Artificial intelligence is changing work processes in many sectors, but one that has made a strong impact is advertising and marketing. Canva, a company whose visual communication tool incorporates artificial intelligence, has commissioned a survey of more than 4,000 creative and marketing professionals (more than 500 Spaniards) about their positions regarding generative AI. Key results specific to Spain include:

Generative AI is quickly becoming a staple of the modern working world. 96% of creative and marketing leaders are comfortable with the rise of generative AI, and more than 80% already consider it an essential part of their creative tools.
    AI is unlocking productivity and elevating creativity. The majority (78%) agree that AI-based tools reduce the minutiae of repetitive tasks, freeing them to focus on the more creative and exciting parts of their role. 73% say that generative AI tools improve their team's creativity and save them at least 2-3 hours a week. More than a third (39%) of teams save between 4 and 5 hours per week on creative projects. As for the minority (20%) who believe that generative AI tools limit their team's creativity, the most common objection (44%) is that they prevent the development of original ideas.
    Generative AI is transforming the content creation process. Marketers and creatives are tasked with creating large volumes of content, which is why many are turning to AI for help. The majority (84%) have used generative AI to create written content, generate unique images (83%) or edit images and videos (85%). Looking ahead to the next 5 years, less than half (47%) believe that generative AI tools will be better than humans at creating visual images.
    The AI ​​ecosystem is fragmented and complex. More than two-thirds (74%) believe there are already too many generative AI tools, and more than half (60%) feel overwhelmed by the learning curve. While most are excited about the opportunities to elevate creativity, 58% feel pressured to use it to keep up with change and 51% say they don't know how to get the most value from technology.
    Concerns about data privacy persist. The ability of generative AI tools to process data and generate sensitive information has raised some concerns. Most ranked risks related to customer data (72%), company data (73%) and personal data (69%) as their top concerns, above job loss, plagiarism and bias. Organizations are addressing these risks, with more than half (58%) saying their company has established strict guidelines for the use of generative AI.

https://www.marketingnews.es/investigacion/noticia/1179517031605/opinan-creativos-y-responsables-de-marketing-de-ia-generativa.1.html