Despite the hype around generative AI, most marketers remain unconvinced of its bottom-line impact. A new study by General Assembly, surveying over 300 marketing and sales professionals, found that 61% are not confident AI can drive revenue growth, while nearly half (46%) doubt it improves customer experience.
The report highlights a major skills gap as a key reason for skepticism. Only 17% of respondents said they received comprehensive AI training, while 32% had none at all. Many found the training they did receive too generic or overly conceptual, leaving 16% to seek out their own resources.
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Still, adoption is widespread, with 68% already using AI in areas such as content creation (57%), market research (49%), sales operations (47%), and CRM (42%). Usage is highest in the UK, where 75% of professionals report applying AI tools.
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General Assembly notes that marketers want role-specific, practical training, such as self-paced modules with industry examples and interactive workshops. Without this, experts warn the skills gap could limit AI’s true potential in driving growth.
Source: Marketing Week | https://www.marketingweek.com/marketers-not-confident-ai-ability/
