5 Concerns Marketers Have About AI & How Leadership Can Address Them [New Data + Tips]

Although generative AI is in all places, the concern across the state of AI is actual.

From our survey of 1350+ enterprise professionals within the US, together with entrepreneurs, we discovered that 63% of entrepreneurs not already utilizing generative AI should not seeking to begin.

But, there are huge quantities of knowledge and use instances to assist AI as a productive and environment friendly instrument to assist advertising efforts.

On this article, we’re wanting on the high fears surrounding AI in advertising and sharing ideas from specialists to assist management deal with them.

The Prime Considerations for Utilizing AI

Ideas for Addressing AI Fears

Ought to AI fears cease you?

The Prime Considerations for Utilizing AI

Our survey outcomes recognized the highest 5 fears round utilizing AI and the potential rationale. Discover out what they’re so you’ll be able to higher assist your group.

1. Risk to Jobs

AI’s supposed menace to entrepreneurs’ jobs is a justified concern. However, our survey means that staff are overly involved about this.

We found that marketers using generative AI believe that it can help create marketing content more efficiently (77%) and improve the quality of their marketing content (79%).

From an employee’s perspective, these stats might sound scary!

However, leadership surveyed said AI/automation tools make employees more productive (30%), and AI/automation tools make employees more effective at their jobs (32%).

Even better, 66% of business leaders have hired new employees specifically to help with leveraging/implementing AI/automation tools.

The threat to jobs can leave marketers worried about their jobs’ future. Understandably, a fear like this could prevent someone from embracing AI to its fullest.

With leaders believing that AI is making teams more productive and effective at their jobs, restructuring the narrative is all it could take to reassure your team that their jobs are not under threat and instead that AI is a tool to empower them.

2. Quality and Relevancy

The second biggest concern revolves around the quality and relevancy of AI outputs. Of those surveyed, 30% of marketers believe that content created using generative AI isn’t as good as content made exclusively by humans.

Also, 28% said the content generative AI produces isn’t always relevant to desired goals.

Evidence suggests that AI is suitable and can return high-quality and relevant content. Our survey found that 44% of marketers agree that AI can write better content than humans.

Perhaps the key is using AI to its fullest potential with strong prompts.

Adam Smith, founder of The Content Machine, explores AI content with in-depth experimentation, strong prompts, and a lot of testing. On LinkedIn, he shares how AI content is working for his websites.

ai fears, adam smith post about ai

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3. Accuracy

AI and accuracy is a well-known fear among marketers. For marketing, accuracy is critical. False information published on a brand’s website can potentially damage brand-consumer relations at best and be catastrophic at worst.

Our survey found that only 23% of marketers are very confident that the information generative AI produces is accurate, and 30% think that generative AI sometimes produces inaccurate information.

Everyone else? Well, they’re under-confident in the accuracy AI provides.

Most AI users have likely come across a questionable statement, and no doubt, fact-checking AI is vital to the AI process.

But does this mean that AI shouldn’t be adopted? We’re not so sure!

Moritz Kremb helps businesses leverage AI for growth. He shares tips and insights on AI. Kremb shares eight strategies to elevate AI and writing in the post below:

ai fears, Moritz Kremb, chatgpt is powerful

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Finally, AI can solely ever be as correct as its enter. In the event you study to immediate extra successfully, you would possibly discover accuracy improves.

4. Usefulness

AI instruments are much less helpful than some entrepreneurs would really like them to be. When requested, “How essential or unimportant is generative AI to your general content material advertising technique?” 30% of entrepreneurs answered, “neither essential nor unimportant” or “unimportant.”

Solely 27% of respondents answered “crucial.”

The usefulness of AI is comparatively subjective as a result of quite a lot of entrepreneurs are discovering it very helpful and declare that:

  • Entrepreneurs ought to use generative AI however keep away from changing into overly reliant (67%).
  • Generative AI has had a major, average, or slight change in how they create content material in 2023 (83%).
  • AI/automation instruments make them simpler at their job (67%).

The reality is that AI continues to be younger, and it will possibly do loads. Specialists comparable to Greg Brockman, president and co-founder at Open AI, acknowledge that AI continues to be in its early days.

ai fears, Greg Brockman, ai is still early

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Maybe the important thing to utilizing AI in a method that serves you is knowing the place it’s useful so you’ll be able to be part of the 67% of entrepreneurs who discover it makes them simpler at their jobs.

5. Over-Reliance

Conscientious entrepreneurs do not need to turn out to be overly reliant on AI instruments (43%), a superbly affordable response to AI adoption. In any case, folks need to love what they do, and clients will all the time want that human interplay.

However ought to over-reliance cease us from utilizing AI? In all probability not! These most involved about over-reliance on AI are exactly who must be utilizing it. In any case, you’ll work out methods to stability effectiveness and human contact.

Ideas for Addressing AI Fears

Now that you just perceive the highest 5 fears for entrepreneurs, you could find the antidote from advertising leaders who share their high ideas beneath.

