With support from ARP, the study interviewed 313 professionals, of which 68% said they were prepared for the challenges that technology brings
A 2023 KPMG survey showed that Brazilians are in third place among the countries in the world that trust artificial intelligence the most. This study shows that while only half of the world’s population thinks that the benefits of AI outweigh the risks, here in Brazil this is the opinion of 71% of the population. And this finding has an immediate impact on the country’s marketing professionals, according to the survey ‘How Brazilian marketing professionals relate to artificial intelligence’, carried out by Cordão with the support of ARP (Riograndense Advertising Association), E-commerce Brasil, Grupo de Planejamento, Pmweb, Padrinho Assessoria and Share.
The study concluded that 99% of marketing executives in the country are optimistic and open to the idea that AI will revolutionize their activity. Of this number, 60% believe that the effect of AI is symptomatic; for 26%, the revolution will actually happen in 2025; for 13%, in the next two years; and never for only 1%. The scenario reveals the word that immediately comes to mind for marketers: ChatGPT. “In general, words related to the subject have positive connotations in the sense of assistance, productivity and innovation”, highlights the research, which also points to technology, complementarity, agility, automation, data, transformation and, for example, creativity, in the repertoire of AI expressions.
Despite the uncertainties about the future agenda, Brazilian marketing professionals say they are prepared to deal with the growth of AI. 3% consider themselves experts on the subject; 17% say their knowledge is above average; 48% say they are average; 26% are below average; and 6% acknowledge that they have little or no knowledge.
For 18% of advertisers, caution about AI is on the agenda and they feel less prepared. But advertising agencies, a base of 68%, are enthusiastic. And consultancies are optimistic, with 60%. On the other hand, the use of AI tools is already a regular part of the routine of 40% of those interviewed by Cordão; 42% use them occasionally; 13% test them; and 5% say they have never used the tool.
“The first use of AI was mainly motivated by the discovery of a useful tool for a specific need. However, it is noteworthy how much marketing professionals also made their first use motivated by the desire to test something new or by the influence of people more connected to technology – which reinforces the predisposition to try new tools on the part of professionals. However, a minority was encouraged by the company they work for, demonstrating that there is little institutionalized incentive for the use of AI within organizations”, ponders the study ‘AI in marketing – How do Brazilian marketing professionals relate to artificial intelligence?’
“This report is based on a survey of over 313 Brazilian marketing professionals, whose responses support the quantitative data and graphs presented. Data collection was carried out using an online self-completion form and the sample was based on convenience. Quantitative data was analyzed considering market trends, global information and in-depth interviews with experts,” explains Daniele Lazzaroto, from Cordão, who was responsible for the interviews, analyses and preparation of the report.
(Credit: Photo by Dylan Gillis on Unsplash)
