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BRAZIL
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What our respondents in Brazil think AI’s impact on
the future of brand communications will be:
Negative
Their priority on educating themselves about AI:
4%
Not a priority
at all
9%
Low priority
40%
Fairly high priority
47%
Very high priority
92% think AI education and training for marketing leaders is important.
The organizations they work for clearly
feel the same way.
say their firms are currently investing
in AI training for the workforce.
Not at all
Somewhat
important
Important
Very Important
How important do you think AI education & training is for today's
marketing and communications leaders?
Respondents in Brazil are largely positive about AI's impact on the
communications professional's role 55% think communications
professionals will need to equip themselves with more AI skills,
and 26% say AI will result in an increase in jobs
1%
7%33%
60%
42%
1%
Both
positive
and
negative
34%
Positive
66%

How the communications industry in Brazil is implementing AI in their work:
11%
24%
42%
27%
22%
20%
30%
26%
26%
25%
28%
29%
26%
39%
33%
My firm is currently investing in training and educating our workforce in AI
We are currently using AI tools
Incorporating AI has helped improve productivity at my firm
AI is used in my firm's customer communications
Incorporating AI has helped us improve my firm's creativity
Incorporating AI has helped us cut time and deliver our products and services with greater speed
My firm uses AI to deliver new value-added products and services to customers
Incorporating AI has created better customer experiences at my firm
AI helps us manage and easily recall the knowledge we hold in our company
AI is used in my firm's internal communications efforts
AI is improving our manufacturing and production efficiency
My organization is currently hiring talent with specific AI skills
My firm uses AI to deliver personalized products and services to individual customers
AI is used as part of my firm's advertising and media-buying processes
My firm worries about AI and does not want to experiment with it
39% say their companies are currently using AI tools,
and 33% say incorporating AI has helped improve productivity
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What our respondents in Brazil think about consumers' readiness for
AI-enabled engagement with brands:
How ready do you think consumers in Brazil are for AI-enabled engagement with the brands?
Looking at the next 5
years, AI-related issues that
most concern our
respondents in Brazil:
Data security
& consumer
privacy
Criminal use of
AI technologies
53% 22%
23%
ready to engage
Not engaging, but somewhat
17%
ready to engage
Not engaging, but very
42%
Already engaging
12%
or two from being ready to engage
Not engaging, and are still a year
6%
at least three years or more
Not engaging and won't be for
“This research brings a positive light into the AI landscape in Brazil. The theme has become priority – or fairly priority –
for more than 86% of participants and 62% of them acknowledged AI to be part of their organization’s 5-year strategy.
With a huge impact in branding and positioning (68%) and in the go-to market customer experience companies will
offer (76%). This requires Communications agencies to respond to it, offering as much as they can in terms of
solutions – in fact, 64% of interviewees think this is already happening.
But ‘offering as much as they can’ is just the beginning. The fact is that indexes of what companies are currently using,
the reality shows that the item that scores higher is the current investments in training and educating workforce in AI –
and this relates to 42% of all replies. Every other item scores around 30%, even media-buying (20%) or personalized
services to individual customers (22%) or other automated processes – these are still just scratching the surface.
There is still a long way to go in terms of real applications – a natural process of any new technology adoption curve. A
clear exciting market opportunity for agencies that prepare to offer real strategic thinking about how AI can be used
and also the ability to implement programs as well.
The tip of the iceberg has been conquered. Now it’s time for Brazil to go further.”
Carolina Fullen
Innovation/New Business Director, MSL Brazil
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CHINA
What our respondents in China think AI’s impact on the
future of brand communications will be:
1%
Not a priority
at all
4%
Low priority
39%
Very high priority
56%
The organizations they work for clearly
feel the same way:
say their firms are currently investing
in AI training for the workforce.