[Video: https://www.youtube.com/watch?v=7vdZCXb5P1E]

1. Create empowering processes.

Campbell Tourgis, vp of gross sales and advertising at Wainbee, believes the reply is empowering processes.

Tourgis says his group acknowledges considerations that AI could have an effect on content material high quality. In response, they stability AI utilization with the human contact in gross sales and advertising campaigns.

“Whereas we use an AI-powered CRM system and different related instruments, our editorial group rigorously checks the ultimate draft to make sure we publish distinctive, credible content material for our web site, advertising supplies, and gross sales scripts,” Tourgis says.

What we like: Tourgis’ group has discovered a option to carry collectively the human contact and AI. AI-powered CRMs like HubSpot have integrations like Content material Assistant and ChatSpot; each are designed to make your day-to-day duties simpler and quicker!

How to address AI fears in marketing, HubSpot’s ChatSpot AI tool

2. Keep in management.

Whereas AI is in its early levels, sharing information can really feel scary. Carolyn James, advisor and coach at Web site Insights, has an answer.

“AI is in its early levels, which implies it’s nonetheless largely unregulated. Because of this I take advantage of information encryption for the delicate consumer information I possess. As a result of we’re coping with datasets that include non-public info, my staff are totally educated to be aware of those information privateness insurance policies,” she says.

James’ group rigorously evaluates all AI platforms earlier than use, making certain they’re safe earlier than integrating consumer information.

“That is considered one of many measures we take to guard our shoppers’ information so it doesn’t get misused or compromised,” James says.

What we like: James is searching for her shoppers utilizing encryption strategies to guard consumer information. Moreover, James recommends that entrepreneurs use instruments which can be rigorously scrutinized. A fantastic place to begin is with an AI instrument you’ll be able to belief.

AI fears, HubSpot’s Content Assistant AI tool

3. Contain groups in decision-making.

Melissa Popp, content material technique director at RicketyRoo, acknowledges that groups not concerned in decision-making are much less prone to embrace AI.

Popp recommends you “embody the group in choices about AI implementation by organizing brainstorming classes. Encouraging our group to contribute concepts and form how AI is built-in throughout our methods can be integral to getting buy-in from our group and our shoppers.”

What we like: With groups concerned in decision-making, there are alternatives for everybody concerned within the AI implementation to have their say. It’s a possibility to air considerations and for management to reassure and supply options.

4. Keep open strains of communication.

Equally, Greg Kozera, efficiency advisor at ELM Studying, recommends establishing and sustaining open strains of communication relating to AI’s many makes use of. Take into account organising a channel the place group members can share the useful use instances they’ve found and their results on their productiveness.

“This ‘studying from others’ situation can present confirmed ideas that come instantly from those who they belief — their very own group members. The extra plus is that there isn’t a restrict to this casual training,” Kozera says.

What we like: Group chats or channels can encourage group studying. It’s additionally a protected place the place groups can discover assist for his or her apprehensions and obtain encouragement from nice concepts! From group channels, management can see the primary points and plan to resolve them, leading to a happier workforce.

5. Check instruments.

Ken Paskins, CEO of GCE Consulting, recommends testing AI instruments. He says, “As with anything, the easiest way to quell your fears surrounding a selected instrument or know-how is to see it in motion.”

Paskins recommends slowly implementing AI into easy conditions involving fundamental automation. From there, staff can see firsthand the time they will save with AI.

“[Time saved] can then be spent on more difficult tasks that require a human contact,” Paskins says. “Proceed with a ‘study by doing’ philosophy, and reply questions after your group has the time to experiment with easy duties.”

What we like: Testing instruments is a good way to find out what has a objective inside your group and what doesn’t. If one instrument doesn’t be just right for you, you’ll be able to search for one thing that does as a substitute of avoiding AI totally.

6. Reassure staff.

Shannon Roxborough, chief advertising officer (CMO), ROCKBlue believes that addressing AI fears begins with communication and reassurance.

Roxborough says, “It is important that advertising leaders work with senior management to reassure staff and deal with their considerations by establishing inner requirements and pointers for AI transparency, belief, safety, and security.”

Roxborough notes that leaders ought to work to tell and educate advertising groups about the advantages of AI. That features the way it may also help make them extra productive and contribute to their well-being.

What we like: AI fears can solely enhance if management and staff work collectively to develop belief and safety. We like that Roxborough is seeking to assist educate groups and present how AI is a productiveness assist.

Ought to AI fears cease you?

The information from our State of AI survey offers purpose for the reliable fears of entrepreneurs. Nonetheless, the identical survey additionally found instances the place entrepreneurs are thrilled with their AI adoption.

AI fears needn’t cease you from exploring how AI can assist you and your small business objectives. Because the specialists present us, with good processes, experimentation, communication, and training, AI could be a useful advertising instrument.

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