Dive Brief:

As the use of AI expands into a growing array of marketing functions, Bynder'sstudy suggests marketers are concerned with how the technology will impact creativity and branding. Brand building is a top priority for marketers in 2020 following a period when many turned their focus to driving short-term performance lifts.

However, marketers'concerns over automation do not seem to be impacting investments, as most are still ramping up their tech stack and partnerships with martech companies.

"Marketing organizations readily adopted technology for analytics, digital channels and other functions that clearly benefit from automation, said Andrew Hally, SVP of global marketing at Bynder, in a statement. "The challenge ahead is to harness emerging technologies like AI to maintain creative excellence while satisfying business demand for growing volumes and faster delivery."

The Bynder report follows a December study by the Advertising Research Foundation that highlighted how different approaches to data causes tension on marketing teams. That report revealed how researchers and creatives or strategists approach research and data is preventing creative efforts from reaching their full potential. Only 65% of creatives and strategists believe research and data are important for the creative process, while 84% of researchers found it to be key, according to the report. These varying perspectives illustrate that technology can cause issues among marketing teams, despite being foundational to modern day marketing.

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56% of marketers think AI will negatively impact branding in 2020, study says - Marketing Dive