46%
Somewhat
important
Important
Very Important
How important do you think AI education & training is for today’s
6%35%
59%
Negative
1%
Both
positive
and
negative
34%
Positive
78%
This positive outlook is reflected in how they think AI will impact
communications professionals:
A significant 42% say AI will increase jobs for communications
professionals in the next 5 years
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How the communications industry in China is implementing AI in their work:
1%
32%
46%
40%
32%
32%
42%
39%
39%
35%
40%
42%
36%
44%
43%
42% say their companies are currently using AI tools, and a significant number
say it has improved internal functions
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What our respondents in China think about consumers’ readiness for AI-enabled
engagement with brands:
43%
Already engaging
16%
ready to engage
37%
but very ready to engage
Not engaging,
5%
two from being ready to engage
Not engaging, and are still a year or
How ready do you think consumers in China are for AI-enabled engagement with the brands?
“In China, we know that all brands are looking forward to know how AI can
benefit their business and communication, and while several are hands-on in
implementing AI in their work – basic functions like semantic recognition is
already being used in different areas and for several brands - many still have a
lot of catching up to do.
Like the survey demonstrates, among the companies who are or are planning
to leverage AI, marketing is where most of their focus is. Where companies
should increase efforts though should be in trying to
eliminate from the communications professionals job role repetitive and
rudimentary tasks so as to enhance efficiency. AI can also be leveraged more
in pre-campaign market research and for user engagement during
campaigns.
As we continue to take advantage of the opportunities AI presents, it is
important to remember that while we leverage this technology, it will be
necessary to retain the human touch, especially in user-oriented scenarios
and interactions.”
Enson Hu
Head of Digital and Technology, MSL China
most concern our
respondents in China:
Data security
& consumer
privacy
Criminal use of
AI technologies
67% 15%
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Negative
13%
Both
positive
and
negative
40%
Positive
48%
FRANCE
What our respondents in France think AI's impact on the
10%
Not a priority
at all
15%
Low priority
27%
Very high priority
49%
Not at all
Somewhat
important
6%
15%
Very
Important
34%
A significant number of our
respondents - 57% - say their
companies are increasing strategic
investments in AI, although whether or
not that investment is for AI training is
unclear.
Only 21% say their companies are
currently investing in AI training for
the workforce.
Important
47%
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How the communications industry in France is implementing AI in their work:
29%
23%
21%
18%
18%
16%
16%
14%
14%
13%
13%
13%
11%
11%
11%
Most of our respondents in France 29% - say their companies worry about
AI and do not want to experiment with it, and only 11% say their companies
are currently hiring talent with AI skills.
-
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most concern our
respondents in France:
Data security
& consumer
privacy
Job losses
47% 21%
What our respondents in France think about consumers' readiness for
33%
Already engaging
23%
ready to engage
21%
ready to engage
16%
9%
How ready do you think consumers in France are for AI-enabled engagement with the brands?
“President Emmanuel Macron established artificial intelligence (AI) as a priority
for his first term, promising to inject 1.5 billion euros into its development in
France. Since 2015, Samsung, Fujitsu and DeepMind (Google) have all joined
Facebook in moving their European AI R&D centers to Paris. Whilst
technological innovation booms in France, we also know that concerns
surrounding data security and consumer privacy reign strong. The results of this
study confirm that dichotomy, showing marketing and communications experts'
growing interest in Artificial Intelligence whilst revealing the considerable dose
of skepticism that persists in France towards rapidly evolving new technologies.
We believe that this technology is changing not only the way consumers think
and interact but also the way business operate and allocate resources. As a full
service communications group, we have a responsibility to educate our clients
on the benefits that AI can offer and leverage those benefits to improve the
relevance and efficacy of our communications programs. Over half of the French
respondents acknowledged that their company is increasing its strategic
investments in AI and redefining its positioning to account for the changes
AI brings, which is precisely why we need to remain at the forefront of this
technological revolution.”
Lauren Unger
Account Director, Technology Practice
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Negative
12%
Both
positive
and
negative
52%
Positive
37%
GERMANY
What our respondents in Germany think AI's impact on the
7%
Not a priority
at all
15%
Low priority
29%
Very high priority
49%
Not at all
Somewhat
important
Important
Very Important
8%
13%35%
44%
Although the general consensus is
that AI training is crucial, only
20% say their firms are currently
investing in training and educating
the workforce on AI.
