According to the latest report from Gartner agency, nine out of ten representatives of the marketing industry are afraid that modern technologies, led by AI, will replace them at work. Will this really be the case?
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The uncertainty in the job market related to the rapid development of modern technologies affects almost all industries and marketing is no exception. According to a new report by Gartner agency, as many as 89% of surveyed marketers are afraid of mass layoffs in their companies, of which 87% of them feel anxious about the spread of generative artificial intelligence.
At the same time, 55% of people are experiencing increasingly mismatched expectations regarding their positions, and 61% admit that they have encountered a change in technology and/or process in the last twelve months. An important factor is also leadership instability – 20% of respondents have dealt with changes in managerial positions.
– The above results should light a red light in the heads of marketing directors – believes Iliana Hadjistojanowa, director at Gartner Marketing Practice.
– Mismatched expectations and workload can lead to increased job exhaustion and burnout. People in CMO positions must therefore focus their strategy on staff development and emphasize continuous skill improvement – adds Hadjistojanowa.
Especially since, according to Gartner's survey, 63% of marketing leaders believe they lack technical skills to effectively integrate and operate some technologies within their specialization.
According to Hadjistojanowa, creating solid staff development plans, which include, among others, learning to use generative AI, should therefore be a priority for companies. Such training can not only reduce the level of anxiety among employees and improve their well-being, but also reduce job rotation.
According to a Gartner study, marketers who are more engaged in using genAI are 30% less likely to experience burnout and are 40% less likely to quit their job in the next year.
– The accelerated adoption of generative AI in marketing will encourage employees to be more efficient and engaged, increase their creativity, and also free up their time and allow them to engage in more thoughtful work – summarizes Hadjistojanowa.
Justyna Bakalarska-Stankiewicz
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