February 2026<\/a> and <a href=https://www.ama.org/"https:////www.ama.org//events//bootcamp//transform-your-marketing-with-ai-hands-on-workshop-series-june2026///">June 2026<\/a>.<\/em><\/span><\/p>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-who-will-benefit\">Who Will Benefit?<\/h2>\n\n\n\n<p>Marketers who want to work more efficiently and intelligently using AI. Whether you\u2019re a generalist or specialist (e.g. content, social, SEO), this course will help you streamline your work, generate ideas faster, and make data-driven decisions.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"June-key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use AI tools for research, ideation and content production<\/li>\n\n\n\n<li>Build a complete marketing strategy with AI support<\/li>\n\n\n\n<li>Generate on-brand content (text, image, video, music)<\/li>\n\n\n\n<li>Collect and interpret data to report on performance<\/li>\n<\/ul>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//03//AMA-PCM-8-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-118889\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p class=\"has-black-color has-text-color\">Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 8 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","post_title":"Transform Your Marketing with AI: Hands-On Workshop Series (SOLD OUT)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"transform-your-marketing-with-ai-hands-on-workshop-series-nov2025","to_ping":"","pinged":"","post_modified":"2025-11-24 11:24:15","post_modified_gmt":"2025-11-24 17:24:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=208254","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":205144,"post_author":"168509","post_date":"2025-09-08 13:43:45","post_date_gmt":"2025-09-08 18:43:45","post_content":"\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-take-your-ai-relationship-to-the-next-level\">Take Your AI Relationship To The Next Level<\/h2>\n\n\n\n<p>This interactive two-part bootcamp is designed for marketers, strategists, and content creators who want to harness the power of ChatGPT to improve content quality, streamline ideation, and build bold, audience-aligned strategies.<\/p>\n\n\n\n<p>You'll learn how to \u201ctrain your AI,\u201d organize your content inputs, and transform your past wins into future-ready assets\u2014all with a human touch that AI alone can\u2019t replicate.<\/p>\n\n\n\n<p class=\"has-small-font-size\"><em>Please Note: This training will focus specifically on <strong>ChatGPT Paid Plan<\/strong> features and examples from the latest versions. It is recommended for users to acquire and have familiarity with this platform ahead of the session.<\/em><\/p>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-blue-900-color has-text-color\"><strong>Join with your team or group. Save 10% when you purchase 3 or more tickets. Users will be assigned after checkout is completed.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-white-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-two-live-sessions\">Two Live Sessions<\/h2>\n\n\n\n<p>This two-part bootcamp is the perfect mix of live instruction and self-paced learning. Focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you\u2019ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.<\/p>\n\n\n\n<div class=\"wp-block-columns\">\n<div class=\"wp-block-column\">\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//04//Cohort-Learning_Woman-at-Computer_620x466.png/" alt=\"\" class=\"wp-image-121344\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-part-1-january-15\">Part 1: January 15<\/h3>\n\n\n\n<p><strong>Train Your ChatGPT<\/strong><br>Develop strategies centered around your Ideal Customer Profile (ICP), establishing customer needs as the foundation for all AI interactions. The workshop emphasizes AI's role as a brainstorming partner rather than a strategy replacement, with hands-on exercises for generating distinctive content using targeted prompting techniques.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column\">\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//04//Cohort-Learning_Zoom-Screen_620x466.png/" alt=\"\" class=\"wp-image-121345\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-part-2-january-22\">Part 2: January 22<\/h3>\n\n\n\n<p><strong>Build a Better AI-Strategy<\/strong><br>Customize AI tools with your brand content, creating assistants that reflect your unique voice. Optimize content for SEO with AI-assisted headlines and metadata creation, and build systematic prompt libraries. The workshop demonstrates how to develop comprehensive content strategies with AI, while maintaining brand consistency and focusing on target audience needs.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-who-will-benefit\">Who Will Benefit?<\/h2>\n<\/div>\n<\/div>\n\n\n\n<p>This training is ideal for content strategists, marketers, brand managers, agency professionals and in-house teams, entrepreneurs and thought leaders looking to save time and stay bold with their content.