Marketing executives grapple with AI adoption, Fiverr study finds

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.