The Surprising Truth About AI Adoption in Marketing Teams with Corbett Drummey

What if everything you thought you knew about technology adoption in marketing was wrong? Imagine a world where C-suite executives are more comfortable with AI than digital natives.

Well, according to groundbreaking new research from Lightricks and the American Marketing Association, that world is already here.

For decades, we've operated under the assumption that new technology adoption flows from the bottom up. Young professionals, fresh out of college, bring new tools and techniques to their organizations. But AI is completely flipping this script, creating an unprecedented divide in marketing teams that threatens both innovation and career growth.

The numbers are startling: while 61% of executives use AI weekly, only 42% of entry-level marketers do the same. Even more concerning? 65% of executives have received formal AI training, compared to just 34% of early-career marketers. This isn't just a gap – it's a canyon that's growing wider every day.

Today, we're joined by Corbett Drummey, a pioneer in the creator economy and AI space. As part of Lightricks, which recently partnered with the American Marketing Association on this groundbreaking research, Corbett brings unique insights into this shifting landscape. His experience leading Popular Pays through its successful acquisition by Lightricks, and his current work developing AI tools for brand safety, puts him at the intersection of marketing leadership and technological innovation.

AI in Marketing: Unpacked host Mike Allton asked Corbett Drummey about:

✨ Reversed Adoption Pattern: Traditional bottom-up technology adoption is being replaced by executive-led AI integration.

✨ Training Determines Success: The growing training gap between leadership and staff is becoming a critical career factor.

✨ Bridge The Divide: Organizations must actively work to democratize AI access and training across all levels.

Learn more about Corbett Drummey

• Connect with Corbett Drummey on LinkedIn

Resources & Brands mentioned in this episode

• Download The Full Report: https://www.lightricks.com/ama-survey
• AI Training available for employees
• Lightricks
• American Marketing Association
• Mastering AI Prompting: Advanced Techniques for Success with Ashley Gross
• Revolutionizing Visual Content: Generative AI in Action with Corbett Drummey
• AI as Your Co-Host: Unleashing NotebookLM’s Potential in Content Marketing
• AI Marketing Primer: A Comprehensive Guide for Marketers
• Explore past episodes of the AI in Marketing: Unpacked podcast

SHOW TRANSCRIPT & NOTES: https://www.thesocialmediahat.com/blog/the-surprising-truth-about-ai-adoption-in-marketing-teams/

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Produced and Hosted by Mike Allton, AI Consultant at The Social Media Hat, where he's tirelessly helping businesses and marketers get ahead of the AI Revolution and apply advanced technologies to their roles. He's spent over a decade in digital marketing, bringing an unparalleled level of experience and excitement to the fore, whether he's delivering a presentation or leading a workshop. If you’re interested in helping marketers with AI in an upcoming episode, reach out to Mike.

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