There is, however, some optimism:
33% think their companies are
planning to include more AI-driven
efforts in employee training.
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How the communications industry in Germany is implementing AI in their work:
39%
20%
19%
17%
13%
13%
13%
13%
12%
12%
11%
11%
10%
10%
10%
Although there is a heightened interest in AI among German communications
leaders, implementation is far behind on an organizational level.
Only 12% say their companies are currently using AI tools, while 39% say
their companies worry about AI and do not want to experiment with it
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most concern our
respondents in Germany:
Data security
& consumer
privacy
Job losses
45% 24%
What our respondents in Germany think about consumers' readiness for
29%
Not engaging, but somewhat ready to engage
28%
Already engaging
17%
14%
11%
Not engaging, but very ready to engage
How ready do you think consumers in Germany are for AI-enabled engagement with the brands?
“In the German market, there is a lot of talk around AI, but not a lot of action. This is quite evident from the survey –
while a majority express interest in AI and take initiatives to stay abreast of the latest developments, very few confess
to actually implementing AI applications in their work.
Theoretically, we know quite a bit about AI but not many have executed an AI-driven campaign and brought it to life.
The survey also reflects the need for tightened security with AI – data privacy is a major concern in Europe, and any
implementation of AI will be subject to scrutiny. Before we start to implement AI in our work on a large scale, we will
need to work around the security concerns.
In communications, AI can help internally with core administrative tasks that currently take up too much time;
externally, it can make our data-driven work smarter.
This is the next step: we need help organizing and interpreting all the data we know have access to. This goes towards
understanding real influence to selecting the right people (influencers, journalists, etc.) to work with to being smarter
with targeting (mainly for marketing, thus important for the media agencies) to creating better content resonating
with our target groups. And of course measuring the impact of what we do.
Our work is becoming more and more data-driven and tool-based – and smart AI solutions will be the engines of these
tools and accelerate the adoption of them”
Adrian Rosenthal
Head of Digital & Social Media, MSL Berlin
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Negative
2%
Both
positive
and
negative
24%
Positive
73%
INDIA
What our respondents in India think AI's impact on the
0.5%
Not a priority
at all
2%
Low priority
72%
Very high priority
25%
The organizations they work for
clearly feel the same way. 44%
say their firms are currently
investing in AI training for the
workforce, and 39% say their
firms are hiring talent with
specific AI skills.Not at all
Somewhat
important
Important
Very Important
0.5%
5%22%
73%
This positive outlook is reflected in how they think how AI
will impact communications professionals:
A significant say AI will increase jobs for communications
professionals in the next 5 years
43%
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How the communications industry in India is implementing AI in their work:
52% say their companies are currently using AI tools, and a significant
number say it has improved internal functions.
52%
44%
39%
38%
37%
36%
36%
36%
34%
34%
34%
34%
32%
32%
7%
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most concern our
respondents in India:
Data security
& consumer
privacy
Criminal use of
AI technologies
58% 19%
What our respondents in India think about consumers' readiness for
48%
Already engaging
18%
ready to engage
27%
ready to engage
5%
2%
How ready do you think consumers in India are for AI-enabled engagement with the brands?
“AI in India is seeing tremendous innovation but its uptake in business
operations is limited as reflected by the survey results where only half of the
respondents are already in the process of utilising AI based solutions. Indian
respondents find employee training, marketing and creativity as the two areas
where they will find maximum application for AI in the realm of
communications; a reflection of products already in the market and being
considered for implementation. That said, there is a clear understanding of
both the opportunities and the challenges that AI presents and a majority are
very bullish on the increased usage for internal and customer facing purposes.
While organisations are gearing up for this paradigm change, only half feel
that their communications partners are ready to provide the strategic and
implementation support for AI driven programs.”
