No longer too concerned about the replacement of AI, Marketers around the world are showing increasing confidence and ability to master AI technology in marketing. Along with that, the effectiveness of using AI in Marketing has also improved significantly with ROI, revenue, profit, etc. indicators clearly exploding. So how is the trend of using AI by marketers around the world taking place? Explore the report on AI in Marketing from INVOCA to grasp the latest changes of this technology in the marketing market!
No longer afraid, Marketers are increasingly confident in mastering AI
If in the past, when talking about AI, marketers worried that this tool would replace their jobs in the future, now, marketers around the world are showing their ability to master these tools. AI tools are increasing day by day.
Marketers are increasingly confident in their skills in using AI, especially at large companies
In particular, the majority of Marketers shared that they are confident in their AI skills. Up to 47% of Marketers are confident that they are experts in using AI technologies, 45% think they have the ability to use it very professionally. There is almost no marketer who would say they are not skilled in using AI.
However, the report shows a large difference between large and small companies in the use of AI. At companies with more than 1,000 employees, the percentage of Marketers capable of using AI professionally is up to 60%, while in smaller businesses, the percentage of Marketers using AI professionally is only about 40%. %. This trend is moving in reverse compared to last year’s report, showing that large businesses are increasingly focusing on improving human resources’ AI skills.
Managerial skills in using AI are increasing
Regarding the personnel structure, it can be seen that Marketers at the management level are becoming more and more confident in their AI skills. In previous reports, CEOs and marketing directors were seen as leading experts in using AI with skills that far surpass those of managers and employees.
However, this year’s survey has shown that managers’ AI skills have seen a clear growth, with up to 43% of managers sharing that they have professional AI skills, growing. significantly higher than 32% last year. Meanwhile, for the group of executives and marketing directors, this ratio remained at 53%, the same as last year.
Be confident about the AI technology being used
In addition, this report also shows marketers’ confidence in the AI technology they are using. Today, 82% of marketers say their use of AI is somewhat or very advanced relative to the market. They believe that the AI technology they are using is far ahead of their competitors. At the same time, Marketers also believe that the more they invest in AI, the further the Brand will go in the coming years.
The ability to use AI has become an essential skill for Marketers
In contrast to the first days when AI entered the marketing market, marketers were very worried that this technology could create a crisis in the labor market. However, today, marketers have shown a very optimistic attitude about the future use of AI.
AI is expected to create many new job opportunities
When asked about the impacts of AI on job opportunities, Marketers are no longer afraid as much as before. Although there are still about 40% of Marketers who think that the number of jobs AI creates cannot compensate for the number of jobs it has replaced. However, the number of people who think AI is creating more jobs than it is replacing has increased by 7% over last year, to 57%.
Knowledge of AI has become an important standard for Marketers
As marketers’ skills in using and mastering AI increase, they become more confident in applying this technology, instead of worrying about being replaced by it. Up to 43% of marketers think AI has a very positive impact on their career, 48% think AI brings positive impacts. And only 3% think this tool is negatively affecting their marketing career.
Many marketers even believe that knowledge of AI today is very important to maintain their job opportunities in the labor market. Last year, 8% of marketers said that knowledge of AI would not affect their future employability, but this number completely disappeared in this year’s survey. On the contrary, up to 94% of marketers agree that criteria related to AI understanding should be included in the current Marketing recruitment process.
Therefore, many marketers believe that, if they cannot prove their knowledge and skills in using AI, they may be eliminated from the modern marketing industry environment.
The role of AI is becoming increasingly prominent, bringing impressive conversion rates
Today, AI can be applied in almost all marketing activities, from content writing, keyword analysis, to tracking and evaluating customer care calls,… In particular, the Most marketers today highly appreciate the effectiveness of AI in these jobs. Specifically, 77% of marketers think that AI works superior or very well in most marketing tasks today.
Among them, the roles that Marketers expect the most from AI include:
- Increase employee productivity
- Data analysis
- Automate operational processes
- Accelerate revenue
- Improve customer experience
The report shows that AI is not only a support tool, but also directly affects the revenue growth of brands. Up to 95% of Marketers confirm that AI will have a positive impact on brand revenue in 2024. On the other hand, AI is also expected to be a tool to optimize Marketing costs thanks to its ability to automate processes and increase productivity. labor rate. 95% of Marketers participating in the survey stated that AI helps them use their Marketing budget more optimally and effectively.
Therefore, marketers are greatly appreciating the effectiveness of AI tools. 80% of marketers say AI tools deliver ROI that exceeds expectations, and only 3% say their conversion rates fall short of expectations.
Concerns about not using AI
Nowadays, the use of AI seems to have become a basic standard in the Marketing industry. Global marketers believe that if they do not use AI in marketing, brands may face a number of risks such as:
- Losing customers to competitors
- Ineffective marketing and Sales activities
- Missing key data from the customer journey
- Inability to analyze data
- Acquisition costs increase
- Customers leave
- Waste of Advertising money
- Budget cuts
In 2025, global marketers will continue to increase investment budgets
Up to 90% of marketers participating in the survey shared that they will increase their investment in AI tools by 2025. Of these, 91% of marketers revealed that they have set aside a budget for AI, This shows that the use of AI has become an important part of the marketing strategies of brands today.
In particular, large companies with large financial resources and a large number of employees will continue to increase investment in AI in 2025. Last year, only about 27% of employees were from companies. Large shares that they will increase investment in AI, but this year this number has increased to 41%. For small companies with less than 1,000 employees, only 38% of companies participating in the survey said they would increase spending on AI.
Although effective, marketers also need to pay attention to the level of spending on AI. In the past two years, spending on AI in Marketing has increased exponentially, as many marketers got caught up in the wave of this technology and spent uncontrollably on too many AI tools. Up to 40% of Marketers found that they overinvested in AI in the past year, an increase of 11% compared to last year. Therefore, brands should also reevaluate the costs allocated to AI tools, streamline the AI system, and eliminate unnecessary tools.
Conclusion:
In general, marketers’ perspective on using AI has changed dramatically in the past year. From worries about being replaced by AI, marketers have begun to develop skills in using AI to master this technology and turn it into an effective assistant in life. Since then, the effectiveness of AI in marketing has been increasingly expanded such as cutting costs, increasing revenue, etc. However, marketers also need to pay attention to controlling the budget spent on AI, so as not to get carried away. FOMO mentality and wasted investment in this tool.
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