Marketers believe AI will not impact creative roles, new research finds

Most marketers are confident the rise of artificial intelligence (AI) will not impact creative functions, according to research by The Drum, in association with social media analytics platform Sysomos. While over half of the marketers surveyed (61%) believe the integration of AI will result in a loss of jobs, almost two-thirds (63%) feel confident creative jobs will prove to be resistant to the threat of automation. But when asked about specific business areas marketers do not want AI to handle, creative briefs (43%) and recruitment (37%) came out on top. The findings come from The Drum Market Insight Report – Artificial Intelligence Edition. The Drum partnered with Sysomos to discover how marketers view AI and how it will impact their marketing agenda over the next five years. Over 200 marketers were surveyed to gauge opinions on AI and the automation of jobs, specific areas marketers do not want AI to handle, and investment in AI technology.