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In a significant development, German companies and brands are increasingly embracing artificial intelligence (AI) for advertising and marketing content creation. This trend is particularly prevalent among B2B firms, many of which are adopting AI-driven sales and marketing tools, according to a survey conducted by Ipsos, one of the world's leading market research companies.
The survey, which included 23,216 respondents from 30 countries, revealed that major sectors with growing AI marketing expenditures include technology and retail businesses like REWE. Midsize companies are also preparing for AI integration to boost efficiency and content creation.
However, the survey also highlighted some concerns among Germans. A significant 43% of respondents expressed mistrust towards AI-generated product reviews, and only 22% trust companies more when they use AI for advertising content. Germans also demonstrated less trust in AI compared to other countries, especially in combating misinformation, with only 48% expressing trust, compared to a global average of 66%.
Despite these initial skepticisms, acceptance of AI in Germany is growing. Christoph Preuß, CEO of Ipsos Germany, commented that there is a positive attitude trend towards the use of AI in Germany. In fact, 49% of Germans believe that the benefits of AI outweigh the drawbacks, an increase compared to 2023.
One of the primary concerns about AI is its potential to exacerbate misinformation and negatively impact the job market. The survey revealed that 46% of Germans fear that AI could worsen misinformation, while 38% are concerned about its impact on the job market.
Opinions on the use of AI are divided, with 46% feeling nervous and 45% being enthusiastic. Nevertheless, 59% of Germans expect AI to significantly change their lives in the next few years.
Transparency is a central issue, as 79% of respondents demand that the use of AI be disclosed. Germans also prefer content created by humans over AI, especially on marketing websites (60%) and in photojournalistic contributions (73%).
Despite these preferences, many Germans believe that AI will increasingly take over tasks such as creating advertising content (73%) and news (63%) in the future. This growing willingness and pressure to use AI in knowledge work, according to Preuß, is a sign of the times.
The survey also found that 40% of Germans know in which products AI is used, and 40% have experienced efficiency gains in their daily lives through AI. Furthermore, 44% expect improvements in entertainment offerings.
In conclusion, while Germans remain critical of AI-generated product reviews and are skeptical about its use in businesses, there is a growing acceptance of AI in Germany. This shift in attitude and usage is expected to continue as more companies integrate AI into their marketing and sales functions. However, transparency and human-led content remain important concerns for the German public.
