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In a year full of titles documenting the Rise of artificial intelligenceOne of the many questions that remains unanswered is how technology will affect the labor market. Will it increase human productivity or make people obsolete?
Figures from an exclusive survey of more than 350 ADWEEK readers revealed that 46% of respondents believe AI will eliminate more marketing jobs than it will create. That’s a bigger percentage than the 8% who think the opposite will happen.
The survey was conducted online from December 17th to December 20th
At the same time, the majority of respondents seem confident that AI will not make them personally redundant, as 67% indicated that they are not concerned about technology taking over their work.
About two-thirds of respondents said they worked for a brand, a media company, or an advertising agency.
Besides job security, another persistent question related to the rise of AI is the relationship of technology with creativity.
In 2024, companies from Apple to Coca-Cola to Toys “R” Us met with a backlash by either suggesting that AI was a step above human imagination or using the tool to produce advertisements and other marketing materials.
More ADWEEK readers reported that they disapprove of how much brands are currently using AI in their creative than approve. The results point to a complicated road ahead for companies looking to give technology a bigger role in their marketing strategies.
On a related note, nearly half of ADWEEK readers considered 2024 a less creative year for advertising compared to 2023. About one in five survey participants, meanwhile, said the ad industry was more creative in 2024 than 2023.
