Generative AI is no longer solely the domain of younger, tech-savvy professionals. Senior marketing executives are now taking the lead in deploying this innovative tool to transform business strategies.
A study by Lightricks and the American Marketing Association (AMA) highlights this shift, with executives spearheading the AI revolution in marketing.
Executives Lead the Way in AI Usage
According to the Lightricks-AMA study, marketing executives are significantly outpacing junior employees when it comes to AI adoption. The findings show that 61% of executives use AI on a weekly basis, compared to just 42% of junior workers.
This disparity is compounded by training differences, with 65% of executives having received formal AI training from their companies, while only 34% of entry-level employees have had the same opportunity. The results suggest a widening gap in AI readiness within the workforce, posing challenges for businesses aiming to maximise AI’s potential.
Confidence Gap Between Leadership vs. Junior Staff
The gap in confidence about AI’s potential benefits is clear in the findings of the Lightricks-AMA study. Executives are significantly more confident in AI’s ability to improve efficiency and creativity, with 55% expressing optimism, while just 33% of junior employees share the same view.
This scepticism is largely due to concerns about AI-generated content’s authenticity. The study explains,
“The lower confidence of entry-level workers reportedly stems from the concerns they may have about the authenticity of AI-generated work.”
Junior employees also voice ethical concerns, with 43% questioning the accuracy of AI content and 39% worried about bias and copyright. In contrast, executives are more focused on practical considerations, with 44% concerned about whether AI-generated work will meet client expectations.
Executives Use AI Strategically
The findings from Lightricks and AMA suggest that executives are using AI to fuel strategic and creative marketing efforts, moving beyond the basic functions of automation and productivity.
While junior employees remain focused on these foundational uses, senior leaders are incorporating AI into broader, more complex marketing strategies, making it a central tool in decision-making and innovation.
According to the study:
- 37% of executives use AI in design processes
- 35% leverage AI for enhanced collaboration
- 32% apply AI for audience targeting
Junior staff primarily use it for routine tasks like content creation and email drafting, whereas executives apply it to more strategic marketing efforts. This discrepancy underscores why senior leaders see AI as a transformative tool, while junior employees continue to approach it with caution.
The Need for Better AI Training
The Lightricks-AMA study highlights a growing training gap that could have lasting consequences for both businesses and their employees. With 27% of junior staff indicating they want AI training but haven’t been offered any, many have turned to self-directed learning, with 41% pursuing it independently.
This gap presents risks not only for younger professionals, who may struggle to keep up with AI’s rapid evolution, but also for organisations facing potential inefficiencies. The study warns that “If the current training gap persists, it will only increase the disparity between the skillsets of junior and senior workers.”
Ethical concerns also play a key role, with junior employees’ focus on AI bias and copyright issues offering a crucial opportunity for businesses to implement responsible AI practices.
Closing the AI Skills Gap for Future Growth
The study concludes, “By focusing on training everyone, organisations will be able to create a better framework for responsible AI adoption, navigate the complex legal landscape around AI-generated content, and achieve business goals.”