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BRAZIL
What our respondents in Brazil think AI’s impact on

the future of brand communications will be:
1%
Negative
34% Respondents in Brazil are largely positive about AI's impact on the
Both communications professional's role 55% think communications
positive
66% and
professionals will need to equip themselves with more AI skills,
Positive negative and 26% say AI will result in an increase in jobs
Their priority on educating themselves about AI:
47%
Very high priority
40%
Fairly high priority
9%
Low priority
4%
Not a priority
at all
92% think AI education and training for marketing leaders is important.
60%
Very Important
33% 7% The organizations they work for clearly

Important feel the same way.
Somewhat
42%
important
1%
Not at all
How important do you think AI education & training is for today's say their firms are currently investing
marketing and communications leaders? in AI training for the workforce.
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How the communications industry in Brazil is implementing AI in their work:
39% say their companies are currently using AI tools,

and 33% say incorporating AI has helped improve productivity
My firm is currently investing in training and educating our workforce in AI 42%

We are currently using AI tools 39%
Incorporating AI has helped improve productivity at my firm 33%
AI is used in my firm's customer communications 30%
Incorporating AI has helped us improve my firm's creativity 29%
Incorporating AI has helped us cut time and deliver our products and services with greater speed 28%
My firm uses AI to deliver new value-added products and services to customers 27%
Incorporating AI has created better customer experiences at my firm 26%
AI helps us manage and easily recall the knowledge we hold in our company 26%
AI is used in my firm's internal communications efforts 26%
AI is improving our manufacturing and production efficiency 25%
My organization is currently hiring talent with specific AI skills 24%
My firm uses AI to deliver personalized products and services to individual customers 22%
AI is used as part of my firm's advertising and media-buying processes 20%
My firm worries about AI and does not want to experiment with it 11%
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What our respondents in Brazil think about consumers' readiness for
AI-enabled engagement with brands:
42%
Already engaging
23%
Not engaging, but somewhat
ready to engage
17%
Not engaging, but very
ready to engage
12%
Not engaging, and are still a year
or two from being ready to engage
6%
Not engaging and won't be for
at least three years or more
How ready do you think consumers in Brazil are for AI-enabled engagement with the brands?
Looking at the next 5
53% 22%
Data security Criminal use of
years, AI-related issues that & consumer AI technologies
most concern our privacy
respondents in Brazil:
“This research brings a positive light into the AI landscape in Brazil. The theme has become priority – or fairly priority –
for more than 86% of participants and 62% of them acknowledged AI to be part of their organization’s 5-year strategy.
With a huge impact in branding and positioning (68%) and in the go-to market customer experience companies will
offer (76%). This requires Communications agencies to respond to it, offering as much as they can in terms of
solutions – in fact, 64% of interviewees think this is already happening.
But ‘offering as much as they can’ is just the beginning. The fact is that indexes of what companies are currently using,
the reality shows that the item that scores higher is the current investments in training and educating workforce in AI –
and this relates to 42% of all replies. Every other item scores around 30%, even media-buying (20%) or personalized
services to individual customers (22%) or other automated processes – these are still just scratching the surface.
There is still a long way to go in terms of real applications – a natural process of any new technology adoption curve. A
clear exciting market opportunity for agencies that prepare to offer real strategic thinking about how AI can be used
and also the ability to implement programs as well.
The tip of the iceberg has been conquered. Now it’s time for Brazil to go further.”
Carolina Fullen
Innovation/New Business Director, MSL Brazil
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CHINA
What our respondents in China think AI’s impact on the
future of brand communications will be:
1%
Negative
34%
Both This positive outlook is reflected in how they think AI will impact
positive communications professionals:
and
78% negative
Positive A significant 42% say AI will increase jobs for communications
professionals in the next 5 years
56%
39%
Very high priority
4%
Low priority
1%
Not a priority
at all
59% The organizations they work for clearly