<\/p>\n\n\n\n<p>Attendees should have access to <strong>ChatGPT paid plan <\/strong>as well as access to (or examples of):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Existing Ideal Client Profiles (ICPs)<\/li>\n\n\n\n<li>Top-performing blog posts or articles<\/li>\n\n\n\n<li>High-engagement LinkedIn posts<\/li>\n\n\n\n<li>YouTube videos with strong views (transcripts, if possible)<\/li>\n\n\n\n<li>Brand guide (voice, tone, values, key messages)<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"June-key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create an AI-informed content strategy rooted in human insight<\/li>\n\n\n\n<li>Train and personalize ChatGPT to your brand's voice, audience, and mission<\/li>\n\n\n\n<li>Organize your AI environment for collaboration and scalability<\/li>\n\n\n\n<li>Generate bold, opinionated content that cuts through noise<\/li>\n\n\n\n<li>Turn your best-performing content into a system for scale and SEO optimization<\/li>\n<\/ul>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//02//AMA-PCM-4-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-115981\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p class=\"has-black-color has-text-color\">Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","post_title":"How to Train Your ChatGPT","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-train-your-chatgpt-jan2026","to_ping":"","pinged":"","post_modified":"2026-01-08 09:22:09","post_modified_gmt":"2026-01-08 15:22:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=205144","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":205087,"post_author":"168509","post_date":"2025-09-08 11:35:11","post_date_gmt":"2025-09-08 16:35:11","post_content":"\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-ai-powered-marketing-tools-that-achieve-results\">AI-Powered Marketing Tools That Achieve Results<\/h2>\n\n\n\n<p>Transform your marketing approach with practical AI skills in this hands-on workshop series. Across four live workshops and instructor-led activities, you\u2019ll learn how to use AI to research, plan, create, and measure your marketing.<\/p>\n\n\n\n<p>By the end, you\u2019ll have a working strategy with marketing content built using tools like ChatGPT, Claude, Perplexity and others.<\/p>\n\n\n\n<p><strong>4 Weeks | Online | February 4- 25, 2026<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-white-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-what-to-expect\">What to Expect<\/h2>\n\n\n\n<p>This cohort-style workshop series is the perfect mix of live online instruction and hands-on activities. The <strong>four-week program<\/strong> lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you\u2019ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//04//Cohort-Learning_Zoom-Screen_620x466.png?w=620\%22 alt=\"\" class=\"wp-image-121345 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<h3 class=\"wp-block-heading\" id=\"h-4-live-sessions\">4 Live Sessions<\/h3>\n\n\n\n<p>Your instructor leads the online live sessions where you will review exercises, ask questions and learn about trending topics. The live sessions will occur on <strong>February 4, 11, 18, and 25.<\/strong><\/p>\n<\/div><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n\n\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-blue-900-color has-text-color\"><strong>Join as a team or group and save! Get 10% off pricing by purchasing 3 or more tickets. Users will be assigned once the purchase is complete.<\/strong><\/p>\n<\/div>\n\n\n\n<p class=\"has-text-align-center has-white-color has-blue-900-background-color has-text-color has-background has-link-color\">Can't make this session?<br>Check out our upcoming <a href=https://www.ama.org/"https:////www.ama.org//events//bootcamp//transform-your-marketing-with-ai-hands-on-workshop-series-june2026///">AI Series cohort in June 2026<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"h-who-will-benefit\">Who Will Benefit?<\/h2>\n\n\n\n<p>Marketers who want to work more efficiently and intelligently using AI. Whether you\u2019re a generalist or specialist (e.g. content, social, SEO), this course will help you streamline your work, generate ideas faster, and make data-driven decisions.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"June-key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use AI tools for research, ideation and content production<\/li>\n\n\n\n<li>Build a complete marketing strategy with AI support<\/li>\n\n\n\n<li>Generate on-brand content (text, image, video, music)<\/li>\n\n\n\n<li>Collect and interpret data to report on performance<\/li>\n<\/ul>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//03//AMA-PCM-8-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-118889\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p class=\"has-black-color has-text-color\">Are you an <a href=https://www.ama.org/"https:////ama.org//pcm/" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 8 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","post_title":"Transform Your Marketing with AI: Hands-On Workshop Series","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"transform-your-marketing-with-ai-hands-on-workshop-series-feb2026","to_ping":"","pinged":"","post_modified":"2026-02-05 08:55:57","post_modified_gmt":"2026-02-05 14:55:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=205087","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":211132,"post_author":"223996","post_date":"2025-11-11 10:07:00","post_date_gmt":"2025-11-11 16:07:00","post_content":"\n<p>Who\u2019s adopting AI faster: tech-savvy experts or beginners? With artificial intelligence becoming increasingly integrated into daily life, this question carries enormous implications for marketers and product designers. