The study, which features findings from 500 UK CEOs, revealed 25% of those surveyed had to disciplined a member of staff for AI misuse this year.

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This comes as one-third said they worried that AI could be used to mislead customers and lack AI regulation have made them concerned about data privacy threats.

Meanwhile, over half of those polled (51%) said they were planning to introduce a formal code of conduct for AI use to ensure that staff use the technology responsibly.

A further 50% were also planning to send staff on an AI awareness course to increase awareness of its risk.

Commenting on the figures, Investigo, CEO Derek Mackenzie, said: “AI is a very powerful technology, but bosses shouldn’t be afraid of using it. In many cases, problems occur because organisations struggle to understand how best to use the technology as well as having skillsets to deploy it correctly.

“That’s why it’s crucial to have a clear code of conduct in place as well as equipping workers with skills they need to operate AI tools responsibly.”

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According to search-driven content agency No Brainer, which surveyed 500 UK marketing decision-makers, 17% said search engine updates and volatility were the biggest challenge for 2024.

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This was closely followed by in-house skills and up-skilling (16%), anxiety about being replaced by AI (16%), landing media coverage relevant to target customers (15%) and attribution and ROI (15%).

Other challenges included maintaining and growing visibility on search (15%) and market and competitor activity (14%).

However, despite many are AI-induced anxiety around job security, 14% of those surveyed revealed another challenge of the year is understanding about AI could be used.

No Brainer, Managing Director, Gary Jenkins said: “Search, marketing, and PR are industries that have always experienced volatility and change – it’s something many of us working in these industries are used to, and embrace. However, in recent years this seems to have hit new levels and that doesn’t seem to be going to change any time soon.

“There’s a huge amount of complexity and convergence in marketing now, and what agencies like us have to do is help marketing and PR leaders adapt to the shifting landscape in new ways – managing and mitigating the risks, but also seizing the opportunities there for the taking.”

He added: “In an industry historically blighted by burn-out and poor mental health, it’s so interesting to see the threats posed to marketers’ careers by AI is adding another complex layer to those challenges.”

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According to Billion Dollar Boy’s, AI as a Creative Muse: How Generative AI is Influencing the Creator Economy, which surveyed 6,000 consumers, creators and marketers across the US and UK found here in four marketers plan to increase investment in generative AI creator content this year, with two-thirds re-allocating budget from other marketing channels.

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The data also revealed that 60% of consumers stated they prefer a new style of AI creator content compared with traditional creator content.

Some 81% of creators reported better engagement on their AI content. Meanwhile, 87% support clearer regulation of generative AI in the creator economy.

However, while transparent content labelling was among the top two concerns for consumers and marketers, it was the second least important for creators, raising concern as three in five (61%) consumers are unsure whether or not they’ve engaged with generative AI creator content, the research revealed.

Billion Dollar Boy, Global Chief Marketing Officer, Becky Owen said: “Our research reveals a strong appetite for generative AI in the creator economy, with the consensus that it’s improving the quality and diversity of creator content – supported by strong performance results – while also providing efficiencies and solutions. It can alleviate workload; offer cost-effective production at speed and scale; reinvigorate product-centric assets; and combat creative fatigue.

“But concerns around the misuse of the technology mean brands and creators must implement it responsibly and intentionally. In the accelerating race to invest, those who do so strategically will reap the rewards as we move out of the early adoption phase and into an era focused on refining generative AI creator content and exploring new innovations.”

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In an announcement, the trade body revealed the Artificial Intelligence Act was endorsed by MEPs with 523 votes in favour, 46 against and 49 abstentions.

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The regulation aims to protect fundamental rights, democracy, the rule of law and environmental sustainability from high-risk AI, which includes critical infrastructure, education and vocational training, alongside certain systems in law enforcement, migration and border management.

Meanwhile, it also hopes to boost innovation across Europe “as a leader in the field”.

Civil Liberties Committee, Co-Rapporteur Dragos Tudorache (Renew, Romania) said: “The EU has delivered. We have linked the concept of artificial intelligence to the fundamental values that form the basis of our societies. However, much work lies ahead that goes beyond the AI Act itself.

“AI will push us to rethink the social contract at the heart of our democracies, our education models, labour markets, and the way we conduct warfare. The AI Act is a starting point for a new model of governance built around technology. We must now focus on putting this law into practice”.

Internal Market Committee Co-Rapporteur Brando Benifei (S&D, Italy) added: “We finally have the world’s first binding law on artificial intelligence, to reduce risks, create opportunities, combat discrimination, and bring transparency. Thanks to Parliament, unacceptable AI practices will be banned in Europe and the rights of workers and citizens will be protected.

“The AI Office will now be set up to support companies to start complying with the rules before they enter into force. We ensured that human beings and European values are at the very centre of AI’s development”.

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According to a study by intelligent enterprise solutions provider SAP.com, which ranked the top 10 earning-virtual influencers, revealed brands such as BMW and Balenciaga have already embraced virtual influencers.

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This comes as Warner Music recently gave virtual influencer, Noonoouri, a record deal.

By analysing their follower numbers and utilising an Instagram earnings calculator, the study estimated potential earnings for each sponsored post, which revealed Lu do Magalu is the AI influencer with the highest earning potential from a sponsored Instagram post at around £26,700.

Miquela Sousa, who has previously collaborated with Samsung, was ranked second among AI influencers with the highest earning potential on Instagram, with it being estimated that she could earn up to £12,900 per Instagram post.

