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.

Sysomos rolled out a unified social media marketing and analytics platform yesterday that it says enables marketers to access all the paid, owned and earned data they need to create strategic campaigns, take action in real time and measure the actions through one interface. In effect, it unifies the range of tools Sysomos has developed or acquired over the years into one platform. Individual users, however, can focus on the aspects that matter most to them, whether it's identifying trending topics, measuring impact or using the refined data to tell relevant stories. The platform also incorporates artificial intelligence to "uncover correlations, anomalies and associations by using machine learning to process trillions of data points every second," as a release puts it, and that's the aspect I'm going to focus on. While viewing a couple of short previews of the new platform that Sysomos CEO Peter Heffring sent over last week, I was struck in particular by its ability to detect patterns not only in the words of a social campaign but also in posted images.