AI might be the talk of the town but rather than easing the plight of marketers, nearly three-fifths (59%) say the amount of admin they deal with has increased over the past three years, with almost a third (31%) saying it has risen dramatically.
That is according to yet another tranche of findings from Optimizely’s Marketer’s Survival Guide, which surveyed 100 marketers and 1,000 consumers in the UK to understand the pressures facing marketing teams and how the growing use of AI is affecting the way they work.
While AI has the potential to take more manual tasks off marketers’ hands, many are still struggling to see the benefits in their day-to-day work.
In fact, almost two-thirds (65%) say their teams feel more stretched since work was outsourced to AI, while more than half (54%) say using AI can often create more work than it saves.
Even with these challenges, marketers remain optimistic about the technology. More than a third (38%) plan to invest in more AI assistants over the next 12 months, while 43% identify better integration between AI and existing marketing tools as the biggest opportunity to improve efficiency.
Optimizely SVP of marketing Tara Corey said: “AI is helping marketers work faster and take on tasks that would previously have eaten into their time. But many teams are finding that the time AI saves in one place is lost in another. When marketers are already stretched, AI should be making their work easier, not adding another layer of complexity.
“Marketers need AI that works with the platforms and processes they rely on every day, so it takes admin off their plates. That’s what will give teams the time to focus on the strategic and creative work that makes a real difference to their customers.”
Related stories
Marketers ‘putting quantity over quality’ with AI content
Brits bemoan repetitive, poorly targeted and generic ads
Marketers complain of ‘chaos, burn-out and fatigue’
Stressed marketers facing conflict at work and at home
Risk of burn-out rockets as firms seek productivity gains
Be the first to comment on "AI piling on the pressure for ‘double busy’ marketers"