89% of Ukrainian Marketers Use Artificial Intelligence, Over Half Are Unconcerned About Competition from AI – Survey Results
The global adoption of artificial intelligence (AI) continues to grow, with marketing and creative industries at the forefront of this trend. AI now generates not only images and text but also full-fledged commercials. How is AI perceived and utilized in Ukraine’s marketing sector, and what are its primary applications? In September 2024, Gradus Research, in collaboration with the dentsu Ukraine communication group, conducted a survey presented at the annual Future Lab event.
Key Findings from the Joint Survey by Gradus Research and dentsu Ukraine
Most Marketers Have Tried AI, But Few Have Mastered It
A significant 89% of surveyed marketing professionals reported using AI tools. Of these:
- 32% identify as beginners,
- 55% have intermediate experience (using AI for basic tasks),
- 12% are advanced or expert users.
However, it’s notable that 44% of respondents have never undergone formal AI training, highlighting a gap in expertise.
AI in Marketing: A Growing Trend in Ukraine
The use of AI tools in marketing has surged in the past year:
- 62% of respondents have adopted AI within the last 12 months, underscoring its status as a relatively new tool.
- 92% use AI in their professional tasks, and 84% consider it highly beneficial.
“This sharp rise in interest is evident across the communications industry. Advertisers are increasingly seeking AI tools to automate processes and optimize costs. While many requests are exploratory, reflecting a lack of understanding of specific capabilities, I believe with greater education in this area, businesses will craft more targeted and specialized briefs,” said Oksana Stekhina, Chief Business Development Officer at dentsu Ukraine and Global Network Director at iProspect Global.
Top Applications of AI in Marketing
The primary areas where marketers use AI include:
- Copywriting: 41%
- Design: 33%
- Information Search: 31%
- Inspiration and Creative Ideas: 23%
Men are notably twice as likely as women to utilize AI for tasks such as data analysis and calculations.
“Many marketing professionals currently view AI as an assistant or junior-level specialist that helps save time. In fact, 83% of surveyed marketers cited time optimization as a key benefit of AI, which excels at quickly collecting, analyzing, and editing information,” commented Evgeniya Blyznyuk, sociologist and CEO & Founder of Gradus Research.
Challenges in AI Adoption
Despite widespread enthusiasm, barriers remain:
- Lack of Knowledge: 50%
- Difficulty with Integration: 37%
- Privacy Concerns: 23%
Marketers Are Not Overly Concerned About AI Replacing Jobs
- 56% of respondents do not believe AI will reduce the number of marketing roles.
- However, a disparity exists: among advanced AI users, 55% anticipate AI might replace marketers, compared to just 33% of less experienced users.
Survey Details and Full Report Availability
The survey was conducted via a self-administered questionnaire on the Gradus mobile application. The target audience included men and women working in marketing. Key details:
- Sample Size: 170 respondents
- Fieldwork Period: August 16 – September 2, 2024
The complete report is available for purchase and includes comprehensive data on:
- Perceptions of AI and its efficiency in marketing
- Potential for AI to replace human labor
- Levels of AI expertise and training
- Use cases and applications in marketing
- Benefits and barriers to AI adoption
- Recommendations for AI tools
To purchase the full report, please complete the form below or contact us directly at info@gradus.app.