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251314491/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a> reveals a surprising answer: Consumers with lower AI literacy are more likely to adopt AI tools because they view AI as magical and awe-inspiring.<\/p>\n\n\n\n<p>We uncover a powerful insight: the key to increasing AI adoption lies not in technical sophistication but in emotional engagement. When AI feels magical, it inspires curiosity, excitement, and trust. Harnessing this emotional response can unlock new opportunities for innovation and growth across industries.<\/p>\n\n\n\n<p>This sense of wonder drives a willingness to adopt AI, even though these users often perceive AI as less capable or ethical than those with greater AI literacy.<\/p>\n\n\n\n<p>In contrast, consumers with higher AI literacy take a more critical view of AI, focusing on its technical limitations and ethical concerns. This group is less likely to see AI as magical and, as a result, is slower to adopt new tools or products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implications-for-marketers-and-product-designers\">Implications for Marketers and Product Designers<\/h2>\n\n\n\n<p>This gap in adoption behavior has significant implications for marketers, product developers, and policymakers. It challenges the common assumption that tech-savvy consumers are the leading edge of AI adoption. Instead, businesses targeting lower-literacy audiences can emphasize AI\u2019s awe-inspiring potential to drive engagement and usage.<\/p>\n\n\n\n<p>For example, marketing campaigns showcasing AI\u2019s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary. By focusing on the \u201cmagic\u201d of AI, brands can tap into the sense of wonder that drives adoption.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>Marketing campaigns showcasing AI\u2019s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-balancing-wonder-and-responsibility\">Balancing Wonder and Responsibility<\/h2>\n\n\n\n<p>This approach comes with a caution. Although lower AI literacy fosters adoption through magical thinking, it may also leave these consumers vulnerable to misuse or misrepresentation. For instance, users may overestimate AI\u2019s capabilities or fail to recognize its limitations, leading to ethical and practical challenges.<\/p>\n\n\n\n<p>Marketers and policymakers must strike a balance between highlighting AI\u2019s potential and promoting informed usage. Clear messaging about AI\u2019s capabilities and boundaries can help prevent misunderstandings while maintaining the sense of wonder that encourages adoption.<\/p>\n\n\n\n<p>Another key challenge involves the role of education. As AI literacy increases, the perception of AI as magical diminishes. While education is crucial for fostering responsible use, it may inadvertently dampen adoption by reducing the sense of awe that motivates initial engagement. Policymakers and educators need to design programs that enhance understanding without eroding the excitement that drives consumers to explore new technologies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tailoring-strategies-to-audience-perceptions\">Tailoring Strategies to Audience Perceptions<\/h2>\n\n\n\n<p>The study also highlights the broader implications of consumer perceptions for AI integration. Businesses should consider how AI is positioned within their offerings, ensuring that messaging aligns with the target audience\u2019s level of understanding and emotional response.<\/p>\n\n\n\n<p>For example, companies developing AI-powered tools for creative industries might focus on the \u201cmagic\u201d of artistic generation, appealing to less tech-savvy consumers. Meanwhile, brands targeting professionals or experts might emphasize transparency and accuracy, addressing the more critical lens through which these audiences view AI.<\/p>\n\n\n\n<p>Ultimately, the findings suggest that marketers and product developers must tailor their strategies to different segments of the population. By understanding how consumers perceive and interact with AI, businesses can create products and campaigns that resonate more effectively with their audiences.<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Stephanie Tully, Chiara Longoni, and Gil Appel, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429251314491/" target=\"_blank\" rel=\"noreferrer noopener\">Lower Artificial Intelligence Literacy Predicts Greater AI Receptivity<\/a>,\u201d <em><em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>, 89 (5), 1\u201320.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n","post_title":"Those Who Know Less About AI are More Likely to Adopt It","post_excerpt":"Who\u2019s more open to adopting AI: savvy tech experts or beginners? A Journal of Marketing study finds that people with lower AI literacy are most receptive to AI\u2014here's why.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"those-who-know-less-about-ai-are-more-likely-to-adopt-it","to_ping":"","pinged":"","post_modified":"2025-11-18 11:44:54","post_modified_gmt":"2025-11-18 17:44:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=211132","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181934,"post_author":"215199","post_date":"2025-01-31 13:48:39","post_date_gmt":"2025-01-31 19:48:39","post_content":"\n<p>The 2025 AMA Marketing Skills Report identifies the skills required to thrive as a marketer today and in the future. Based on a survey of 1,200+ marketers, over 450 job postings and interviews with industry experts, this report lays out the new realities shaping the field of marketing---including the AI transformation, shifting consumer expectations and unprecedented changes to marketing channels---as well as the skills marketers will need to stay ahead.