Very Important feel the same way:
35% 6%
Important
46%
Somewhat
important
How important do you think AI education & training is for today’s say their firms are currently investing
marketing and communications leaders? in AI training for the workforce.
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How the communications industry in China is implementing AI in their work:
42% say their companies are currently using AI tools, and a significant number
say it has improved internal functions

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What our respondents in China think about consumers’ readiness for AI-enabled
engagement with brands:
43%
Already engaging
37%
Not engaging,
but very ready to engage
16%
ready to engage
5%
Not engaging, and are still a year or
two from being ready to engage
How ready do you think consumers in China are for AI-enabled engagement with the brands?
67% 15%
respondents in China:
“In China, we know that all brands are looking forward to know how AI can
benefit their business and communication, and while several are hands-on in
implementing AI in their work – basic functions like semantic recognition is
already being used in different areas and for several brands - many still have a
lot of catching up to do.
Like the survey demonstrates, among the companies who are or are planning
to leverage AI, marketing is where most of their focus is. Where companies
should increase efforts though should be in trying to
eliminate from the communications professionals job role repetitive and
rudimentary tasks so as to enhance efficiency. AI can also be leveraged more
in pre-campaign market research and for user engagement during
campaigns.
As we continue to take advantage of the opportunities AI presents, it is

important to remember that while we leverage this technology, it will be
necessary to retain the human touch, especially in user-oriented scenarios
and interactions.”
Enson Hu
Head of Digital and Technology, MSL China
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FRANCE
What our respondents in France think AI's impact on the
13%
Negative
40%
Both
positive
48% and
Positive negative
49%
27%
Very high priority
15%
Low priority
10%
Not a priority
at all
47%
Important
34%
Very A significant number of our
Important 15% respondents - 57% - say their
Somewhat
important companies are increasing strategic
6% investments in AI, although whether or
Not at all not that investment is for AI training is
unclear.
Only 21% say their companies are

How important do you think AI education & training is for today's currently investing in AI training for
marketing and communications leaders? the workforce.
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How the communications industry in France is implementing AI in their work:
29% - say their companies worry about

Most of our respondents in France -
AI and do not want to experiment with it, and only 11% say their companies
are currently hiring talent with AI skills.
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What our respondents in France think about consumers' readiness for
33%
Already engaging
23%
ready to engage
21%
ready to engage
16%
9%
How ready do you think consumers in France are for AI-enabled engagement with the brands?
47% 21%
Data security Job losses
years, AI-related issues that & consumer
respondents in France:
“President Emmanuel Macron established artificial intelligence (AI) as a priority

for his first term, promising to inject 1.5 billion euros into its development in
France. Since 2015, Samsung, Fujitsu and DeepMind (Google) have all joined
Facebook in moving their European AI R&D centers to Paris. Whilst
technological innovation booms in France, we also know that concerns
surrounding data security and consumer privacy reign strong. The results of this
study confirm that dichotomy, showing marketing and communications experts'
growing interest in Artificial Intelligence whilst revealing the considerable dose
of skepticism that persists in France towards rapidly evolving new technologies.
We believe that this technology is changing not only the way consumers think
and interact but also the way business operate and allocate resources. As a full
service communications group, we have a responsibility to educate our clients
on the benefits that AI can offer and leverage those benefits to improve the
relevance and efficacy of our communications programs. Over half of the French
respondents acknowledged that their company is increasing its strategic
investments in AI and redefining its positioning to account for the changes
AI brings, which is precisely why we need to remain at the forefront of this
technological revolution.”
Lauren Unger
Account Director, Technology Practice
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GERMANY
What our respondents in Germany think AI's impact on the
12%
Negative
52%
Both
positive
37% and
Positive negative
49%
29%
Very high priority
15%
Low priority
7%
Not a priority
at all
Although the general consensus is

that AI training is crucial, only
44% 20% say their firms are currently
Very Important investing in training and educating
the workforce on AI.
35% 13%
Important
Somewhat There is, however, some optimism:
important
8% 33% think their companies are
Not at all planning to include more AI-driven
efforts in employee training.
How important do you think AI education & training is for today's

