AI anxiety persists in marketing industry: A new Fiverr survey reveals that marketing executives in the U.S. continue to express concerns about artificial intelligence’s impact on their field, despite its growing prominence.
- 63% of marketing executives surveyed remain worried about AI’s effect on the industry, indicating a cautious approach to integrating AI-driven technologies.
- This persistent anxiety suggests that many marketing leaders are still grappling with how to effectively incorporate AI into their strategies without disrupting established practices.
Freelancers become integral to marketing teams: The report highlights a significant increase in the utilization of freelance talent to fill skill gaps and maintain operational efficiency.
- 69% of marketing executives report an increase in freelancer utilization this year.
- For 63% of surveyed leaders, freelancers contribute to at least one out of every four projects.
- 28% of marketing executives are turning to freelancers to cover skill gaps left by workforce reductions.
Flexible work arrangements gain traction: There’s a noticeable shift towards more flexible work policies, particularly among companies that frequently use freelancers.
- While 87% of executives maintain some form of return-to-office (RTO) policy, this is a decrease from 95% in 2023.
- 43% of companies frequently using freelancers offer more flexible office policies, reflecting a trend towards hybrid workforce models.
Seasonal challenges drive outsourcing: Marketing executives identified specific quarters as particularly challenging, leading to increased consideration of outsourcing critical functions.
- Q2 and Q3 were reported as the most challenging times of the year for marketing teams.
- Over 50% of respondents are considering outsourcing brand management and other vital functions to freelancers during these high-stress periods.
Long-term value of freelance talent: The survey results indicate that marketing executives recognize the potential for long-term relationships with freelancers.
- 70% of marketing executives have transitioned freelancers into full-time roles, demonstrating the value they place on freelance talent.
- An overwhelming 99% of marketing executives who frequently use freelancers are likely to recommend hiring freelance talent to other industry leaders.
Methodology and data collection: The research provides a comprehensive snapshot of current trends in marketing workforce management.
- Censuswide conducted the survey among 503 U.S. marketing executives from companies with 50 or more employees.
- Data was collected from June 8, 2024, to August 15, 2024, following established market research principles and ethical guidelines.
Implications for the marketing industry: The survey results suggest a paradigm shift in how marketing teams are structured and managed, with potential long-term consequences for the industry.
- The increasing reliance on freelancers may lead to more agile and adaptable marketing teams, capable of quickly responding to market changes and skill demands.
- The persistent AI anxiety highlights the need for better education and training programs to help marketing professionals adapt to and leverage AI technologies effectively.
- The trend towards flexible work arrangements could impact office space requirements and company culture in the long term, potentially reshaping the traditional marketing workplace.
Fiverr Survey Reveals Persistent AI Anxiety Among Marketing Executives