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-findings\">Key Findings<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In this age of automation, marketers who want to stay competitive should not lose sight of the importance of \u201chuman\u201d skills\u2014especially communication, innovation and adaptability.<\/li>\n\n\n\n<li>When it comes to job-specific skills, the largest current competency gaps are in <a href=https://www.ama.org/"https:////www.ama.org//topics//digital-marketing///">digital marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//topics//data-and-analytics///">data and analytics<\/a>, proving ROI and data privacy and compliance. These are areas where marketers are not fully equipped to meet the demands of their roles today.<\/li>\n\n\n\n<li>Marketers report a high level of uncertainty about how skills related to technology and channels will change over the coming years. This volatility is most apparent in <a href=https://www.ama.org/"https:////www.ama.org//topics//artificial-intelligence///">AI, data privacy, <a href=https://www.ama.org/"https:////www.ama.org//topics//search-engine-optimization///">search and <a href=https://www.ama.org/"https:////www.ama.org//topics//social-media///">social media<\/a>.<\/li>\n\n\n\n<li><a href=https://www.ama.org/"https:////www.ama.org//topics//artificial-intelligence///">Gen AI<\/a> is the top rated future skill, with 43% of survey respondents predicting it will become more important in five years.<\/li>\n\n\n\n<li>Data privacy is quickly rising in importance as a skill for marketers, driven by a wave of comprehensive state-based regulations and mounting consumer pressure.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////myama.my.site.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2F2025%2F01%2F31%2F2025-marketing-skills-report%22\%22>LOGIN AS A MEMBER TO DOWNLOAD<\/a><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-grey-900-color has-text-color has-link-color\">Not a member? <a href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">Explore membership<\/a> or <a href=https://www.ama.org/"https:////resources.ama.org//2025-marketers-skills-report-nm/">enter your details to download the report<\/a>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//01//AMA-Skills-Marketers-Need-2025-And-Beyond.pdf/">Download The Full Report<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile has-beige-100-background-color has-background\"><figure class=\"wp-block-media-text__media\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//10//Toolkits.jpg?w=1024\%22 alt=\"\" class=\"wp-image-173357 size-full\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\" id=\"h-level-up-your-skills-with-the-ama\">Level Up Your Skills With the AMA<\/h2>\n\n\n\n<p>AMA offers training and certificates in the critical skills marketers need to advance and future-proof their careers. You can choose from a variety of in-person and online formats that fit your schedule.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button is-style-secondary\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//events///">See All Upcoming Learning<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faqs\">FAQs<\/h2>\n\n\n\n\n\n<p>The AMA conducted this mixed-methods study drawing upon survey responses, job posting data, interviews with experts in the field, and secondary market data.<\/p>\n\n\n\n<p>The research began with an analysis of more than 450 marketing job postings collected between February and August 2024, drawing from both Indeed and the AMA.org job board. Textual analysis identified which skills appeared most frequently, which informed an updated skills list that reflects how the industry has changed since the AMA's previous study in 2021.<\/p>\n\n\n\n<p>Before launching the survey, the questionnaire was tested through one-on-one interviews with professional marketers to ensure the language was clear and relevant. The survey was then distributed to 220,483 AMA subscribers in August 2024, generating 1,279 responses from marketing practitioners, with a margin of error of 3% at a 95% confidence level.<\/p>\n\n\n\n\n\n<p>Respondents spanned all levels of seniority, from specialists and coordinators to C-suite executives. Company sizes were also well represented, ranging from freelance marketers to organizations with more than 1,000 employees.<\/p>\n\n\n\n<p>It is worth noting that the sample skews toward North American marketers, AMA members, mid-level managers, and those working at small companies, as well as professionals in sectors like higher education. These groups were over-represented relative to the broader marketing profession, which should be considered when interpreting the findings. More detailed information about the survey respondents is available in the full report. <\/p>\n\n\n\n\n\n<p>The skills list was built from the ground up using real-world job market data rather than assumptions about what marketers need. The research team analyzed over 450 job postings and consulted secondary market sources to identify emerging skills that weren't captured in the AMA's 2021 study.