Generative AI adoption in marketing hindered by skill gap & legal concerns
Partner marketers are embracing generative AI, but key barriers to its fuller integration into daily roles include legal and data security concerns, a significant skills gap, and the absence of clear guidelines for its use. These issues were highlighted at a recent Coterie Connect event, attended by around 60 partner marketers who discussed innovation, AI, and partner platforms in-depth.
According to the event's survey, all attendees were familiar with generative AI technology such as ChatGPT, which can be used for personal needs or basic search or content tasks. However, only 10% of participants were employing this technology regularly as a more sophisticated tool in their positions as partner marketers. Furthermore, it was remarked that many companies lacked formal guidelines on the appropriate uses for generative AI, and some had even implemented outright bans due to growing data privacy concerns.
Shona Bettany, Professor of Marketing at The University of Huddersfield, pointed out the urgent need for clear rules and guidance in business settings. She highlighted the fact that many educational institutions distinguish between various suitable levels for AI utilisation, and similarly, such standards need to be put in place within the corporate world. Bettany emphasised the potential of AI within the realm of partner marketing but advised that users must comprehend the different models and tools to maximise this potential effectively.
Jo Dunkley, Co-Founder of Coterie Connect, acknowledged marketers' innovative spirit and propensity for early technology adoption. However, she also stressed the current limitations of generative AI. Dunkley remarked that while AI does not have the capacity to create a value message between multiple organisations, it will be indispensable in providing insight and research that can be interpreted and blended by humans.
Significantly, attendees unanimously agreed on their urgent need for generative AI training, with no participants having received any formal support beyond self-initiated study and research. Barnaby Wood, Director of Product Management at Veritas, corroborated the dual risk and opportunity presented by generative AI for channel marketers. Wood stressed the importance of understanding both the capabilities and limitations of AI for effective use but also highlighted the potential of generative AI to redress imbalances in investment and resources within partner marketing in the longer term.
Whilst there is wide recognition and acceptance of the potential benefits of generative AI, it is clear that some are still figuring out how to effectively implement this technology in their roles. Aimee Moreau, Field Marketing Manager at Fivecast, supported the use of AI tools but did not find them currently applicable to her role. "At some point, we'll all be using it to enhance what we do, but right now it's not at that level," she noted.
The insights gleaned from the recent Coterie Connect event underscore the growing recognition of generative AI's potential among partner marketers, alongside the pressing need for clearer guidelines and enhanced training to harness its capabilities fully. While there is widespread acknowledgement of the benefits, challenges such as legal concerns, skills gaps, and the absence of formal usage guidelines persist. However, as the industry grapples with these obstacles, there is a palpable anticipation for the future integration of generative AI into partner marketing strategies, paving the way for enhanced efficiency and innovation in the field.
