AI is making us more creative: Australian marketers

Australian marketers are more positive about generative AI’s creative function than their international peers, with 77% declaring the technology had enhanced their team’s creativity, in a global survey by Canva.

Across the nine countries surveyed, Australia was one of the most receptive regions to trialling generative AI in the workplace, and ranked highest globally when asked if the technology was enhancing creativity.

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More than two-thirds (68%) said generative AI is saving their teams at least 2-3 hours per week. This is done by, for example, using AI-powered tools to reduce the minutia of repetitive tasks, which 79% said freed them up to focus on more creative and meaningful parts of their role.

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But Australian marketers also have their own worries. The top two concerns with using AI in creative tasks are bias or discrimination against AI-generated content, and the safety of personal data.

At the same time, more than half (55%) are already overwhelmed by the learning curve of generative AI tools, and 41% feel pressured to use them to keep pace with change.

“Tighter budgets, increased content demands, and non-stop deadlines have led marketers to embrace generative AI tools to scale their output,” said Natalie Schwartz, global head of brand marketing at Canva.

“Our findings reinforce the fact that AI-powered tools are breathing new life into creativity and productivity for marketers, a profound impact we see firsthand as a visual communication platform.”

Canva commissioned Morning Consult to survey 4,050 business leaders in marketing and creative roles, including 316 in Australia.


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