Leya Love was ranked third with an estimated £3,900 per sponsored Instagram post, followed by Alara X, £3,600 and Thalasya Pov, £3,300, respectively.

The news comes as fashion house, Coach, recently launched a new campaign,”Find Your Courage”, pairing virtual influencer imma and celebrities including Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan to showcase its new Spring collection.

Set in a virtual universe, the campaign features a story about finding the courage to discover what it means to be real in your own way.

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Samsung has predicted 2024 will be “the year of AI”, claiming that the programme offers “endless possibilities”.

Speaking to Mobile Marketing Magazine, Samsung Marketing and Omnichannel Director, Annika Bizon said: “Whilst it’s [AI] already started to take flight and become a conversation starter, as a marketer myself I’m fascinated by the endless possibilities.”

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According to Bizon, who has been with the mobile giant since June 2021, not only does AI assist in asset creation, “but we are also entering an era where artificial intelligence can help adapt these assets based on what the live performance data is telling us.”

She added: “If brands can harness this technology in the right way, we can revolutionise the way we are communicating to customers within our marketing.”

The news comes as Kantar revealed AI “will find a way” next year, as 67% of marketers said they feel positive about the possibilities of Gen AI.

“A culture of continuous learning and data-driven decision-making is essential for marketers to navigate the technical and cultural shift we are living,” Kantar Global Thought Leader for Media, Gonca Bubani, said.

“But technology without human ingenuity is inconsequential, and that’s the nuance that comes from the intersection of meaningful data and expertise. Marketing Trends 2024 distils in a practical guide the necessary tools and knowledge marketers need to stay on the front foot.”

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Around 62% of marketers have said generative AI will augment human creativity, enhancing unique human qualities such as intuition, emotion, and context understanding, according to new research.

According to Capgemini Research Institute’s latest report ‘GenAI and the evolving role of marketing: A CMO’s Playbook’, organisations are already investing in the tool, with 62% of their total marketing technology budget being spent towards it.

The research also claimed that 47% of those surveyed have allocated teams for the implementation of generative AI in marketing.

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As a result, 57% of marketers expect generative AI to act as a catalyst for unlocking new creative possibilities, particularly when collaborating between human and AI-driven innovation. 

In the next two to three years, marketers already using generative AI expect it will be applied across data analysis (90%), search engine optimisation (89%), customer services (89%), content creation (88%) and image and video generation (86%). 

Gagandeep Gadri, Managing Director of Frog, part of Capgemini Invent, said: “The future of marketing will undeniably be influenced by the widespread adoption of generative AI to deliver personalised content and communication; its value realisation will need a fusion of strategic choices, human-centred creativity and a good understanding of the art of the possible in a very fast-moving space.

“In many ways, this feels like the Digital boom from 20 years ago, where the brands that succeeded were those that stayed true to their values but were brave and bold on how digital could deliver growth for their business. The same will apply to generative AI.”

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Apple has released a new advert to promote its new software update, showcasing voice-preservation technology which allows users to recreate their own voice to ensure that it’s”never lost”.

Directed by Oscar-winning director Taika Waititi, the phone giant’s new campaign features a young girl helping a giant mystical creature to find its ‘lost voice’ in the wilderness.

After searching throughout the forest and seas, it is revealed the narrator is in fact voiced by the girl’s father, who appears to have lost his voice due to an illness, however, through Apple’s technology he has managed to preserve it.

The whole advert is entirely narrated by AI-generated speech.

Starring disability advocate and physician Tristram Ingham, the ad was released in support of the International Day of Persons with Disabilities.

Ingham said: “Disability communities are very mindful of proxy voices speaking on our behalf. Historically, providers have spoken for disabled people, family have spoken for disabled people.”

“If technology can allow a voice to be preserved and maintained, that’s autonomy, that’s self-determination. When you have something that is so precious – a taonga, a treasure – I think we should do anything we can to make sure we keep hold of that.”

“At Apple, we design for everyone, and that includes individuals with disabilities,” Apple Senior Director of Global Accessibility Policy and Initiatives Sarah Herrlinger added.

“Communication is a crucial part of what makes us human, and we’re committed to supporting nonspeaking users as well as those who may be at risk of speech loss.”

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Ofcom has revealed that 58% of internet users are concerned about the future of Generative AI in society.

According to Ofcom’s 2023 Online Nation report, internet users are “conscious” of the potential risks of generative AI, as it was revealed that 79% of teenagers online aged between 13 and 17 are now using generative AI tools and services.

According to the report, UK Teenagers and children are far “more likely” to adopt generative artificial intelligence (AI) compared to adults.

The report also revealed that 40% of younger children aged 7-12 are also adopting the technology, with Snapchat My AI, which became freely available to all Snap users in April this year, being named the most popular generative AI tool among children and teens.

According to the research, Snapchat My AI is used by over 51% of online 7–17-year-olds.

ChatGPT is the most widely used generative AI service among internet users aged 16 and above (23%), it added.

“Getting rapidly up to speed with new technology comes as second nature to Gen Z, and generative AI is no exception,” Ofcom Group Director of Strategy and Research, Yih-Choung Teh said.

“While children and teens are driving its early adoption, we’re also seeing older internet users exploring its capabilities, both for work and for leisure.”

However, Teh added that the trade body also recognises that some people are concerned about what AI means for the future.

He said: “As online safety regulator, we’re already working to build an in-depth understanding of the opportunities and risks of new and emerging technologies so that innovation can thrive, while the safety of users is protected.”

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