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AI part of daily life for global communication professionals, but concerns remain: GCP survey

80% use AI for daily tasks, from ideation to content creation


The use of artificial intelligence (AI) has become commonplace for communication professionals across the Asia-Pacific (APAC) region and the United Arab Emirates (UAE), with 80% claiming to use AI tools for daily tasks. Concerns remain, however, about security, accuracy and the loss of a ‘human touch.’


The latest Global Communication Partners (GCP) Insights Pulse surveyed over 100 agency and in-house communications professionals across March and April 2024. Respondents were based in India, Australia, South Korea, UAE, Taiwan and Hong Kong.


According to the findings, in addition to media monitoring and reporting, communications professionals in the region are mainly using AI tools for ideas and inspiration (73%), content creation (65%) and research (56%).


Chart 1: Purpose of using AI tools


When asked about the barriers to AI adoption, survey respondents ranked risk of errors, biases and hallucination as the highest concern (62%), closely followed by the ‘loss of human touch’ (48%). Cyber security and privacy concerns also weigh heavily on communicators’ minds (44%).

Surprisingly, just under 8% of communication professionals are concerned about the displacement of human workers and don’t see AI as a threat to their jobs – in contrast with one of the concerns frequently expressed in public surveys.


Chart 2: Barriers or concerns to AI adoption


Of all the AI tools in use, the survey findings showed Open AI / Chat GPT (96%), Grammarly (58%) and Bard (25%) as the most popular in the region.


Chart 3: Most popular AI tools in use


AI users see these tools as largely beneficial to their organisations and clients. 78% of users rated the benefits to be 7 or higher on a scale of 10 (with 10 being extremely beneficial), while there were no users who did not see any benefits.


Commenting on the findings, GCP Chair Daniel Tisch said, "As AI transforms the global communication landscape, professionals must seize the opportunity to improve their productivity while navigating risks and concerns through ethics, transparency and responsibly. By fostering a culture of innovation and addressing the challenges head on, AI can help drive positive outcomes for organizations, and for society.”


Susie Bell, Managing Partner of Honner Australia, said, "The survey results underscore the evolving nature of communication practices in the region. As we embrace AI technologies, organizations must be strategic in balancing innovation with the preservation of authentic human engagement. By doing so, we can unlock new possibilities and elevate the impact of our communication."



 

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