marketing and communications leaders?
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How the communications industry in Germany is implementing AI in their work:
Although there is a heightened interest in AI among German communications

leaders, implementation is far behind on an organizational level.
Only 12% say their companies are currently using AI tools, while 39% say
their companies worry about AI and do not want to experiment with it
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What our respondents in Germany think about consumers' readiness for
29%
Not engaging, but somewhat ready to engage
28%
Already engaging
17%
14%
11%
Not engaging, but very ready to engage
How ready do you think consumers in Germany are for AI-enabled engagement with the brands?
45% 24%
respondents in Germany:
“In the German market, there is a lot of talk around AI, but not a lot of action. This is quite evident from the survey –
while a majority express interest in AI and take initiatives to stay abreast of the latest developments, very few confess
to actually implementing AI applications in their work.
Theoretically, we know quite a bit about AI but not many have executed an AI-driven campaign and brought it to life.
The survey also reflects the need for tightened security with AI – data privacy is a major concern in Europe, and any
implementation of AI will be subject to scrutiny. Before we start to implement AI in our work on a large scale, we will
need to work around the security concerns.
In communications, AI can help internally with core administrative tasks that currently take up too much time;
externally, it can make our data-driven work smarter.
This is the next step: we need help organizing and interpreting all the data we know have access to. This goes towards
understanding real influence to selecting the right people (influencers, journalists, etc.) to work with to being smarter
with targeting (mainly for marketing, thus important for the media agencies) to creating better content resonating
with our target groups. And of course measuring the impact of what we do.
Our work is becoming more and more data-driven and tool-based – and smart AI solutions will be the engines of these
tools and accelerate the adoption of them”
Adrian Rosenthal
Head of Digital & Social Media, MSL Berlin
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INDIA
What our respondents in India think AI's impact on the
2%
Negative This positive outlook is reflected in how they think how AI
24% will impact communications professionals:
Both A significant 43% say AI will increase jobs for communications
positive professionals in the next 5 years
and
73% negative
Positive
72%
Very high priority
25%
2%
Low priority
0.5%
Not a priority
at all
73% The organizations they work for

Very Important clearly feel the same way. 44%
say their firms are currently
22% 5% investing in AI training for the
Important
Somewhat workforce, and 39% say their
important
0.5% firms are hiring talent with
Not at all specific AI skills.
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How the communications industry in India is implementing AI in their work:
52% say their companies are currently using AI tools, and a significant
number say it has improved internal functions.

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What our respondents in India think about consumers' readiness for
48%
Already engaging
27%
ready to engage
18%
ready to engage
5%
2%
How ready do you think consumers in India are for AI-enabled engagement with the brands?
58% 19%
respondents in India:
“AI in India is seeing tremendous innovation but its uptake in business

operations is limited as reflected by the survey results where only half of the
respondents are already in the process of utilising AI based solutions. Indian
respondents find employee training, marketing and creativity as the two areas
where they will find maximum application for AI in the realm of
communications; a reflection of products already in the market and being
considered for implementation. That said, there is a clear understanding of
both the opportunities and the challenges that AI presents and a majority are
very bullish on the increased usage for internal and customer facing purposes.
While organisations are gearing up for this paradigm change, only half feel
that their communications partners are ready to provide the strategic and
implementation support for AI driven programs.”
Tushar Bajaj
Senior Vice President, MSL India
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ITALY
What our respondents in Italy think AI's impact on the
7%
Negative
42%
Both
positive
and
51% negative
Positive
56%
31%
Very high priority
12%
Low priority
1%
Not a priority
at all
49%
Very Important
34%
Important
13%
Somewhat
important
3%
Not at all

