Marketing and comms pros say their biggest concern about using artificial intelligence tools for work is the potential for disseminating misinformation/inaccurate information, according to recent research from The Conference Board.

The report was based on data from a survey conducted in June 2023 among 287 marketers and communications professionals.

Respondents' other top concerns and challenges with AI include legal uncertainties and worries about data privacy.

Marketing and comms professionals expect the biggest upside of AI to be improved productivity; the biggest downside they worry about is job loss.