Australian marketers optimistic about AI despite challenges

Australian marketers believe AI will have a positive impact on the market. Australian marketers are far more positive about artificial intelligence (AI) than European counterparts, but challenges holding back the technology include a shortage of skills and wariness by media buyers. In a study of 100 senior marketing professionals, 80% believe AI will improve effectiveness, 74% believe AI systems will make marketers’ jobs easier and 58% are generally positive about AI. In Europe, only 17% of marketers believe AI will enhance their jobs and in the next five years and 47% felt neutral towards the technology. Part of the discrepancy between the two regions is that European marketers are still reeling from years of cutbacks from the global financial crisis, which compounded fears over job security. Australian marketers are also known…


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