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How the communications industry in Italy is implementing AI in their work:
A large percentage of those we While only 21% say their companies

surveyed in Italy think AI training for
marketing leaders is important, but are currently using AI tools, 25%
say AI has helped them manage and
only 21% said their companies were easily recall the knowledge they hold
investing in training and educating in their companies.
the workforce in AI.
62% market leaders in Italy think there is opportunity for communications agencies to
leverage AI more.
A majority of our respondents feel communications agencies are capable of offering strategic thinking on how to
utilize AI, but they can do more when it comes to effective implementation of AI programs.
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What our respondents in Italy think about consumers' readiness for
25%
Not engaging, but very ready to engage
24%
ready to engage
24%
15%
11%
Already engaging
How ready do you think consumers in Germany are for AI-enabled engagement with the brands?
31% 24%
Job losses Data security
& consumer
years, AI-related issues privacy
that most concern our
respondents in Italy:
“While this is subjective, there is a tendency for Italian companies to

overestimate their own investment in AI. Some may include even other digital
tools under the AI umbrella – so it's important for companies to identify and
prioritize their investments.
“Data” is the keyword to really open our future to artificial intelligence, and
companies might invest in contaminating teams, including people with
research background and no advertising/communication background, plus
advanced technologies to merge all these data into a unique, shareable
basket.
The main Italian risk is, as we can see in the survey, that our people are very
concerned about privacy (too much in many cases, but it's just my opinion). In
order to be leaders in an AI-driven future, believing in the power of
knowledge should be stronger than fear to win on business.”
Marco Fornaro, Head of Digital, MSL Italy

Digital Strategy Director, Publicis Communications Italy
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POLAND
What our respondents in Poland think AI's impact on the
6%
Negative
36%
Positive
57%
Both
positive
and
negative
60%
25%
Very high priority
12%
Low priority
3%
Not a priority
at all
43%
Important
35%
Very
Important 18%
Somewhat
important
4%
Not at all
How important do you think AI education & training is for today's marketing
and communications leaders?
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How the communications industry in Brazil is implementing AI in their work:
21% of our respondents in Poland say their companies are currently using AI
tools, and 22% say using AI has helped them cut time and deliver products
with greater speed. Meanwhile, 24% say their companies are currently investing
in AI training for the workforce, and 23% say their companies are hiring talent
with AI skills

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What our respondents in Poland think about consumers' readiness for
22%
ready to engage
22%
ready to engage
20%
18%
Already engaging
17%
How ready do you think consumers in Poland are for AI-enabled engagement with the brands?
Meanwhile, 23% say their companies are using AI in their customer experiences, and 20% say AI is being used to
deliver personalized products and services to individual customers
38% 25%
respondents in Poland:
“After observing changes that have been taking place on the market over
recent years, it is clear that AI-powered technology and solutions are fast
approaching. AI has already had quite a significant impact on such segments
as marketing. Answers given by survey respondents’ show that the vast
majority of people believe that AI will play a vital role in shaping the future of
the workplace. However, nearly a quarter of respondents believe that
communications agencies (advertising, PR, digital and media) do not leverage
AI as much as they could for their clients – citing a lack of AI expertise and a
lack of understanding of how to apply AI as the main reason for this. AI-
focused education and trainings both on agency and client side are key to
comprehend, apply and fully reap the benefits brought on by the expansion
of AI.”
Sebastian Hejnowski
CEO MSL, Central and Eastern Europe
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UK
What our respondents in the UK think AI's impact on the future
of brand communications will be:
47%
Both
positive and
41% 12%
Positive
negative Negative
Although the majority of our respondents from the

UK place a high priority on learning about AI,
only a few consider themselves to be experts
12% in the subject.
Not a priority
30% at all Somewhat Agree 29%
Very high
priority
Strongly Agree 25%
25% Somewhat Disagree 24%
Low priority
32%
Strongly Disagree 22%
Fairly high
priority Please say whether you agree or disagree with the
following statement: "With respect to
understanding Artificial Intelligence, especially how
it can be applied to business, I would consider
myself an expert."
42%
Very Important
27% 22%
Important
Somewhat
important
9%
Not at all
How important do you think AI education & training is for today's marketing and
communications leaders?
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How the communications industry in UK is implementing AI in their work:
Most of our respondents in the UK - 34% - say their companies worry about AI
and do not want to experiment with it, and only 15% say their companies are
currently hiring talent with AI skills
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What our respondents in the UK think about consumers' readiness for
38%
Already engaging
21%
ready to engage
16%
15%
ready to engage
10%
How ready do you think consumers in the UK are for AI-enabled engagement with the brands?
48% 29%
respondents in the UK:
“Artificial intelligence in communications is here to stay and it has an

