How generative AI is pointing the way to a more efficient and creative future for marketing

Within the next five years, 41% of leaders expect to redesign business processes from the ground up with AI. In the same timeframe, they anticipate orchestrating (38%) and training a team of AI bots (42%). Ensuring the ethical use of AI (47%) will be a core part of their job.

AI is being woven into the workplace on an unexpected scale. Users say AI helps them save time (90%), focus on their most important work (85%), be more creative (84%), and enjoy their work more (83%).

These are just some of the key findings from The 2024 Work Trend Index Annual Report , a joint effort by Microsoft and LinkedIn titled ‘AI at Work Is Here. Now Comes the Hard Part’. The report was created based on a survey of 31,000 people across 31 countries, labour and hiring trends on LinkedIn, trillions of Microsoft 365 productivity signals, and research with Fortune 500 customers. The 2024 Work Trend Index Annual Report addresses among other things whether AI is creating new job opportunities; challenging people with the risk of job loss; as well as emerging AI roles being developed.

Globally, skills are projected to change by 50% by 2030 (from 2016) — and generative AI is expected to accelerate this change to 68%. AI is also creating new job roles — over two-thirds (68%) of this year’s LinkedIn’s Jobs on the Rise (fastest-growing roles in the US) didn’t exist 20 years ago.

Contrary to the narratives of job losses stemming from the adoption of AI, being skilled in the space is set to become a huge advantage for jobseekers. When it comes to hiring, 66% of leaders say they wouldn’t hire someone without AI skills. Less experienced candidates finally have an edge with AI — 71% of leaders are willing to pass over more experienced talent for people with AI skills.

For employees, AI raises the bar and breaks the career ceiling. With AI, early-in-career talent will be given greater responsibilities. Entry-level workers will take on more strategic projects, while uniquely human skills like management, relationship building, negotiation, and critical thinking will come to the fore for employees at all levels.

What are the implications of this on the marketing function and how can marketers prepare?

How marketers can harness the power of AI

AI is reshaping the skills and work methods of marketers. The report shows that two of the top ways B2B marketers say they plan to use generative AI this year include increasing efficiency to focus on higher value work (55%) and creating optimised and engaging content that resonates with target audiences (51%). These are precisely what the AI-powered Microsoft Advertising platform aims to provide users.

There are three ways in which Microsoft Advertising‘s AI tools can give marketers an edge over their peers.

Helping them focus on what matters most: Microsoft's Performance Max solution integrates advanced AI technology to support advertisers, diagnose and manage cross-channel advertising, create compelling ad creatives, and identify relevant audiences. The AI-powered system streamlines these tasks within a single campaign.

The campaign diagnostic tool replaces the previously complex work of reporting, analysis, and comparison. It quickly identifies areas for improvement and provides recommendations, simplifying the decision-making process. Advertisers can easily identify factors that may hinder their campaign performance, such as budget constraints, maximum cost per click (CPC) settings, and more. Additionally, tailored suggestions are provided, significantly reducing the time from problem identification to execution.

Providing solutions and real time support via Copilot: The report reveals that 78% of AI users are part of "BYOAI" (Bring Your Own AI) trend in the workplace. The number goes up to 80% at small and medium-sized companies. However, with Microsoft Copilot, there is no need to bring your own AI for managing advertising anymore! Microsoft Advertising features Copilot, a 24/7 expert ready to answer questions and provide real-time support. If you have any inquiries about your ad campaigns, simply open the chat box, interact with Copilot, and receive prompt and effective assistance.

Saving time when it comes to brainstorming: The creative generation tool within Microsoft Advertising is an invaluable asset for advertisers. The Asset Recommendations feature can automatically suggest images and copy based on the advertiser’s website, delivering fresh creative ideas which saves valuable time that would otherwise have been spent on ideation and brainstorming.

Additionally, the Asset Creation feature enables anyone to produce stunning images simply by entering text prompts. This tool can significantly reduce costs for companies by eliminating the need for employee art training, or professional photography and image refinement, making it especially beneficial for small and medium-sized businesses.

Speaking about the impact of AI on productivity, Dr Qi Zhang, Microsoft corporate vice president, president, Microsoft AI Asia-Pacific region said, “The world has undoubtedly entered a new era of AI exploration. In the coming years, AI, represented by tools like Copilot, will become as ubiquitous as water, electricity, gas, and the internet, making it accessible to everyone. An individual’s daily work efficiency will be enhanced to unprecedented levels by Copilot, accelerating productivity across various industries and society, including biopharmaceuticals, education, media, finance, creative industries, and emerging sectors.”

By leveraging fully integrated generative AI technology in Microsoft Advertising, businesses can unlock extraordinary creativity and focus on what matters most: connecting with audiences and driving meaningful results. Effectively deploying these innovations can help companies of all sizes accelerate their marketing potential, reducing costs and boosting productivity in ways never imagined.

To download the complete report and know more about the impact of AI at work, please visit the 2024 Word Trend Index website. Scan the QR code to follow Microsoft Advertising China's WeChat channel and stay updated on the latest marketing and tech insights from Microsoft.