There’s a “confidence gap” between executives and entry-level marketers: 55% of executives are strongly confident in AI’s creative capabilities, while only 33% of entry-level professionals said the same. These findings were revealed in “The State of Generative AI in Marketing: Executive Leadership in the AI Revolution,” a survey report fielded by creative technology provider Lightricks and the American Marketing Association.
According to the research, this disconnect is due to significant training inequality. While 65% of executives received company-provided AI training, only 34% of entry-level marketers benefited from similar resources. With this disparity underscoring the need for comprehensive training programs, we sat down with Corbett Drummey, VP of Brand Collaboration for Lightricks, to discuss the research and its implications.
Demand Gen Report: How are executives leveraging generative AI differently than entry-level marketers, and what advanced applications are they prioritizing?
Corbett Drummey: One of the biggest takeaways from our research is that executives are using generative AI more than their entry-level employees — completely flipping the script where junior staff generally lead the charge for new technology adoption. Specifically, 61% of executives use generative AI weekly, compared to only 42% of front-line marketers. As AI capabilities grow, we can expect these roles to evolve even further, with AI taking on more complex tasks and empowering marketers to focus on higher-level strategy and creativity.
DGR: What does the study suggest about the relationship between leadership roles and confidence in using AI for creative and strategic purposes?
Drummey: What the data tells us is that people in leadership roles actually receive more training than their employees — with 65% of executives being provided formal AI training by their company compared to only 34% of front-line employees. This training disparity then leads to a confidence gap, with executives feeling more confident in AI’s creative potential (55%), while the rest of the workforce isn’t so sure (33%). Given execs are receiving more training, it’s no wonder they’re leveraging AI with confidence for creative and strategic purposes. This is an indicator to organizations to consider investing in a more holistic approach to AI training.
DGR: How does that “confidence gap” between executives and entry-level marketers affect the overall success of AI integration in marketing teams?
Drummey: While executive confidence in AI is important, it’s equally important that the entire marketing team has the skills to thrive in this new era of AI. Neglecting to upskill the broader workforce could hinder companies’ ability to keep pace with AI as it advances. To avoid this, organizations need to prioritize a more balanced approach that prioritizes training that reaches all levels — combining leadership vision with the needs of those who will actually be using AI in a meaningful way in their daily work.
DGR: What role do company-provided training programs play in addressing the disparity between executives and entry-level marketers in AI adoption?
Corbett: Unsurprisingly, marketers are eager to grow, and our research shows that many entry-level workers are taking it upon themselves to learn new AI skills while others who haven’t received any formal training still want to. But imagine if companies provided their teams with tailored programs to align with their specific business goals and individual roles. By investing in this kind of targeted development for all roles regardless of level, organizations can cultivate an entire workforce skilled in AI that’s not just prepared for the future, but ready to shape it.
There are simple and practical ways to address AI training inequity, including creating internal channels such as in Slack or Teams to share AI news, tips and tricks, and highlight relevant examples. However, if marketing organizations want to build a workforce that can grow and keep pace with advancing technology, they should consider investing in company-wide AI training across all levels.