<\/p>\n\n\n\n<p>This process resulted in meaningful updates to the skills included in the research. Some skills from 2021, such as podcasting and agile marketing, were removed. Newer capabilities, including data privacy and compliance and generative AI, were added to reflect where employer demand has shifted.<\/p>\n\n\n","post_title":"The Skills Marketers Need in 2025 and Beyond","post_excerpt":" ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2025-marketing-skills-report","to_ping":"","pinged":"","post_modified":"2026-03-10 15:47:10","post_modified_gmt":"2026-03-10 20:47:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181934","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":181130,"post_author":"124160","post_date":"2025-01-14 05:00:00","post_date_gmt":"2025-01-14 11:00:00","post_content":"\n<p>Generative AI (GenAI), and large language models (LLMs) in particular, are transforming marketing. According to a <a href=https://www.ama.org/"https:////www.bcg.com//publications//2023//generative-ai-in-marketing/" target=\"_blank\" rel=\"noreferrer noopener\">2023 BCG study<\/a>, over 70% of chief marketing officers have embraced this technology, and experts predict GenAI to revolutionize marketing research\u2014a $84.3 billion dollar industry in 2023\u2014by automating and enhancing data collection, analysis, and insights generation. <\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241276529/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we find that LLMs offer significant efficiency and effectiveness gains in the marketing research process for both qualitative and quantitative research. We show that LLMs serve as excellent assistants for insights managers through different stages of the research process: study design, sample selection, data collection, and data analysis. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-ai-human-hybrid-approach-nbsp-nbsp\"><strong>The AI-Human Hybrid Approach <\/strong> <\/h2>\n\n\n\n<p>Consider a business context in which a brand manager collaborates with a consumer insights manager to formulate the problem the research is trying to address and come up with a set of research questions. The two may collaboratively agree on a research design that, for example, begins with exploratory research (e.g., in-depth interviews) followed by descriptive research (e.g., a survey). These first two steps of the research process are largely led by humans. Although the brand and insight managers could consult an LLM to gather secondary research on the topic and explore use cases that could help inform the research questions or research design, they would still largely rely on their knowledge of the business context to formulate the research problem, questions, and design. <\/p>\n\n\n\n<p>Our central premise is that a human\u2013LLM hybrid approach can lead to efficiency and effectiveness gains in the marketing research process. For this study, we partnered with a Fortune 500 food company and replicated two studies the company had conducted using an LLM. The first study was qualitative and centered around business questions for the Friendsgiving celebration. The second study focused on testing a new refrigerated dog food. For each study, we treated the original (human) studies as the \u201cground truth\u201d and benchmarked the LLM generated studies against them. This approach allowed us to objectively evaluate the quality of synthetic data and investigate the role LLMs could play in knowledge generation.<\/p>\n\n\n\n<p>For qualitative research, we find that LLMs are excellent assistants for data generation and analysis. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On the data generation front, LLMs effectively create desirable sample characteristics, generate synthetic respondents that match those characteristics, and conduct and moderate in-depth interviews. Our results show that LLM-generated responses are superior in terms of depth and insightfulness. <\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On the analysis front, LLMs perform well, matching human experts in identifying key ideas, grouping them into themes, and summarizing information. Although LLMs missed some themes that humans detected, they generated some that humans did not. Expert judges find that human\u2013LLM hybrids outperformed their human-only or LLM-only counterparts. The upshot here is that LLMs and humans bring unique, complementary insights that managers should leverage. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-handy-research-assistant-nbsp\"><strong>A Handy Research Assistant<\/strong> <\/h2>\n\n\n\n<p>An LLM can be an excellent starting point for creating the first draft of a survey and can generate survey introductions, screener questions, and demographic questions with relative ease. The LLM can focus on the laborious, repetitive, and uninteresting tasks while the human expert can use this time savings to think more creatively about answers to the business questions and the quality of the insights. <\/p>\n\n\n\n<p>A significant advantage of LLMs as an assistant is their low cost. We believe that this single factor will contribute toward rapid adoption of LLMs for insight generation. The gains here are likely to be higher for hard-to-reach respondents (e.g., doctors, senior managers) because synthetic respondents do not get tired and can provide lengthy answers to many questions. In the B2B arena where the end users and buyers are not easy to reach, LLMs could be quite helpful in supplementing the information gathered from human respondents. As an intelligent