AI plagiarism concerns fail to halt widescale adoption

tech_2_dec_2023Artificial intelligence tools might be sweeping through the marketing industry like a dose of salts but well over two-thirds (69%) of professionals still fear generative AI will create content that is biased, plagiarised or misaligned with their brand’s values.

However, according to HubSpot’s “A Guide to Accelerating Business Efficiency in 2024”, these concerns are not slowing down businesses from integrating AI tools into day-to-day working life.

The study reveals that over half (52%) of marketers already use AI or automation and 45% of those who don’t will do so this year. Moreover, three-in-five UK workers (62%) already view AI as a co-pilot that can assist them in tackling day-to-day tasks at work – although almost a third (32%) don’t trust generative AI to create content that truly captures their brand values.

HubSpot UK&I head of marketing Laura Lane said: “The potential of GenAI cannot be overlooked – but we must be cautious of poor planning as we enter this exciting stage and avoid a disconnected approach that creates more issues than it solves.

“The first port of call should be to ensure communication between teams is effective before AI investment is explored. This gives businesses a stable base for maximum efficiency when introducing new technology and a workforce more likely to feel empowered, not replaced.”

In the dynamic landscape of European markets, a pressing challenge lies in the disconnect between sales and marketing teams, with only a third (35%) reporting strong alignment.

Three-fifths (61%) of sales professionals emphasise the growing importance of team alignment this year, underscoring the need to address silos as a fundamental strategy for boosting revenue and generating new leads.

Nearly three-quarters (72%) of company revenue currently originates from existing customers, surpassing the amount generated by new leads in the pipeline by over twofold. This trend explicitly highlights where the focal points of marketers and sales teams will be in the battle for customer loyalty, especially as the deprecation of third-party cookies continues its course.

When it comes to data privacy, the majority of marketers (84%) acknowledge that their strategy was significantly impacted by the changes witnessed in 2023, while three-quarters (76%) predict that Google’s phaseout of third-party cookies will pose additional challenges in marketing efforts.

Amid these disparities and evolving market dynamics, AI-generated content emerges as a promising solution for marketers and sales professionals seeking to streamline their efforts and drive success.

An overwhelming 82% of professionals report that AI empowers them to create more content effectively.

Additionally, 63% of sales staff assert that AI provides a competitive edge against other businesses, while an impressive 86% anticipate that AI will simplify the process of upselling.

Lane concluded: “In the face of disparities, evolving customer expectations, and data privacy concerns, AI emerges as a powerful ally for sales and marketing professionals seeking to streamline their efforts and drive success in the European market.”

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