PR pros lack the confidence needed to implement artificial intelligence

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2021, 1:27 AM GMT+0

CIPR’s recent survey of 280 PR professionals found that one in five understand the significance of AI and Big Data in their jobs.

Artificial intelligence (AI) has grown in importance among communications professionals, yet just 13.9% feel "very comfortable" utilising it, as opposed to 43.2% who lacked confidence, and had inadequate knowledge. 41.5% say they know what AI is, but don't regard themselves as technically adept.

Three out of 10 reported being aware of AI tech but lack the confidence to apply the knowledge in their jobs. However, 20.7% are very comfortable using data and analytics. 8.2% felt similarly about AI.

Finding non-technical courses and the uncertainty, are among the top problems of upskilling in data and AI. “On the job” at 20% is the most popular place where AI and data skills are learnt, followed by awareness training programs (14.3%).

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