Marketers remain divided on the use of AI in their work, but its growing adoption shows no sign of slowing. As usage continues to increase, so does the regulator’s interest.
On 1 July, Not Financial Advice (NFA) held its second session, a forum created to bridge the gap between marketing and compliance teams in financial services. The discussion centred on the rise of AI, its growing influence, and how marketers feel about adopting the technology.
AI sparks mixed reactions
Overall, sentiment in the room towards using AI in marketing was mixed. Some attendees pointed to its value in streamlining tasks, especially when creating social media content, while others emphasised the convenience of having powerful tools readily available at their fingertips.
Some pushed back against the narrative that AI will replace creative jobs, which is a headline that has been gaining traction. As one attendee put it, it’s not that AI will take someone’s job, but rather that the person using AI is more likely to replace the one who isn’t.
Another attendee noted the irony that those most fearful of AI are often the least at risk of being replaced by it. For example, a head of content brings years of experience and instinct that tools like ChatGPT simply can’t replicate. Yet it’s often the more experienced, older professionals – whose skills are the hardest to automate – who express the most concern.
Meanwhile, others observed that concerns are already spreading within businesses, with creative professionals reporting feelings of redundancy or fear that their roles may be diminished or eliminated. This shows that AI is already creating genuine workforce challenges for organisations.
A key theme during the session was that the growing reliance on AI is leading to less creative output. Several attendees warned that many campaigns risk becoming “basic, repetitive, and uninspiring fluff.” With everyone using the same tools drawing from similar data sources, concerns about unoriginal and lacklustre content are mounting.
Despite the concerns surrounding AI, a clear consensus emerged that marketers recognise the need to embrace the technology. While some remain vocal in their reluctance to adopt AI, many agreed it is essential to engage with the technology and keep pace with evolving trends. This is particularly important in B2B sectors where clients are increasingly demanding it.
Regulators struggle to keep up with AI use
Even though opinions on AI are still mixed, its use is clearly on the rise. This trend is likely to continue as more leaders encourage their teams to embrace the technology.
A main takeaway from the session was that as AI use increases, regulators are paying closer attention to how it’s being used.
However, there was widespread agreement during the session that regulating AI presents a significant challenge. Many felt regulators have arrived too late to keep up, as their slow decision-making makes it hard to control a technology that is already so widespread.
One participant suggested that at some point, regulators and government bodies will try to impose stricter controls to “put a lid on” AI use. Yet, with the “Pandora’s box” now open, stopping the spread of AI seems almost impossible once it’s in the hands of eager users.
This view resonated with others, who noted that while more regulation attempts are likely, AI has already advanced too far. Instead, there may be a natural shift toward self-regulation as users become more aware of the technology’s limits and potential risks.
As one attendee said: “Everyone is using ChatGPT. Everyone has a license to use it. Now we’re getting policies. You’ve already given everyone a license and now you’re asking the people who are already using it, how to limit what they’re doing with it. This is counterintuitive.”
Regulators may be keen to roll out AI policies, but the feeling is clear that AI is already too widespread to be tightly controlled now. This widespread use looks set to grow as more leaders are pushing their teams to embrace the technology, despite mixed personal views.