When infinite processing power offers you help, won't you? (Photo: Unsplash)
Just as computers revolutionized the workplace in the late 1900s, artificial intelligence is ushering in a new era that not only makes us more productive, but perhaps even happier. Artificial intelligence is not here to take over our roles, but to save us time – two and a half hours a day on average, to be exact. It helps us spend more time on the most impactful, creative, and fun parts of our job, and save time on all our other tasks.
Hubspot, which engages in comprehensive market research, surveyed about 1,350 professionals from the range of business departments in organizations to learn about professionals' attitudes towards AI, its uses, and the impact it will have in the future. The study yielded several key conclusions that attest to the great value that the hacking of AI has brought to the public consciousness.
1. Artificial intelligence drives growth – even in a harsh economic climate
Just as businesses began to fight for their lives to keep up with inflation and fiscal pressures, artificial intelligence arrived and became accessible to the masses. Less than a year later, it boosts employee productivity and effectiveness and enables companies to do more with less.
According to the survey, marketers using generative AI save an average of at least three hours on each piece of content they create. Sales professionals save 15 hours and 68 minutes a day by using AI, while service professionals save more than two hours a day using AI.
This makes business leaders very optimistic about AI. About 65% of respondents said AI allows their company to grow in a way that wasn't possible before; 65% think that if AI were fully implemented, their business would grow unprecedentedly; And another 62% see AI as having the same impact on productivity as the Industrial Revolution.
About 71% of company leaders said they had already invested in AI for their employees to use. 72% report a positive ROI and <>% say it makes their employees more productive.
Enterprise leaders describe the return on investment in AI. (Photo: Hubspot)
2.AI Allows you to devote more time to the most meaningful work
95% of AI professionals say technology helps them spend less time on manual tasks and more time on the most important parts of their job (88%), the parts of work they enjoy most (85%) and the creative aspects of their job (83%).
The 2023 Marketing Trends Survey shows marketers spend an average of five hours a day on manual, managerial or operational tasks. Artificial intelligence allows us to stop doing these tedious tasks and devote more time to high-impact activities that we really enjoy.
3. Highly efficient AI across all industries
It's not just about saving time – business professionals using artificial intelligence to streamline their work. For marketers, generative AI allows them to create much more content, and that content performs better.
63% of marketers using generative AI said it outperformed content created without AI. In addition, 89% say it improves the quality of their content and 83% say it helps them create significantly more content than they did before.
More content, improved quality, and better performance. Marketers talk about AI. (Photo: Hubspot)
When it comes to specific content marketing, artificial intelligence can also streamline processes. 84% of bloggers who use artificial intelligence and/or automation say it's effective at matching content to search intent. In addition, 80% say AI has helped improve user experience, 74% believe it benefits their search engine rankings, and 80% say it can improve SEO.
Outside of marketing, 85% of salespeople using AI say it makes their search efforts more efficient, allows them to spend more time selling (79%) and helps build rapport faster (72%).
Finally, 84% of customer service reps who use AI say it makes it easier for them to respond to service calls, and 64% say generative AI makes their correspondence more personal.
Service reps report an easing of responding to customer inquiries and more personal interactions. (Photo: Hubspot)
4. Artificial intelligence is not taking over jobs
41% of professionals surveyed said they were concerned that AI would take over their work. But when you look at how people actually use generative AI, it's mostly to get ideas, outlines and first drafts. If you've ever tried to get AI to write a ready-to-publish article or social post, you know it's just not good enough.
It turns out that only 5% of marketers use generative AI to write finished pieces of content, while a third (35%) of users lean on it for ideas or inspiration, another third use it to get outlines and highlights on which to base their content. 25% use it to expand and deepen existing content.
In addition, 96% of marketers who use generative AI to write content say that some level of editing needs to be done to text before it's ready for publication. 76% of professionals say employees should use AI or automation at work – but avoid relying on it too much.
Aside from the fear of the human factor becoming redundant, there's another reason not to lean on generative AI too much. The biggest challenge marketers face with generative AI is that it sometimes provides misinformation. Without doing thorough research, there's really no way to know when it's inventing something.
To illustrate, nearly half of marketers using generative AI say they have received information they know is wrong, and only 27% are confident they will know if the information given to them is incorrect. This highlights the importance of having a human expert working with AI to ensure information is accurate and guiding it in the right direction.
Another major challenge is knowing where and when to use generative AI and when human contact is required.
The increasing use of generative AI in recent months has brought significant growth to broad sectors of the industry, especially marketing. We all knew it was Game Changer, but until now we didn't know how much. HubSpot's new report sheds light on how AI is being used in the industry, and gives fascinating insights into what lies ahead. But while AI is undoubtedly valuable in digital marketing, the report also highlights some challenges related to a lack of transparency in how AI makes decisions, which can lead to mistrust and potentially negative impacts on brand reputation. Despite these challenges, it's clear to everyone that AI is here to stay.
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