98% percent of marketing and creative leaders in Australia are comfortable with the rise of generative AI, with more than two-thirds (70%) already considering it an essential part of their creative toolkit, according to insights from more than 4,000 global marketing and creative leaders surveyed by Canva.
The majority (79%) agree that AI-powered tools reduce the minutiae of repetitive tasks, freeing them up to focus on the more creative and meaningful parts of their role. 77% say generative AI tools are enhancing their team's creativity with 68% reporting time savings of at least 2-3 hours per week. Nearly a third (30%) of teams are saving between 4-5 hours per week on creative projects.
Of the minority (10%) who feel generative AI tools are limiting their team’s creativity, the most common objection (50%) was preventing the development of original ideas.
More than two-thirds (70%) believe there are already too many generative AI tools, with 55% overwhelmed by the learning curve. While most are excited about the opportunities to elevate creativity, 41% feel pressured to use it to keep pace with change and 39% say they don’t know how to get the most value out of the technology.
The majority (83%) of marketers and creatives have used generative AI to create written content, generate unique images (84%) or edit images and videos (82%). Looking five years ahead, more than half (53%) believe generative AI tools will be better than humans at creating visual images.
The majority ranked personal data (72%) and customer data (70%) risks as top concerns with generative AI, over plagiarism and misinformation. Only half of organisations are addressing these risks, with 50% saying their company has established strict guidelines for the use of generative AI.
Natalie Schwartz, global head of brand marketing at Canva, said tighter budgets, increased content demands, and non-stop deadlines have led marketers to embrace generative AI tools to scale their output.
“Our findings reinforce the fact that AI-powered tools are breathing new life into creativity and productivity for marketers, a profound impact we see firsthand as a visual communication platform.”
Canva commissioned Morning Consult to survey 4,050 business leaders in marketing and creative roles. Canva surveyed 505 business leaders in the United States, 500 in the United Kingdom, 513 in Spain, 503 in Germany, 497 in France, 524 in Brazil, 315 in Mexico, 377 in India, and 316 in Australia.
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