Commentary

AI At The Top: Execs Believe In It More Than Entry-Level Marketers

There is a major gap between executives and entry-level marketers over the value of AI.  

For starters, 55% of top execs believe in the creative potential of artificial intelligence (AI), versus only 33% of the entry-level marketers, according to a study from Lightricks. 

Moreover, 48% of executives rate AI as important to their role, compared to 34% of those at the entry level. And 27% of execs want AI to be in the driver’s seat, while only 5% of entry-level marketers agree.  

The results are surprising. One would think that people starting their careers are younger and thus more hip to AI technology. 

Or, it could be that executives are too far away from the trenches — it’s easy to be a booster for something when you don’t have to do any of the work.  

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But that theory falls apart under scrutiny — 61% of executives use AI on a weekly basis, compared to 42% of the entry-level marketers.

Overall, AI adoption jumped from 73% in 2023 to 90% in 2024. 

So why is there this difference? The fault may lie at the top. The study shows that 65% of executives have formal training in AI, while only 34% of workers on the lower rungs have received this benefit. 

How can a company adopt AI when it fails to train the staff and set up ethical guidelines? Do you really want your copywriters to send AI-written emails?

That may be where entry-level people are smarter after all. While 46% of the executives are most concerned about what the clients think, 39% of entry-level folks worry more about bias and copyright. And they are right.  

Lightricks surveyed over 1,000 marketing professionals in September 2024. 

 

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