Survey: Most Marketing Executives Feel Negatively About AI

Fiverr unveiled its second annual Marketing Executives report from Fiverr Pro, its premium product for medium to large businesses. In collaboration with Censuswide, Fiverr surveyed 503 US marketing leaders. The report shows growing reliance on freelancers, “AI anxiety” among marketing executives, and greater focus on flexibility, among other trends.

As many as 69% of marketing executives report hiring freelancers at a higher rate than last year and consider them crucial contributors to company success. As Maya Roisman, General Manager at Fiverr Pro, puts it, marketing leaders no longer view freelancers as “just a bonus; they’re productivity game-changers” and “aren’t just here to pick up the slack-they’re here to help you win.”

Survey results show that freelancers indeed deliver long-term value to the companies they work for. A significant 70% of marketing executives have transitioned freelancers into full-time roles, and almost all (99%) are likely to recommend hiring independent talent to other marketing executives.

In a world where speed and flexibility define success, freelancers are integral to a company’s competitiveness,” Roisman emphasizes.

The survey shows that 63% of marketing leaders now involve freelancers in at least one of four projects. As companies are cutting on full-time employees due to economic challenges, over a quarter of marketing execs rely on freelancers to fill skill gaps.

Marketing executives are particularly interested in freelancers proficient in new technology, especially AI. Interestingly, even two years after OpenAI’s ChatGPT launch sparked a worldwide AI revolution, marketing leaders are very concerned about AI’s impact on their industry. Sixty-three percent of them admit feeling negatively about AI.

Most of the marketing executives surveyed describe Q2 and Q3 as the most challenging periods of the year, and this is when they are most likely to hire freelancers. Over half of them consider outsourcing brand management and other critical skills to independent experts during these stressful periods.

Freelancers joining permanent teams have contributed to more flexible Return to Office (RTO) policies. Namely, 87% of marketing executives maintain some form of RTO policy this year, a decrease from 95% from the previous year. Thirty-nine percent of marketing executives require employees to show up in the office at least four days a week, but those frequently relying on freelancers tend to be more flexible (43%).

In addition to remote work and flexible schedules, marketing executives report better retirement plans as the most common benefits that help attract and retain talent.