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17 May 2023 / Report
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Copy LinkIn a recent survey by The Conference Board, 50 percent of marketing leaders and 42 percent of communications leaders selected AI content creation tools as one of the most exciting areas for innovation in the year ahead. B2C companies were more inclined to experiment (54 percent) and matrixed organizations the most committed (60 percent).
The rapid expansion of experimentation with (generative) Artificial Intelligence applications to assist, augment, or possibly replace some functions in the communications discipline cannot be avoided. At the same time, the challenges of risk, credibility, reliability, and creativity are yet to be tackled, and the regulators will have a role to play in this. No company can afford not to explore the possibilities, but all companies must do so wisely.
Leaders know AI will disrupt the functions of marketing and communications. It will radically improve efficiency in many areas of the creative/communications process, but humans will have to harness it to ensure effective outcomes. How should marketing and communications approach this?
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