Generative AI has sparked a mixed reaction within the marketing department, with some viewing it as a cost-cutting measure that could replace human employees, while others see it as a supportive technology that frees up marketers to focus on the creative aspects of their work. A survey conducted by Norwest Venture Partners sheds light on how marketers are utilizing generative AI and their concerns surrounding it. Lisa Ames, Principal, CMO & Operating Executive at Norwest, organized a marketing huddle to address these concerns and highlight that generative AI is not a replacement for marketing personnel.
The survey revealed that 93% of marketers are using generative AI, with text generation being the most common use case (77%), followed by search (63%) and editing assistance (44%). While 60% of respondents reported saving time with generative AI, 24% indicated that it did not save them time, potentially due to a lack of understanding on how to prompt the AI effectively. However, generative AI was seen as a valuable tool for approaching problems from unique angles and enhancing creativity.
Despite the enthusiasm for generative AI, marketers expressed concerns about the accuracy and quality control of AI-generated content. Marketers want to ensure that the base content produced by AI aligns with their brand and does not resemble competitors’ content. Copyright issues also arose during discussions, such as determining the percentage of edited content required to qualify as original work. Additionally, the lack of regulations and company policies regarding generative AI usage, particularly concerning data privacy, raised concerns among marketers.
Ames noted that while some companies had policies in place, many marketers were unaware of ongoing policy development. This led to questions regarding the influence of company size and type on policy thinking. Ames emphasized the importance of showcasing use cases to convince CEOs that generative AI is not a replacement for human marketers. By providing examples, highlighting limitations, and demonstrating opportunities, marketers can ground the technology and make it more tangible for decision-makers.
Ames believes that as CEOs and other members of the C-suite gain firsthand experience with generative AI tools, they will recognize its capabilities and limitations. While generative AI offers significant benefits, it cannot replace the expertise and human touch that marketers bring to their work.
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