{"id":8264,"date":"2024-07-26T17:46:58","date_gmt":"2024-07-26T17:46:58","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/67-of-marketers-say-lack-of-training-is-primary-barrier-to-ai-adoption\/"},"modified":"2024-07-26T17:46:58","modified_gmt":"2024-07-26T17:46:58","slug":"67-of-marketers-say-lack-of-training-is-primary-barrier-to-ai-adoption","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/67-of-marketers-say-lack-of-training-is-primary-barrier-to-ai-adoption\/","title":{"rendered":"67% of marketers say lack of training is primary barrier to AI adoption"},"content":{"rendered":"


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While 99% of marketers say they\u2019re personally using AI, 67% say a lack of training remains a barrier to its adoption at work \u2014 three percentage points higher than in 2023, according to a new survey by The Marketing AI Institute.<\/p>\n

Just over a third of respondents (36%) said AI is now infused into their daily workflows \u2014 up 7 percentage points from last year, according to the 2024 State of Marketing AI Report. The number of people who \u201ccouldn\u2019t live without AI,\u201d jumped from 6% in 2023 to 15% today.<\/p>\n

When asked if their organization offered AI training for the marketing team, 75% either said no (47%), that it\u2019s in development (24%), or they\u2019re not sure training exists (4%).<\/p>\n

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Source: Marketing AI Institute\u2019s 2024 State of Marketing AI Report<\/em><\/figcaption><\/figure>\n

Familiarity breeds understanding<\/h2>\n

Despite the lack of training, use of the technology is improving peoples\u2019 skills, as 61% reported they now have an intermediate-level understanding of AI, up from 54% in 2023; 16% said they have an advanced understanding, compared to 11% last year.<\/p>\n

AI adoption by organizations continues to grow, with 51% reporting their marketing teams are piloting or scaling AI, compared to 42% last year.<\/p>\n

Marketers really, really want AI to free up time: 80% said they want the technology to \u201creduce time spent on repetitive, data-driven tasks.\u201d That\u2019s 14 percentage points more than the next item on the list of things they want AI to deliver: \u201cmore actionable insights from marketing data.\u201d<\/p>\n

A whopping 78% believe that in the next three years, AI will handle more than a quarter of their marketing tasks; 34% expect at least half of their marketing tasks to be automated in the same timeframe.<\/p>\n

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Source: Marketing AI Institute\u2019s 2024 State of Marketing AI Report<\/em><\/figcaption><\/figure>\n

More AI, fewer jobs?<\/h2>\n

Marketers are more pessimistic than ever about AI\u2019s impact on marketing jobs, but there\u2019s a surprising split in opinion between executives and those who use it.<\/p>\n

Overall, 47% believe AI will eliminate more jobs than it creates in the next three years, seven percentage points higher than in 2023. Unsurprisingly, the number of people who think more jobs will be created rather than eliminated fell to 31%, five percentage points lower than last year.<\/p>\n

Dig deeper: Why traditional marketing systems can\u2019t keep up with AI and what to do about it<\/a><\/em><\/strong><\/p>\n

The people most likely to believe AI will eliminate more jobs are the people using it least: executives. More than half of\u00a0 CEOs\/Presidents, CMOs and other C-suite types expect the technology to disrupt employment. However, only 40% of managers and entry-level employees think this will happen.\u00a0<\/p>\n

The survey gave people the opportunity to write in their concerns about AI. Many are worried that AI is developing and being deployed so fast that they won\u2019t be able to keep up with it. Here\u2019s some of what they wrote. <\/p>\n