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The 2024 Gen AI x Comms Industry Impact Report leverages survey data from 301 respondents and qualitative insights from 11 industry contributors, to build upon the 2023 edition.
The 41-page report produced by Media Collateral in partnership with State of Digital Publishing (SODP) documents an industry in a state of flux – with adoption, use-cases, fears, hopes and frustrations rapidly evolving, since the inaugural Gen AI x Comms Report in Dec 2023.
SEO Disruption
76% of respondents believe Gen AI will significantly disrupt or even make SEO obsolete, highlighting the need for adaptation in the digital landscape.
Increased Adoption and Deeper Integration
Gen AI adoption has risen to 80% in 2024, with a significant shift towards full integration into daily tasks (from 18% in 2023 to 24% in 2024).
Future of Work Optimism
Fears of job losses have subsided. 22% of respondents now believe Gen AI will create more job opportunities, a 12% increase from 2023.
Shifting Sentiments
Marketers’ initial enthusiasm has tempered, with many scaling back from deep integration and returning to the experimentation phase. In contrast, journalists show signs of overcoming initial resistance to Gen AI, with a significant increase in the exploration phase (from 15% to 33%).
Evolving Use Cases
Content generation remains the primary use case, but there’s a notable surge in using Gen AI for video and design creation, as well as more tactical applications, such as audience sentiment analysis and predictive content targeting.
Persistent Challenges
Fear of inaccuracies (72%) and ethical concerns (50%) remain top challenges, underscoring the need for responsible AI governance and transparency.
The report is brought to you by Media Collateral in partnership with State of Digital Publishing.
Media Collateral transcends conventional content marketing, offering rigorous, research-driven solutions for complex communication challenges in this new digital age. Andrew Thompson is the founder of Media Collateral, and editorial and research manager. He is the lead author of the research. Andrew’s work lies at the nexus of human communication and the evolving digital landscape. As a journalist, researcher, and media advisor, he has authored and developed editorial content for The Guardian UK, The Australian Financial Review, ABC News, The Australian, and The Sydney Morning Herald. Andrew partners with organisations to develop editorial and research content strategies and campaigns.
State of Digital Publishing (SODP) is a startup market research publisher, producing a publication and community for digital media publishing professionals, content and media owners, in new media and publishing technology. Vahe Arabian is the founder of SODP. He is a co-author of the research. Vahe is a 15-year SEO and audience growth veteran, content strategist for publishers, and explorer of digital media and technology trends. In his vast experience of working with digital publishing companies, he has helped publishers of all sizes exponentially increase their reach through concise SEO strategies and effective editorial workflows that reflect their business and monetisation model.
Vahe Arabian
Founder and Director, State of Digital Publishing
Andrew Thompson
Manager, Editorial & Research, Media Collateral
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