engine, an LLM could be a revolutionary generator of prior information for a wide variety of business questions at a low cost. <\/p>\n\n\n\n<p>It is important to note that LLMs can be wrong, biased, or hallucinate when not trained on the relevant data. Therefore, a human supervisor is a necessary part of the marketing research knowledge production process. For example, the human can make decisions about when not to ask an LLM for help. This could occur when the information sought is new not only to the company but also to the world. Other examples include marketing research in cultural contexts to understand local customs and traditions, topics with ethical considerations such as targeting vulnerable populations, and obtaining insights from data containing personal information, where LLMs may lack the necessary safeguards for data security and privacy. <\/p>\n\n\n\n\n\n<p><strong>Source: <\/strong>Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241276529/" target=\"_blank\" rel=\"noreferrer noopener\">AI-Human Hybrids for Marketing Research: Leveraging LLMs as Collaborators<\/a>,\u201d<em> <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p><\/p>\n","post_title":"The Ultimate Research Assistant: How Marketing Researchers Can Effectively Collaborate with LLMs","post_excerpt":"This Journal of Marketing study highlights the effectiveness of an AI\u2013human hybrid approach in marketing research. LLMs with human oversight are valuable collaborators across different stages of qualitative and quantitative research.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-ultimate-research-assistant-how-marketing-researchers-can-effectively-collaborate-with-llms","to_ping":"","pinged":"","post_modified":"2025-01-13 18:22:41","post_modified_gmt":"2025-01-14 00:22:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=181130","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":216170,"post_author":"215199","post_date":"2026-01-09 09:57:25","post_date_gmt":"2026-01-09 15:57:25","post_content":"\n<p>The American Marketing Association's 2026 Future Trends in Marketing report identifies the five key forces reshaping the marketing landscape over the next five to ten years. Developed through a modified Delphi process with input from over 30 marketing professionals, the report offers evidence-based guidance on how marketers and brands can adapt to each trend. The findings emphasize that while AI will automate much of transactional marketing, human creativity, cultural fluency, and authentic storytelling will become the primary differentiators for brands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-top-five-trends\">Top Five Trends<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The Age of Autonomous Agents<\/li>\n\n\n\n<li>Consumer Discovery Shifts to Scroll<\/li>\n\n\n\n<li>Portfolio Careers and the Liquid Workforce<\/li>\n\n\n\n<li>Innovation Imperative in Sustainability<\/li>\n\n\n\n<li>Building Brand Trust in a Fragmented World<\/li>\n<\/ol>\n\n\n\n<p>Short on time? Get the report highlights in the <a href=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//12//Executive_Summary-AMA-2026-Future_Trends_in_Marketing.pdf/">Executive Summary<\/a>.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=https://www.ama.org/"https:////myama.my.site.com//services//oauth2//authorize?response_type=code&client_id=3MVG9CEn_O3jvv0w2UhdWBwPSVH0HQeYkNhAufvhjDMNkScGyF_5ncMuk0mJQWZ9vOZtfcRT0uuSlO65nJjvW&redirect_uri=https%3A%2F%2Fwww.ama.org%2Fsf%2Fredirect&state=https%3A%2F%2Fwww.ama.org%2Fmarketing-news%2F2026-trends-report\%22>LOGIN AS A MEMBER TO DOWNLOAD<\/a><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-grey-900-color has-text-color has-link-color\">Not a member? <a href=https://www.ama.org/"https:////www.ama.org//ama-member-benefits///">Explore membership<\/a> or <a href=https://www.ama.org/"https:////resources.ama.org//2026-trends-report-nm/">enter your details to download the report<\/a>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-ama-roleblock\"><p><br><br><\/p>\n<div class=\"wp-block-button aligncenter is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2025//12//2026-AMA-Future_Trends_in_Marketing_Report.pdf/">Download The Full Report<\/a><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-faqs\">FAQs<\/h2>\n\n\n\n\n\n<p>This report used a modified Delphi process combined with elements from the Institute for the Future's foresight methodology, bringing together over 30 marketing professionals from May to August 2025. The panelists, selected for their diverse expertise and backgrounds, participated in strategic foresight training, independently nominated trends, engaged in multiple rounds of voting and discussion, and examined future scenarios using the STEEP framework (considering social, technological, economic, environmental, and political factors). Throughout the process, they provided evidence-based insights to forecast how marketing might evolve over the next five to ten years, and what marketers and brands should do now to stay ahead.