A new report from the talent and training community General Assembly reveals that the use of artificial intelligence (AI) is on the rise in the sales and marketing field, with 68% of professionals in these areas using AI in their work. Of this percentage, 51% employ AI agents to optimize processes. However, opinions on the effectiveness of AI are mixed, as 61% of respondents do not trust that its use will contribute to revenue growth, and 46% do not believe it improves the customer experience.
AI is good!
Concern is also spreading to the impact on productivity. 22% of professionals claim that AI has not influenced the productivity of their teams, while 18% surprisingly state that it has generated more work for them, taking time away from their strategic priorities. This phenomenon may be linked to the lack of specific training, as only 17% of respondents received complete and specific training on AI, which raises risks related to governance and brand security.
The study also found that nearly one third of sales and marketing professionals did not receive any formal training in AI. Approximately 40% of sales professionals expressed their desire for practical and specific training, while 49% of marketers are looking for clear examples of the application of AI in their daily tasks.
Despite the reservations, those who use AI report positive results: 67% say that AI allows them to focus on more strategic work, and 56% have noticed an increase in their teams’ productivity. Among the most common uses of AI are content creation (57%), market research (49%), and customer relationship management (42%).