Melbourne, Australia – With the widespread adoption of AI in various industries, the latest report from Media Collateral revealed a significant percentage in the incorporation of generative AI among communication professionals throughout the Asia Pacific region, with marketers and journalists emerging as the frontrunners in embracing this technological shift.
According to the findings, 74% of communications professionals have now integrated generative AI into their work, with marketers and journalists noted as the primary users.
Notably, 90% of marketers have embraced generative AI, while 61% of journalists have adopted this technology, with only 3% of the latter deeming it essential for their daily tasks.
In terms of future engagement, 79% of respondents indicated their intention to increase engagement with generative AI in the next two years.
Meanwhile, insights into workforce disruption showed that 25% anticipate a reduction in job opportunities due to generative AI, while 60% foresee a transformation of job roles.
Furthermore, a significant number of respondents view AI as a catalyst for efficiency and innovation, with 80% using generative AI for productivity, 67% to simplify tasks, and 52% to create innovative content.
In primary use cases, content generation was reported as the predominant reason for utilising generative AI, with 75% of professionals using or planning to use it for this purpose.
Speaking about the result of the report, Andrew Thompson, report author and manager of editorial and research at Media Collateral, said, “As someone entrenched in journalism and communications, this study stemmed from vital questions about our professional futures amidst the advent of generative AI.”
“Generative AI tech, such as ChatGPT, is reshaping how we ideate and create messages, just as the printing press and internet once revolutionised their spread. Communications professionals will be shaping, and shaped by, the unfolding narrative of humans and AI. Our hope is that this report offers current practical insights and fuels ongoing creative inquiry,” he concluded.
The valuable insights included in the report were derived from a digital survey conducted from October to December 2023. This survey targeted professionals in journalism, marketing, public relations, content creation, and advertising within the APAC region.