<\/p>\n\n\n\n\n\n<p>The marketing trends were nominated and selected by a panel of volunteer marketing professionals. This Foresight Panel comprised marketing practitioners and thought leaders primarily from North America, with additional global representation. The AMA selected applicants based on their experience and expertise in marketing, with an emphasis on those in senior leadership roles. Selection decisions were also made with the goal of bringing together varied perspectives spanning multiple industries, personal backgrounds, functional specialties, company sizes, and employment contexts (in-house versus agency, B-to-B versus B-to-C). All panelists were practitioners working in or closely with marketing teams, and some also brought their perspective as academic researchers, marketing educators, and graduate marketing students. Panelists came from organizations such as Google, Densu, Ogilvy, Uber, NYU, and UNC Health. A full list of panelists with their affiliations is available in the downloadable report.<\/p>\n\n\n\n<p>Jen OBrien, Director for Research and Innovation at the AMA, was the lead researcher, panel facilitator, and report writer. Additional writing support came from Amy Gwiazdowski, VP of Communications at AMA, and Latha Sarathy, Founder and CEO of SALIENT HQ.<\/p>\n\n\n\n\n\n<p>Most trends reports aggregate survey data to surface what's popular right now. The AMA's 2026 Future Trends in Marketing report takes another approach, and that's by design. Rather than running a single survey and averaging the results, the AMA brought together more than 30 marketing professionals and trained them in strategic foresight methodology. Panelists were asked not just what they're observing today, but which signals are already quietly reshaping the profession and what the marketing landscape might look like in five to ten years as those signals become the new norm.<\/p>\n\n\n\n\n\n<p><\/p>\n","post_title":"2026 Future Trends in Marketing Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2026-trends-report","to_ping":"","pinged":"","post_modified":"2026-03-10 15:46:23","post_modified_gmt":"2026-03-10 20:46:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=216170","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":177057,"post_author":"199214","post_date":"2024-12-12 13:39:33","post_date_gmt":"2024-12-12 19:39:33","post_content":"\n<p>Generative AI in marketing has seen widespread adoption, fostered high confidence among users, yet still raises lingering concerns. Generative Artificial Intelligence (gen AI) has become a powerful tool in the modern marketer's toolkit, with an overwhelming majority embracing these technologies to improve productivity and creative outputs. In collaboration with <a href=https://www.ama.org/"https:////www.lightricks.com///">Lightricks, the American Marketing Association conducted a survey in September 2024 that revealed nearly 90% of marketers have used gen AI tools at work. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Gen-AI-Use-Frequency.png?resize=1024,733\%22 alt=\"Graphic showing that 71% of marketers use generative AI weekly or more, and almost 20% use it daily\" class=\"wp-image-177073\"\/><\/figure>\n\n\n\n<p>With over 1,000 professional marketers surveyed, the study found that 71% of respondents use gen AI weekly or more, and nearly 20% utilize it daily. These findings echo a similar recent <a href=https://www.ama.org/"https:////ai.wharton.upenn.edu//focus-areas//human-technology-interaction//2024-ai-adoption-report///">Wharton study<\/a> of gen AI use among business leaders that found the number of weekly users jumped from 37% in 2023 to 73% in 2024. Generative AI is quickly becoming indispensable in the business and marketing worlds. <\/p>\n\n\n\n<p>Marketers leveraging gen AI report significant benefits in productivity and creativity, which seems to be the driving force of adoption rates. According to the survey, 85% of marketers who use AI believe that it has slightly or significantly increased their productivity. About half of respondents said they saved time and that gen AI improved the quality and quantity of their creative content. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Impacts-of-gen-AI.png/" alt=\"\" class=\"wp-image-177074\"\/><\/figure>\n\n\n\n<p>While a portion of respondents were skeptical of the benefits of AI, the vast majority are enthusiastic about the advantages AI is bringing to their careers. <\/p>\n\n\n\n<p>Marketers are using AI for a variety of tasks, ranging from content creation to SEO Optimization, reshaping how they approach these essential functions. According to the survey, the top applications of AI include content creation and writing, where AI assists with writing blog posts, scripts, and articles, allowing marketers to quickly generate ideas and drafts. About one in four marketers use gen AI for brainstorming and ideation, such as providing creative prompts, generating new campaign angles, and enhancing the planning process of campaigns. When it comes to design, AI tools streamline the process of creating visuals, from graphics to videos, allowing marketers to produce designs at a fraction of the cost and time. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Use-cases-for-gen-AI.png?resize=1024,667\%22 alt=\"Graphic showing most common tasks where marketers use generative AI, with writing and content creation at the top\" class=\"wp-image-177075\"\/><\/figure>\n\n\n\n<p>The tools marketers are using are very diverse, reflecting the wide variety of tasks where AI can assist. Chatbots like ChatGPT are the most popular tool for content generation with a 62% of marketers using them at work. Close behind are AI-powered tools like Grammarly (58%) and tools with embedded AI functionality, like Microsoft Co-Pilot or Canva (52%). Many marketers (45%) are also using specialized image and video generators, like Midjourney or Lightricks' <a href=https://www.ama.org/"https:////ltx.studio///">LTX Studio<\/a>, a gen AI driven storytelling platform that streamlines and supports the visual creative process.