• by Joe Mandese , February 5, 2024

Given the speed with which AI is accelerating into the marketing tech stack it should not be surprising that it's raising concerns among marketers, but what might be surprising is what their top concerns actually are. According to one study being released this morning, it's less about the dehumanization of the art and craft of marketing, and more security and control.

The top concern cited by more than half of respondents to a survey of more than 300 marketing execs being released by San Diego marketing tech firm SOCi is "privacy," while the second biggest concern is an over-dependence on technology, both of which likely represent a continuation of ongoing concerns related to automation, machine learning, Big Data, regulation and compliance.

What surprises me is that only a third of the marketing pros cited any human factors, in this case, "replacing me" or "my job."

Remarkably, 5% of the respondents said they had no concerns whatsoever.

“Privacy concerns often stem from how companies collect, store, and use consumer data for marketing purposes,” notes SOCi CMO Monica Ho, explaining, “With AI's ability to analyze large datasets, there's an increased risk of sensitive information being mishandled or used in ways that violate consumer privacy. Establishing clear internal guidelines and policies around AI usage in marketing can help ensure ethical practices and compliance with laws.”

Interestingly, only 39% of respondents indicated they have put guidelines for privacy compliance vis a vis AI in place, while another 35% said they are in the process of developing guidelines.

“It's a crucial step not just for compliance but also for building trust with consumers and ensuring responsible utilization of AI," says SOCi's Ho.