More than half of Portuguese Communication Professionals consider AI tools as an opportunity for the media industry
Marco Agency Survey: What is the impact of AI tools on the Communication sector?
Artificial intelligence (AI) has been redesigning the future of almost all economic sectors, as well as changing people’s lives around the world, and communication is no exception.
Therefore, to obtain a more detailed perspective of reality in Portugal, the MARCO Agency developed a survey to understand the impact that the arrival of AI tools is having on the lives of communication professionals and how they can change the paradigm of the sector.
IA: Opportunity or Threat for national communication professionals?
Although there are some concerns about the use of AI, the majority of respondents (62%) consider AI to be an opportunity in the media industry, particularly as it makes daily work easier. The factors most cited by professionals are the possibility of automating and increasing the speed of tasks (78%), making processes more efficient (53%) and ease of learning (44%).
Still, 37% consider the existence of these tools a threat to their jobs, 30% are afraid of losing their jobs to new technologies, and more than half of these feel anxious about this possibility.
In addition to the impact on employment, respondents who show greater concern about the use of AI tools in the sector refer to “misinformation” (57%), “social and political manipulation” (50%) and “intellectual emptying” ( 46%), as the main dangers, with each respondent being able to choose up to 3 options.
More than half of professionals already use AI tools
GTP Chat was the starting point for many communication professionals in the world of artificial intelligence and continues to be the most recognized, with 87% of respondents stating that they have already heard of this service, in an area where 54% of professionals already use some type of AI tools at work. At the same time, 75% of respondents still consider using AI tools shortly.
The vast majority (80%) deny feeling pressured to use these platforms. However, 20% of participants recognize that they already feel pressure to do so. Of those who feel pressure to use AI tools to perform their duties, 75% recognize the fast pace at which they are working as the main motivation. On the other hand, “Curiosity” and “Bosses” were the next most common answers, with 18.75% and 6.25%, respectively.
As would be expected, the artificial intelligence tools best known to participants are, consequently, the tools most used by them. However, it is noteworthy that the Goodtape platform is mentioned as the most used, but not as the best known.
A question of ethics
By analyzing the results, it is possible to conclude that respondents are attentive and that the majority are in favour of using new information technologies and artificial intelligence tools in their professional routine. 63% confirm that they believe that AI tools allow them to carry out their work ethically. On the other hand, 36.71% of respondents have the opposite opinion.
About the Study
The Survey ‘What is the impact of AI tools on the Communication sector?’ was developed by the MARCO Communication Agency, through an online questionnaire to which a sample of around 100 communication professionals responded, during October 2023.
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