po polsku
illustration: bing.com/createIt is worth examining how marketers approach AI, what tools they use, and why now is the time to embrace this trend.
AI – Support for Marketers
2023 was a year full of challenges – financial crises, changes within companies, restructurings. However, marketers not only faced these challenges but showed great flexibility, quickly adapting to the new realities. AI became their ally in work, making many tasks easier and more efficient. In 2022, only 21% of marketers used AI, but by 2023 this figure jumped to 74%.
- 68% of marketers believe that AI has helped them advance their careers.
- 75% admitted that AI shortens the time spent on routine tasks.
- 86% claim that AI allows them to save over an hour a day on creative tasks.
- 57% feel pressure to learn how to use AI, fearing for their job security otherwise.
- 48% are concerned that AI may replace their jobs.
How Are Marketers Using AI?
AI has a wide range of applications. From automating simple tasks to more advanced data analysis. AI tools accelerate content creation, optimize communication with customers, and help analyze the effectiveness of campaigns. Here’s how marketers most commonly use AI:
| Tasks | % of Marketers Using AI |
|---|---|
| Automating manual tasks | 75% |
| Prioritizing tasks | 73% |
| Content creation | 43% |
| Data analysis | 70% |
| Understanding customers | 64% |
Content Creation Using Artificial Intelligence
AI helps not only in faster writing but also in optimizing existing content. Tools like ChatGPT or HubSpot AI Content Writer assist in creating blog posts, newsletters, or social media entries. Thanks to AI, marketers can quickly generate various forms of content and tailor them to customer expectations.
The most common uses of AI in content creation include:
- 47% of marketers use AI for creating emails and newsletters.
- 46% utilize AI for text posts on social media.
- 38% use AI to create longer forms of content, such as blog articles.
AI also supports creative processes, helping marketers overcome internal blocks and providing new perspectives on problems. About 86% of marketers indicated that AI saves them more than an hour a day on content creation tasks. The main advantages they point out include:
- Originality – AI generates content based on data, so it’s essential to first consider original ideas before using tools for optimization.
- Personal tone – by refining AI outputs, the tone of the content can be tailored to the brand`s character.
- Fact-checking – it’s always advisable to verify the data generated by AI.
- Manual editing – AI is a great tool, but it’s always worth improving and giving a “human” touch to the content.
AI in Data Analysis
With AI, marketers can analyze campaign data faster and better understand customer needs. About 70% of respondents admitted that AI helps them analyze data, allowing for more effective planning of future marketing actions.
- 44% of marketers believe that AI is very effective in data analysis.
- 64% use AI to better understand their customers.
AI not only collects and organizes data – thanks to advanced algorithms, it can detect patterns that may escape human notice, especially when analyzing vast data sets. AI tools can automatically analyze data from various sources, such as marketing campaigns, customer behavior, or website traffic, and provide marketers with ready-made insights on which they can base their strategies.
The report emphasizes that although AI can analyze data excellently, it does not fully replace human analysis. AI provides results and recommendations, but it is the human – with their creativity, intuition, and market knowledge – who gives them context and decides how to use them. Data automation allows marketers to focus on strategic actions instead of spending time on manual analyses and reports.
Concerns About AI and the Future of the Industry
Despite many advantages, certain concerns remain regarding the implementation of AI in marketing. Some marketers feel pressured that if they do not learn how to use AI, they will become less relevant in their companies.
- 57% of marketers feel pressure to learn AI, or they risk losing their value.
- 48% fear that AI will replace their jobs.
Despite these fears, the HubSpot report suggests that AI is more of a support than a threat. Marketers utilizing these technologies notice they can focus more on the creative aspects of their work instead of wasting time on routine tasks.
According to the "AI Trends Report 2024", 74% of marketers believe that AI will become the standard in workplaces by 2030. As AI tools evolve, their application will become increasingly common, especially in areas such as automation, data analysis, and personalization of customer experiences. AI also has significant potential to support CRM (customer relationship management) efforts, enabling better understanding of customer needs and tailoring communication to their expectations.
The entire "AI Trends Report 2024" can be downloaded from the site
https://offers.hubspot.com/ai-marketing
COMMERCIAL BREAK
New articles in section Marketing and PR
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
What affects our purchasing decisions? The KONSUMER 2026 study
Michał Mystkowski, Berry Kolektyw Kreatywny
Grandma watches TikTok before sleep. A father in his fifties types into Google "will AI take my job?" A thirty-year-old woman postpones having a child but buys a weekend trip "to take a breath for a moment". A twelve-year-old asks ChatGPT about a dream job and tries to convince parents to buy another game skin.
See articles on a similar topic:
Outdoor advertising in Poland. OOH market by the numbers
KFi
In 2024, the outdoor advertising market in Poland reached a record PLN 806 million, with its digital segment growing by 32%. Notably, growth was faster outside the largest cities. Advertising on buses and trams also proved more effective than many online campaigns.
Bots on Hotlines. Armatis Customer Experience Index Study
KF
Nearly two-thirds of Poles report encountering a chatbot or voice bot when contacting customer service. This type of service often triggers negative emotions. Almost three-quarters of Poles would prefer to wait in line for human assistance rather than be served immediately by a bot.
Short Social Video. IAB Poland Report on Short Videos in Social Media
Krzysztof Fiedorek
According to the IAB Poland report from May 2024, short video clips are becoming increasingly popular in Poland. In 2023, 61% of internet users in Poland watched the format known as short social video, and 23% of them created such videos themselves. Polish internet users spend an average of 43 minutes a day watching them.
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
