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89% of Ukrainian marketers use artificial intelligence in their work, more than half are not afraid of competition from AI — survey results

The use of AI in the world continues to increase in popularity, and marketing and creative industries are actively using it. Artificial intelligence generates not only images or texts but also entire commercials. How is AI perceived and used in marketing in Ukraine and for what purposes? In September 2024, Gradus Research together with dentsu Ukraine communication group conducted a survey and presented it at the annual Future Lab event.

Most respondents have tried, but not mastered AI

89% of surveyed marketing specialists use artificial intelligence tools, of which one third (32%) are beginners, more than half (55%) are at an intermediate level (used for basic tasks), and another 12% are at a high and expert level.

At the same time, it should be noted that 44% of respondents have never been trained in the use of AI.

The use of AI in marketing is a growing trend in Ukraine over the past year

Almost two-thirds (62%) of respondents have been using AI for 12 months or less. This means that it is a new tool on the market, and most are experimenting with it.

92% of the surveyed marketers use it in their work, and 84% consider it very useful.

“This rapid increase in interest in AI over the past year is also evident within the communications industry. Advertisers are increasingly asking for AI tools that will help them automate processes and thus optimize advertising costs. There is a clear trend: these requests look more like a probing of AI capabilities, sometimes without understanding the specific functionality, but I think with the active development of education in this area, business briefs will become very specialized,” comments Oksana Stekhina, Chief Business Development Officer at dentsu Ukraine and Global Network Director at iProspect Global.

What exactly is AI used for in marketing?

The main areas of use are copyright (41%), design (33%), and information search (31%). Another 23% use AI to find inspiration and creative ideas. Men are twice as likely as women to use AI for data analysis and calculations.

“It seems that many marketing professionals currently perceive artificial intelligence as an assistant or a junior specialist that can save their working time. 83% of surveyed marketers mention time optimization among the main benefits of using AI, which can quickly collect, analyze, combine, and edit information,” comments Evgeniya Blyznyuk, sociologist, CEO&Founder of Gradus Research.

The key barrier is a lack of knowledge

The vast majority (90%) of surveyed marketing professionals plan to continue using artificial intelligence tools, but the barriers to using AI include lack of knowledge (for half of respondents), lack of understanding of integration (37%), and privacy issues (23%).

More than half of respondents are not afraid of competition from artificial intelligence

56% of surveyed marketers do not believe that the active use of AI will lead to a reduction in the number of marketing employees. However, there is a nuance: among those who have been trained and are more knowledgeable and advanced users of AI, the belief that artificial intelligence will replace marketers is 55%, compared to 33% among respondents who do not have a deep understanding of this topic.

The survey report is available for download on the Gradus Research website.

The survey was conducted by Gradus Research in cooperation with dentsu Ukraine using a self-completion questionnaire in the Gradus mobile application. Target audience: men and women working in marketing. Sample size: 170 respondents. Field period: August 16 - September 2, 2024.

The full survey report is available on a commercial basis and contains the following data:

• Perceptions of artificial intelligence
• Perception of AI efficiency and possible replacement of human labor in marketing
• Experience of using AI and level of usage
• Duration of AI use and training
• Purpose of using AI and level of usefulness in marketing work
• For what work tasks do marketers use AI
• Benefits of using AI in marketing and for own work
• Plans to use AI for work and existing barriers
• Willingness to recommend AI to colleagues and reasons for recommendation/not recommendation
• Knowledge and use of AI tools, models, and platforms

To purchase the full report, please contact ai@gradus.app ai@gradus.app