Tushar Bajaj
Senior Vice President, MSL India
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Negative
7%
Both
positive
and
negative
42%
Positive
51%
ITALY
What our respondents in Italy think AI's impact on the
1%
Not a priority
at all
12%
Low priority
56%
31%
Very high priority
Not at all
Somewhat
important
Very Important
Important
3%
13%
49%
34%
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25%
22%
21%
21%
19%
19%
16%
16%
16%
15%
14%
14%
13%
12%
11%
How the communications industry in Italy is implementing AI in their work:
A large percentage of those we
surveyed in Italy think AI training for
marketing leaders is important, but
only 21% said their companies were
investing in training and educating
the workforce in AI.
62% market leaders in Italy think there is opportunity for communications agencies to
leverage AI more.
A majority of our respondents feel communications agencies are capable of offering strategic thinking on how to
utilize AI, but they can do more when it comes to effective implementation of AI programs.
While only 21% say their companies
are currently using AI tools, 25%
say AI has helped them manage and
easily recall the knowledge they hold
in their companies.
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years, AI-related issues
that most concern our
respondents in Italy:
Job losses Data security
& consumer
privacy
31% 4%2
What our respondents in Italy think about consumers' readiness for
25%
Not engaging, but very ready to engage
24%
ready to engage
24%
15%
11%
Already engaging
How ready do you think consumers in Germany are for AI-enabled engagement with the brands?
“While this is subjective, there is a tendency for Italian companies to
overestimate their own investment in AI. Some may include even other digital
tools under the AI umbrella – so it's important for companies to identify and
prioritize their investments.
“Data” is the keyword to really open our future to artificial intelligence, and
companies might invest in contaminating teams, including people with
research background and no advertising/communication background, plus
advanced technologies to merge all these data into a unique, shareable
basket.
The main Italian risk is, as we can see in the survey, that our people are very
concerned about privacy (too much in many cases, but it's just my opinion). In
order to be leaders in an AI-driven future, believing in the power of
knowledge should be stronger than fear to win on business.”
Marco Fornaro, Head of Digital, MSL Italy
Digital Strategy Director, Publicis Communications Italy
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POLAND
What our respondents in Poland think AI's impact on the
3%
Not a priority
at all
12%
Low priority
60%
25%
Very high priority
Not at all
Somewhat
important
Important
Very
Important
How important do you think AI education & training is for today's marketing
and communications leaders?
4%
18%
43%
35%
Negative
6%
Both
positive
and
negative
57%
Positive
36%
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How the communications industry in Brazil is implementing AI in their work:
16%
18%
23%
20%
17%
16%
21%
18%
18%
18%
20%
21%
18%
23%
22%
21% of our respondents in Poland say their companies are currently using AI
tools, and 22% say using AI has helped them cut time and deliver products
with greater speed. Meanwhile, 24% say their companies are currently investing
in AI training for the workforce, and 23% say their companies are hiring talent
with AI skills
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What our respondents in Poland think about consumers' readiness for
“After observing changes that have been taking place on the market over
recent years, it is clear that AI-powered technology and solutions are fast
approaching. AI has already had quite a significant impact on such segments
as marketing. Answers given by survey respondents’ show that the vast
majority of people believe that AI will play a vital role in shaping the future of
the workplace. However, nearly a quarter of respondents believe that
communications agencies (advertising, PR, digital and media) do not leverage
AI as much as they could for their clients – citing a lack of AI expertise and a
lack of understanding of how to apply AI as the main reason for this. AI-
focused education and trainings both on agency and client side are key to
comprehend, apply and fully reap the benefits brought on by the expansion
of AI.”
Sebastian Hejnowski
CEO MSL, Central and Eastern Europe
most concern our
respondents in Poland:
Data security
& consumer
privacy
Criminal use of
AI technologies
38% 25%
How ready do you think consumers in Poland are for AI-enabled engagement with the brands?
