivity, but also creativity and efficiency.
Junior staff have more concerns
Another aspect of Lightricks’ research focused on worker’s attitudes to the ethical considerations of using AI, and it illustrates a stark difference between generations.
The survey revealed that 43% of entry-level workers have expressed concern about the accuracy and quality of AI-generated content, while 39% in this group are also worried about issues like bias and copyright, reflecting what Lightricks says is greater concern about the societal impacts of AI.
However, their bosses appear to be so taken by the practical and business implications of AI that such concerns are much more of an afterthought. The survey found that 44% of executives are worried chiefly about whether AI-generated work would be acceptable to clients, suggesting executives are less bothered about the societal consequences and more focused on maintaining positive client relationships.
More balanced and systemic AI training needed
The study suggests that marketing organisations need to get a better handle on the pace of generative AI adoption and ensure everyone has an equal opportunity to get to grips with the new tools.
In particular, there’s an urgent need to increase the training that’s offered to lower-level workers. If the current training gap persists, it will only increase the disparity between the skillsets of junior and senior workers. Organisations that don’t ramp up their AI training programs will likely find themselves dealing with a divide, with savvy executives on the one hand and significantly less-capable junior team members on the other.
If that happens, the lack of sophisticated AI skills could cause serious problems for younger marketers hoping to advance their careers.
There’s another reason to want this, too. Given the differing viewpoints on AI in terms of its ethical considerations, lower-level workers can help organisations ensure the necessary guardrails are implemented to prevent AI bias and copyright issues, while maintaining high standards.
It’s generally a good idea to make sure that every worker is given the opportunity to familiarise themselves with the latest generative AI tools. Given the rapid evolution of generative AI, training should be ongoing to ensure everyone is kept up to date with the latest advances.
By focusing on training everyone, organisations will be able to create a better framework for responsible AI adoption, navigate the complex legal landscape around AI-generated content, and achieve business goals.
(Image source: Unsplash)
