营销和传播中的人工智能 ： 也能提高生产力和创造力 ？

Marketing&CommunicationsCenter AIinMarketing&Communications: BoostingProductivity—andCreativity,Too? TherecentemergenceofAI,especiallygenerativeAI,providesmarketingandcommunicationsteamswithnewopportunitieswhilealsoposingnewrisks.Thisbenchmarkingreport,basedonasurveyofmarketingandcommunicationsprofessionalsbyTheConferenceBoardincollaborationwithRaganCommunications,showswidespreadAIuseandexperimentation,thoughthereareconcerns.OursurveyshowsthatexpectationsaboutAI’simpactoncreativityarepositiveoverall,althoughsomedovoicemorepessimisticviews. InsightsforWhat’sAhead Formarketersandcommunicators,AIcurrentlyservesmostlyasaproductivityenhancementtool.Usesincludesummarizingcontent,doingthelegwork/inspirethinking,andproducingcontentfaster,freeinguptimeforstrategyandcreativework.HalfofoursurveyrespondentssayAIwillhelpinfutureproductandservicesinnovation.Just16percentseeAIashavinganegativeimpact. Whiletheyanticipateproductivity,learning,financial,andinnovationbenefitsasfamiliaritywithAIusegrows,marketersandcommunicatorsarelesscertainaboutitsimpactonworkqualityandcreativity.Onthedownside,40percentseeAIashavinganegativeimpactonjobsintheirfunction.Just4percentseeapositivejobimpact. Midlevel/juniormarketersareattheforefrontofadoptingAIintheirwork,aheadofseniormarketers,positioningthemtoshapetheadoptionandevolutionofAIwithintheirorganizations.Comparedtotheirjuniorpeersandtheircommunicationscolleagues,seniormarketersaremoreoptimisticaboutAIimprovinginnovation,workquality,andcreativityinthefuture. Misinformation/lackofaccuracy,legaluncertainties,anddatasecurityaremarketers’andcommunicators’topAIconcerns,suggestingcautioususeandtheneedtobepreparedtomanageincreasedrisks.AsAIandregulationsdevelop,thelevelofconcernislikelytodecline. Mostmarketersandcommunicatorsarecurrentlyusingaself-taughtapproachtolearningAI,butinthisrapidlyevolvingfield,professionalscouldbenefitfromorganizedpeerandknowledgeexchangegroups. AI’sCurrentUseServesMostlyProductivityGoalsButAlsoHasPotentialforStrategyInput Figure1 AIiswidelyused,includingforexperimentation,by87and85percentofmarketingandcommunicationsprofessionals,respectively,foratleastoneapplication.WhilemarketingprofessionalsuseAImoreforpersonalizationandcustomerservice,communicationsprofessionalsuseitmorefrequentlyforcontentandimagecreation. AIservesmostlyasaproductivitytool,freeinguptimeforstrategyandcreativework.Ultimately,AIcanaidproductinnovationbysupportingideaexplorationandprovidinginput. Figure2 Mid-level/juniorprofessionalsseeAIevenmoreasaproductivityenhancementtoolthantheirseniorcolleagues.ThelatteruseAImoreasaresearchtool,presumablytoexploretopicsandgatherinputformorestrategicprojects. ProductivityIstheMostWidelyAnticipatedBenefitofAI,WhileImpactonWorkQualityandCreativityRemainsUncertain Figure3 CommunicatorsandmarketersagreeonthefuturebenefitsofAIforproductivity,learning,financialresults,andinnovation—andonthenegativeimpactonthenumberofjobs.ButtheyaremoredividedonhowAImightchangecreativityandworkquality.Humanintelligence,supplementedbyAI,mightbesynergisticandhelpelevatecreativity—ifcreativescanfindwaystoleverageAIasanassistant. Figure4a SeniormarketersaremostoptimisticaboutAIimprovinginnovation,workquality,andcreativity—comparedtotheirjuniorpeersandcommunicationscolleagues.ThismightbeduetotheirexpectationsofAItoolsinspiringthinkingbyhelpingwithresearchandbygeneratingoutputthatcantriggerideas. Figure4b Seniorandjuniorcommunicatorsaremorealignedintheiropinions,anticipatingmorepositivequalityandcreativityeffectsfromAIthannegativeones. MarketersCurrentlyMakeGreaterUseofAIComparedtoCommunicators Figure5 While60percentofcommunicatorshaveembracedAIintheirdailywork,includingtogeneratecontentandimages,marketers’greateradoption(68percent)mayreflectthemoreestablisheduseofAIforcustomer-facingapplicationssuchaspersonalizationandcustomerservice. Figure6 Mid-level/juniormarketersareattheforefrontofadoptingAIintheirwork,aheadofseniormarketers,positioningthemtohelpshapetheevolutionandadoptionofAIintheirorganizations. DataSourceQualityandLegalandDataPrivacyConcernsCallforCautiousUseofAIandGreaterRiskManagement Figure7 Misinformation,legaluncertainties,anddatasecurityaremarketers’andcommunicators’topAIworries,suggestingcarefuluseandtheneedtomitigateincreasedrisks. CommunicatorsvoicinganeedtoenhancetheirAIexpertisemightmakethemopenfororganizedAI-focusedlearningorpeerexchangeprograms. MarketersseeingAI’scapabilitiesasmorelimitedmightstemfromtheirexperiencewithmass-orienteduseofAI,includingforautomatedcustomerservice,whichourresearchhasshowniscustomers’biggestcustomerservicefrustration. AsAIandregulationsdevelop,thelevelofconcernislikelytodecline. Figure8 Seniormarketersandcommunicators,whoseefewerdownsidesofAIthantheirmid-level/juniorcolleagues,couldpreemptpotentialorganizational“blindspots”aboutAIthroughregularconversationswiththelattergroup,whoarethemostfrequentAIusersoverall. InformalSelf-EducationDominatesCurrentAILearning,OpeningOpportunitiesforOrganizedPeerLearningPrograms Figure9 Consist