How Transparent Are Marketers About Using AI?

The rise of AI has made it so that countless marketers are relying on these tools in order to create content for their clients. This begs the question, how transparent are marketers about this practice? Filestage conducted a survey back in December 2023, and it shed some light on the level of transparency that can currently be seen in the industry with all things having been considered and taken into account.

It bears mentioning that the proportion of marketers that tell stakeholders about their use of AI depends on who these stakeholders actually are. For example, 77% of marketers working for start ups told their superiors about using AI, but just 46% of marketers employed at production companies said the same. The proportions for agencies, established brands and freelancers were 61%, 59% and 55% respectively.

With all of that having been said and now out of the way, it is important to note that start up marketers also used AI a bit more frequently than might have been the case otherwise. 38% of them said that they use AI on a daily basis, with 24% of freelancers saying the same. Meanwhile, just 19% of agency and production company employed marketers used AI daily, with only 11% of marketers working for established brands reporting daily AI usage for content creation.

As for the type of impact that AI is having on various aspects of marketing work, 83% of the people that responded to this survey stated that it had a positive effect on their overall productivity levels. 62% said that profitability saw some positive momentum, with 59% saying that it positively impacted their creativity.

In spite of the fact that this is the case, many survey respondents were of the opinion that AI brought a lot of bad side effects as well. For example, 32% said that it had a negative impact on their self esteem, with 25% saying that it negatively influenced the level of recognition that they received for the work that they were doing as well. It will be interesting to see how the trend changes from this point onwards.

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