RRD Study Shows the Impact of COVID-19 on Marketer Perceptions of Artificial Intelligence/Machine Learning, Shifting Investment Priorities and Effectively Connecting with Consumers

New research finds a 4x increase in personal concerns about AI/ML and greater struggles with data management, analytics, and creative for marketing professionals

R.R. Donnelley & Sons Company, a leading global provider of marketing and business communications, released The Pivot Report, which compares pre- and intra-COVID-19 priorities for marketers and their approaches to developing effective campaigns”(RRD).

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“It’s no surprise that marketers are in a state of transition and have made a number of pivots as a result of the pandemic.”

RRD surveyed 250 U.S. based marketers across a variety of industries in both late 2019 and mid-2020 to conduct a comparative analysis of perception changes driven by COVID-19. These survey results indicate that the global pandemic has significantly impacted marketer attitudes toward artificial intelligence (AI) and machine learning (ML), the importance of data management, and how companies emotionally connect with consumers.

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“In 2020, COVID-19 changed everything, including marketing — and our latest round of market research indicates several major shifts in how people are thinking,” said Doug Ryan, President of RRD Marketing Solutions. “It’s no surprise that marketers are in a state of transition and have made a number of pivots as a result of the pandemic.”

Views on AI and ML have dramatically shifted

In the 2019 survey, only 14% of marketers were concerned that AI and/or ML would limit their personal growth. When asked the same question in Q2 2020, that figure increased to 59% of respondents being concerned. Amongst age groups, the youngest participants shared the most concern, with 75% of marketers aged 25-40 now being “somewhat” or “very concerned” with the emphasis on AI or ML on their personal growth — compared to just 12% in 2019.

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