A lack of education and training around artificial intelligence is the biggest barrier to AI adoption by marketing departments, according to recent research from Drift and the Marketing AI Institute.
The 2024 State of Marketing AI Report was based on data from a survey of 1,784 marketing and business professionals.
Some 67% of respondents say a lack of education and training is a top barrier to marketing AI adoption. Additional top barriers include a lack of awareness/understanding about AI (56% of respondents say so) and a lack of strategy (43%).
Some 26% of respondents say their company has AI education/training in place, 24% say education/training is in development, 47% say there is no education/training in place or in development, and 4% are not sure.
Some 47% of respondents say they believe more marketing jobs will be eliminated by AI than created by AI in the next three years.
Some 68% of respondents say they feel AI is having a positive impact on marketing, business, and society.
About the research: The 2024 State of Marketing AI Report was based on data from a survey of 1,784 marketing and business professionals.
