eting is the leading sector in AI acceptance.

Many consumers are sceptical about the impact of generative AI on society. However, they do expect marketers to be the ones who pioneer the technology. A new Gartner report finds that consumers are more willing to see genAI magic in marketing than any other industry.

In June and July, 38% of the consumers surveyed said that they felt very or somewhat comfortable using generative AI in marketing. Another 27% of consumers said that they were neither uncomfortable nor concerned. 35 percent of consumers are either very or somewhat troubled.

In every other sector, from manufacturing, health care, and legal services, the number of consumers uncomfortable with genAI was equal to or greater than those who were comfortable.

Why do we care? GenAI is bringing new capabilities to marketer, but will the customers accept them. Marketers are constantly working to build consumer trust in areas ranging from privacy and customer experience , through to the environment and social justice .

In general, 53% of consumers believe that genAI is going to have a negative effect on society. AI is a topic that has been gaining popularity in marketing.

Sectors related to marketing. Other sectors studied, such as retail and customer services, intersect with marketing.

Retail is a mixed bag of positive and negative feelings (34% each). Marketing, however, has a higher percentage on the fence (33%) compared to retail.

In terms of customer service, genAI is not a popular choice. 28 percent of consumers support it and 44% are against.

When customers seek services, it seems more want to be assured that there is a person on the other side of the communication.

GenAI in marketing. Whether or not consumers have given the go-ahead, marketers are already embracing genAI, according to a Gartner survey conducted earlier this spring.

Four-eight per cent of the 98 marketers surveyed said that they are currently using genAI and another 43% said that they plan to do so in the future.

Top uses of genAI for marketing include:

• Content marketing (76% who use genAI).
• Product Marketing (43%)
• Customer Experience (37%)
• Lead generation (36%)
• Advertising (31%).

Only 30% of the companies using genAI for marketing were doing so for marketing operations, and only 18% for branding. Sixteen percent used it for public relation.

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The original post MarTech : Marketing leading other sectors in AI acceptance first appeared on MarTech .