CHICAGO, IL / AGILITYPR.NEWS / December 18, 2024 / For Immediate Release: December 18, 2024
Contact: Amy Gwiazdowski, agwiazdowski@ama.org
AI Revolution Driven by Executive Leaders
New report from Lightricks and the American Marketing Association highlights adoption patterns, challenges, and opportunities across the marketing profession
Chicago, IL—A new report released by Lightricks and the American Marketing Association (AMA) reveals that executives are driving AI adoption in their organizations. The results of this research were revealing: AI adoption in marketing has surged to 90% and the transformation is distinctly driven from the top down. Unlike previous technological transformations in marketing, where adoption typically originated at the entry level and permeated upward, AI integration today is being led by executive leadership.
“We know that AI integration is being led by executive leaders,” noted AMA CEO, Bennie F. Johnson. “AI is a tool that can help shape strategy and operations and we know it can have the ability to transform our work and industry. I’m glad we’re having meaningful conversations about adoption and asking questions about ethical concerns. Marketing is a dynamic profession and I’m pleased to be able to share the ways in which marketing is leading the way with new technology.”
For more information and to download the full report visit—Leading from the Top: How Marketing Execs are Driving AI Adoption. Lightricks and the AMA surveyed over 1,000 marketing professionals in September of 2024 for this new report.
Findings from the report:
Adoption
Confidence Gap
Training
Ethical Concerns
Entry-level marketers, ethical considerations take center stage:
Executive-level concerns center on business implications:
Methodology
In September 2024, Lightricks engaged the American Marketing Association to survey more than 1,000 marketing professionals. Each participant is employed in a marketing role across various organizational levels, from entry-level to C-suite executives. For this analysis, "Executives" encompasses those identifying as Owner, Partner, President, C-Level, or VP positions (representing 15.26% of respondents), while "Entry-level marketers" refers to those in Senior Non-Supervisor, Specialist, or Coordinator roles (21.39% of respondents). The survey focused on understanding AI adoption patterns, confidence levels, ethical concerns, and future outlook across different experience levels in marketing organizations.
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About Us
About Lightricks
Lightricks is a global leader in developing AI-powered creative tools that empower creators and brands. With innovative products like Facetune, Videoleap, and the recently launched LTX Studio, Lightricks is transforming the creative landscape. Learn more about Lightricks.
About the American Marketing Association (AMA)
As the leading global professional marketing association, the 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: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification 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 AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
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’s learning programs and certifications, conferences and events, and scholarly journals at AMA.org.
Contacts
Amy Gwiazdowski
VP, Communications
agwiazdowski@ama.org130 E. Randolph St., 22nd Floor, Chicago, 60601
Phone: 312-542-9076
https://www.ama.org/