The WARC Podcast Mapping AI's impact on marketing teams
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Jul 11, 2024 Alissa Hansen and Mark Holden discuss the impact of generative AI on marketing teams. They explore the motivation behind using AI, the integration of generative AI in marketing campaigns, and the importance of empowering employees with cross-skilling. The conversation also delves into the future implications of AI advancements in marketing roles and predictions for human-AI collaboration in content creation.
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AI's impact on Marketing
- Generative AI's impact on marketing is accelerating rapidly, dominating Cannes Lions conversations.
- Examples include TikTok's AI avatars and Meta's research on AI's positive impact on ROAS.
Marketer Sentiment on AI
- PhD's research with 700 global marketers reveals both fear and excitement surrounding AI.
- Many see AI's potential for innovation, but a gap exists between those who should use and actually use AI.
Barriers to AI Adoption
- Two main barriers to AI adoption are knowledge gaps and technical apprehension.
- Many marketers overestimate their AI understanding, and clients often lack technical expertise.