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The impact of artificial intelligence on content marketers

This article was based on the interview with Lisa Murton Beets from Content Marketing Institute by Greg Kihlström for The Agile Brand with Greg Kihlström podcast.  Listen to the original episode here:

Artificial Intelligence (AI) has been a topic of discussion in various industries, including marketing. In a recent survey conducted by Content Marketing Institute, it was found that content marketers have mixed feelings about the impact of AI on their careers.

On one hand, there is a significant number of content marketers who believe that AI, particularly generative AI, will have a negative impact on their skills and careers. According to the survey, 62% of content marketers fear that AI will result in less respect for skilled writers and editors. Additionally, 55% of respondents worry that writing and editing will be viewed as a commodity due to AI’s capabilities. Nearly half of the participants expressed their concern about lower compensation and fewer job opportunities for content marketers. Only 17% of respondents were not concerned about the impact of AI on their careers.

The survey also included a fill-in question where content marketers were asked to elaborate on their thoughts about AI’s impact on their jobs and careers. Many respondents used words like “scared,” “worried,” and “fearful” to describe their feelings. Some expressed concerns about AI’s impact on their creativity, while others worried about unethical practices such as plagiarism benefiting from AI technology.

These fears are not unfounded, as research from the Marketing AI Institute supports the idea that fear and mistrust of AI are barriers to its adoption. One in three respondents to their survey expressed fear or mistrust of AI. It is clear that there is a significant level of apprehension among content marketers regarding the integration of AI into their work.

However, there is also a group of content marketers who see AI as a force multiplier and believe it can enhance their work rather than replace it. These individuals view AI as a tool that can automate certain tasks, allowing them to focus on more high-value and strategic work. While this group is not in the majority, their perspective suggests that there is potential for a shift in sentiment as AI technology continues to evolve and demonstrate its value.

So, what is standing in the way of a more positive sentiment towards AI among content marketers? It could be a combination of factors. Firstly, there may be a lack of awareness and understanding about the capabilities and potential benefits of AI. Education and training initiatives can help address this issue and alleviate some of the fears associated with AI. Additionally, there may be concerns about job security and the need to upskill or reskill to adapt to the changing landscape of content marketing. Organizations can play a crucial role in supporting their employees through this transition by providing training opportunities and fostering a culture of continuous learning.

In conclusion, the impact of AI on content marketers is a topic of debate and concern. While some content marketers fear that AI will devalue their skills and lead to job loss, others see it as a tool that can enhance their work. It is essential for content marketers to stay informed about AI advancements and explore how they can leverage this technology to their advantage. By embracing AI as a force multiplier, content marketers can adapt to the changing landscape and continue to deliver valuable and impactful content to their audiences.

House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström

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