Survey: AI use in the Canadian marketing industry
By Derek Winkler
The Canadian Marketing Association has released the results of a survey into the use of generative artificial intelligence by the marketing industry. The survey was conducted by Twenty44. According to the results, 74% of CMA members use generative AI software at least weekly, compared to 62% for Canadian knowledge workers in general. In addition, 85% of respondents said they feel positive about using AI in their work, but 56% said they have received little or no training in its use. Further, 80% said they use personal AI accounts at work, regardless of the presence of company policies or governance. The CMA released the results of this survey to coincide with the launch of new resources for the use of AI in marketing.
“AI is transforming the marketing landscape at an unprecedented pace,” said Alison Simpson, president and CEO of the CMA. “By providing these valuable resources, the CMA is futureproofing the marketing profession, ensuring our members are well-equipped to harness the power of AI responsibly and effectively.”