Many consumers are wary of generative AI's impact on society, but they are more comfortable with the technology being used in marketing than any other sector, according to a new Gartner study. Of those surveyed, 38% said they were very or somewhat comfortable with the technology being used in marketing, with another 27% neither comfortable nor troubled. By contrast, in all other sectors, from manufacturing to healthcare to legal services, the number of uncomfortable consumers equalled or far outweighed those who were comfortable with genAI.
Marketers are already embracing the technology; a separate Gartner study showed that 48% of marketers questioned were already using genAI, and a further 43% said they planned to do so in the future. The top uses of genAI in marketing were content marketing (76%), product marketing (43%), customer experience (37%), lead generation (36%) and advertising (31%).
Building consumer trust is an ongoing project for marketers in areas that range from customer experience and privacy to the environment and social justice. In areas such as retail and customer service, where a human touch is expected, the sentiment towards genAI is more evenly balanced, or even slightly negative.
Overall, marketers are leading the way in pioneering generative AI technology, and consumers are more comfortable with it being used in marketing than any other sector. Although the mood is cautiously positive, marketers must continue to build customer trust in order to ensure their success.
Originally reported by Martech: https://martech.org/marketing-leads-other-sectors-in-generative-ai-acceptance/
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