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Various industries are experimenting with generative artificial intelligence (Gen AI) to drive results, with 74% of communications professionals in APAC integrating the technology into their work. Marketers had the highest adoption rate at 90%, while only 60% of journalists leveraged Gen AI in their work.
These are the findings of a survey conducted by editorial and research strategy firm Media Collateral, which found that despite high adoption rates, less than 20% of respondents fully integrate Gen AI into their tasks. has also become clear. In fact, 55% say they use Gen AI from time to time. The report surveyed his 227 respondents, including journalists, marketers, PR practitioners, content creators and advertisers.
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When it comes to how communications professionals are leveraging Gen AI, 75% say they use it to generate, ideate, and optimize content, and 37% of the industry also uses the technology for strategy and planning. using. Other use cases include automatic data summarization, audience sentiment analysis, and predictive content targeting.
Gen AI’s adoption among communications professionals is primarily due to its ability to improve productivity and efficiency, according to 80% of respondents. Similarly, 67% look to Gen AI to simplify complex tasks and reduce manual workload.
Factors such as uncovering previously overlooked insights and the ability to personalize customer experiences at scale are also cited as key drivers for Gen AI adoption in the industry.
Popular Gen AI tools and platforms include ChatGPT, Japser, Microsoft, Adobe, and Canva, to name a few. The report also mentioned various features offered by these tools, such as copywriting, data analysis, and realistic AI-generated narration.
Concerns about Gen AI
Despite the benefits brought by AI, communications professionals are primarily concerned about inaccuracies and mistakes in AI-generated content and advertising, with 65% of respondents agreeing. Additionally, more than 50% say ethical concerns around data use and transparency limit their use of Gen AI in the workplace, and 44% are concerned about legal issues surrounding AI-generated content. Concerned about the problem.
Specifically, 64% of journalists and 59% of PR professionals said they were concerned about ethical issues, while 44% of content writers and 48% of marketers were concerned in this area.
Interestingly, approximately 20% say that financial constraints and unclear ROI of Gen AI tools prevent them from actively incorporating AI into their work. In fact, 20% of respondents said they don’t know how Gen AI will benefit their work.
The majority of respondents believe Gen AI will disrupt the workforce, with 60% believing it will change roles, 25% believing it will reduce job roles, and 8% believing it will create more jobs. I think it creates opportunities.
About 10% of professionals in marketing and PR professions are less concerned about the impact Gen AI will have on job opportunities, while 39% of journalists and 35% of content creators believe Gen AI will reduce employment.
industry gap
As AI advances rapidly, the industry’s information and knowledge gap is also widening, with 60% of respondents citing limited training resources to leverage Gen AI capabilities in the workplace. Additionally, 47% believe there are misconceptions within the industry about the potential and limitations of Gen AI.
Respondents also highlighted the lack of adequate resources to learn about Gen AI. In fact, 37% of respondents believe there is a lack of unbiased and comprehensive information about this technology, and 41% believe there is limited communication among Gen AI, technology developers, and industry experts. I recognize that there is a strong connection.
Despite gaps in the industry and concerns about Gen AI, 79% of practitioners plan to increase their use of Gen AI over the next two years. Meanwhile, 2% intend to reduce their usage due to inefficiency or specific concerns.
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