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Gen-AI-tools.png?resize=1024,356\%22 alt=\"Graphic showing the types of generative AI tools that marketers use, with chatbots at the top\" class=\"wp-image-177076\"\/><\/figure>\n\n\n\n<p>Despite the widespread adoption of AI in marketing, there are still several significant concerns that are preventing marketers from fully embracing these tools. The top three concerns marketers express are quality, ethical issues, and the threat to human creativity. Quality and accuracy seems to be the most pressing concern on marketers\u2019 minds. While AI can produce content quickly there are concerns that the output lacks nuance, emotional resonance, or context. However, concerns over quality and accuracy may fade as AI models evolve and become more sophisticated. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//AI-risks.png?resize=1024,687\%22 alt=\"Graphic showing which AI risks marketers are most concerned about, with quality, ethics and diminished human creativity on top\" class=\"wp-image-177077\"\/><\/figure>\n\n\n\n<p>Marketers are also increasingly aware of the ethical dilemmas that come with gen AI, particularly with bias and copyright infringement. AI systems generate answers from training data meaning it can perpetuate bias. There\u2019s also a growing concern over copyright issues, as AI can generate content that closely mirrors existing work, raising legal questions. AI regulation is still in its early stages and in flux, but there is still a great deal of uncertainty about how these ethical issues will be addressed in the future. <\/p>\n\n\n\n<p>Surprisingly, only about one-third of marketers expressed fear that AI would significantly reduce human creativity, a lower percentage than one might expect in the creative industry. While AI is certainly a valuable tool for generating ideas and automating tasks, many marketers still emphasize the need for human-driven creativity at the core of their work. Nearly 50% of marketers stated that the ideal balance of AI is mostly human driven with AI assistance. While these hesitations continue to shape marketers\u2019 perceptions of AI, they also highlight key areas where the technology must evolve. <\/p>\n\n\n\n<p>Generative AI is here to stay and marketers are leading the change in adoption. As AI tools continue to evolve and become more integral in workflow, professionals will need to adapt and engage with these technologies to stay competitive. While concerns surrounding quality, ethics, and creativity remain, the undeniable benefits of increased productivity and improved creative output make AI an essential tool in today\u2019s landscape. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//11//Training-on-gen-AI.png?resize=1024,421\%22 alt=\"Graphic showing more than half of marketers have received generative AI training at work, and only a small minority have not received any training \" class=\"wp-image-177078\"\/><\/figure>\n\n\n\n<p>To foster greater confidence in AI, many marketers believe they need more time to experiment with the tools, greater human control over the creative process, and better access to educational resources on AI. The marketers who will truly excel are the ones who not only embrace innovation but also commit to continuous learning, to ensure they strike the right balance between human creativity and AI-powered efficiency. <\/p>\n\n\n\n\n\n\n\n\n\n\n\n<p><strong>About the American Marketing Association (AMA)<\/strong><\/p>\n\n\n\n<p>As the leading global professional marketing association, the <a href=https://www.ama.org/"https:////www.ama.org///">AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///">Journal of Marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing-research///">Journal of Marketing Research<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//journal-of-public-policy-marketing///">Journal of Public Policy and Marketing<\/a>, <a href=https://www.ama.org/"https:////www.ama.org//journal-of-international-marketing///">Journal of International Marketing<\/a>, and <a href=https://www.ama.org/"https:////www.ama.org//journal-of-interactive-marketing///">Journal of Interactive Marketing<\/a>. Our industry-leading training events and conferences define future forward practices, while our professional development and <a href=https://www.ama.org/"https:////www.ama.org//certifications///">PCM/u00ae professional certification<\/a> advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association's philanthropic arm, the <a href=https://www.ama.org/"https:////www.ama.org//about-ama-foundation///">AMA/u2019s Foundation<\/a>, is inspiring a more diverse industry and ensuring marketing research impacts public good. <\/p>\n\n\n\n<p>AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA\u2019s learning programs and certifications, conferences and events, and scholarly journals at <a href=https://www.ama.org/"https:////www.ama.org///">AMA.org./n

Artificial Intelligence

Artificial intelligence is an area of computer science concerned with designing smart computer systems. AI systems exhibit the characteristics generally associated with intelligence in human learning, reasoning, and solving problems.

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