Meanwhile, 23% say their companies are using AI in their customer experiences, and 20% say AI is being used to
deliver personalized products and services to individual customers
18%
Already engaging
22%
ready to engage
22%
ready to engage
20%
17%
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UK
What our respondents in the UK think AI's impact on the future
of brand communications will be:
How important do you think AI education & training is for today's marketing and
communications leaders?
Although the majority of our respondents from the
UK place a high priority on learning about AI,
only a few consider themselves to be experts
in the subject.
Please say whether you agree or disagree with the
following statement: "With respect to
understanding Artificial Intelligence, especially how
it can be applied to business, I would consider
myself an expert."
Not a priority
at all
12%
25%
Low priority
30%
Very high
priority
32%
Fairly high
priority
Strongly Agree 25%
Strongly Disagree 22%
Somewhat Agree 29%
Somewhat Disagree 24%
Not at all
Somewhat
important
Important
Very Important
9%
22%27%
42%
41%
Positive
Negative
12%
Both
positive and
negative
47%
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How the communications industry in UK is implementing AI in their work:
9%
13%
34%
15%
12%
10%
21%
14%
15%
13%
16%
16%
13%
23%
22%
Most of our respondents in the UK - 34% - say their companies worry about AI
and do not want to experiment with it, and only 15% say their companies are
currently hiring talent with AI skills
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How ready do you think consumers in the UK are for AI-enabled engagement with the brands?
most concern our
respondents in the UK:
Data security
& consumer
privacy
Job losses
48% 29%
What our respondents in the UK think about consumers' readiness for
38%
Already engaging
21%
ready to engage
15%
ready to engage
16%
10%
“Artificial intelligence in communications is here to stay and it has an
increasingly important role in our day to day lives. However, we don’t believe
it will, or should replace human intelligence, particularly in our core
competencies of creativity and strategic consultancy. UK participants took a
typically balanced view to AI’s future potential, with 33% of respondents from
this market confident that AI will increase jobs for communications
professionals (one of the highest percentages of all markets surveyed) while
47% believed that there were both positive and negative implications from
the technology – the most sceptical of all the markets surveyed.”
James Parsons
CEO, MSL UK
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USA
What our respondents in the USA think AI's impact on the future
of brand communications will be:
8%
Not a priority
at all
10%
Low priority
30%
51%
Very high priority
Not at all
Somewhat
important
Important
Very Important
5%
11%23%
60%
Negative
6%
Both
positive
and
negative
29%
Positive
65%
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How the communications industry in the USA is implementing AI in their work:
12%
16%
41%
19%
16%
13%
22%
19%
19%
17%
21%
22%
18%
23%
22%
How the communications industry in the USA is implementing AI in their work
While a majority of our respondents in the USA think AI training is important
for the workforce, only 22% say their companies are currently investing in
AI training.
Meanwhile, 41% say their companies are currently using AI tools, and 23% say
AI is improving their manufacturing and production efficiency.
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What our respondents in the USA think about consumers' readiness for
How ready do you think consumers in the USA are for AI-enabled engagement with the brands?
most concern our
respondents in the USA:
Data security
& consumer
privacy
Criminal use of
AI technologies
63% 14%
13%
ready to engage
14%
ready to engage
58%
Already engaging
6%
7%
“The survey results show that most people are currently using AI tools for e-
commerce, manufacturing or production, but not really for
PR/advertising/marketing. As we can see, only 11% say their companies are
using AI for advertising and media buying. Could be something interesting
there about what AI would mean for digital advertising. AI could theoretically
run your whole campaign – pull a bunch of images based on keywords, write
its own copy, shuffle around creative and copy until it finds the best
performing combos, figure out which platforms things perform best on, shift
the budget around as needed, etc. – where, if anywhere, will there still be a
need for human insight/strategy? Or how AI will affect influencer marketing –
would it improve influencer marketing by making it more accurate, make it
more important because as AI rises more people will be looking for the
“personal” connection, or make it obsolete because people realize that
influencer marketing is being driven by AI/algorithms like everything else?”
Amar Braithwaite
SVP, Head of Digital and Social, MSL NA
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