78% of Indian marketers confident and eager to adopt AI tools: LinkedIn research

A recent study by LinkedIn has revealed that 78 per cent of marketers in India are ready to embrace Artificial Intelligence (AI), expressing confidence in their ability to use this technology effectively. The research also highlights that a substantial 83 per cent of Indian marketers anticipate significant changes in their work processes within the coming year, with 47 per cent hoping for increased productivity facilitated by AI. Moreover, an overwhelming 93 per cent believe that AI will provide crucial support, allowing teams to foster innovative thinking.

As businesses strive for greater market presence and seek to enhance audience engagement through creativity, AI emerges as a pivotal tool. It enables marketers to redirect their focus from hunting potential buyers to engaging in higher-value tasks, such as interacting with customers. The research tells that marketers intend to deploy AI for routine tasks like summarising lengthy content (88 per cent), generating initial drafts of written material and presentations (82 per cent), and assisting in problem-solving (83 per cent).

In India, a significant 68 per cent of marketers are currently utilising AI, with 45 per cent experimenting with tools like ChatGPT. LinkedIn’s ‘B2B Marketing Benchmark’ report further indicates that 87 per cent of B2B marketing leaders in India plan to escalate their adoption of generative AI in the upcoming year.