increasingly important role in our day to day lives. However, we don’t believe
it will, or should replace human intelligence, particularly in our core
competencies of creativity and strategic consultancy. UK participants took a
typically balanced view to AI’s future potential, with 33% of respondents from
this market confident that AI will increase jobs for communications
professionals (one of the highest percentages of all markets surveyed) while
47% believed that there were both positive and negative implications from
the technology – the most sceptical of all the markets surveyed.”
James Parsons
CEO, MSL UK
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USA
What our respondents in the USA think AI's impact on the future
of brand communications will be:
6%
Negative
29%
65% Both
Positive positive
and
negative
51%
Very high priority
30%
10%
Low priority
8%
Not a priority
at all
60%
Very Important
23% 11%
Important
Somewhat
important
5%
Not at all

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How the communications industry in the USA is implementing AI in their work:
How the communications industry in the USA is implementing AI in their work

While a majority of our respondents in the USA think AI training is important
for the workforce, only 22% say their companies are currently investing in
AI training.
Meanwhile, 41% say their companies are currently using AI tools, and 23% say
AI is improving their manufacturing and production efficiency.

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What our respondents in the USA think about consumers' readiness for
58%
Already engaging
14%
ready to engage
13%
ready to engage
7%
6%
How ready do you think consumers in the USA are for AI-enabled engagement with the brands?
63% 14%
respondents in the USA:
“The survey results show that most people are currently using AI tools for e-
commerce, manufacturing or production, but not really for
PR/advertising/marketing. As we can see, only 11% say their companies are
using AI for advertising and media buying. Could be something interesting
there about what AI would mean for digital advertising. AI could theoretically
run your whole campaign – pull a bunch of images based on keywords, write
its own copy, shuffle around creative and copy until it finds the best
performing combos, figure out which platforms things perform best on, shift
the budget around as needed, etc. – where, if anywhere, will there still be a
need for human insight/strategy? Or how AI will affect influencer marketing –
would it improve influencer marketing by making it more accurate, make it
more important because as AI rises more people will be looking for the
“personal” connection, or make it obsolete because people realize that
influencer marketing is being driven by AI/algorithms like everything else?”
Amar Braithwaite
SVP, Head of Digital and Social, MSL NA
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BRAZIL

What our respondents in Brazil think AI’s impact on

Their priority on educating themselves about AI:

92% think AI education and training for marketing leaders is important.

33% 7% The organizations they work for clearly

39% say their companies are currently using AI tools,

My firm is currently investing in training and educating our workforce in AI 42%

Looking at the next 5

Their priority on educating themselves about AI:

94% think AI education and training for marketing leaders is important.

59% The organizations they work for clearly

My firm is currently investing in training and educating our workforce in AI 46%

Looking at the next 5

As we continue to take advantage of the opportunities AI presents, it is

Their priority on educating themselves about AI:

80% think AI education and training for marketing leaders is important.

Only 21% say their companies are

29% - say their companies worry about

Looking at the next 5

“President Emmanuel Macron established artificial intelligence (AI) as a priority

Their priority on educating themselves about AI:

79% think AI education and training for marketing leaders is important.

Although the general consensus is

How important do you think AI education & training is for today's

Although there is a heightened interest in AI among German communications

Looking at the next 5

Their priority on educating themselves about AI:

95% think AI education and training for marketing leaders is important.

73% The organizations they work for

We are currently using AI tools 52%

Looking at the next 5

“AI in India is seeing tremendous innovation but its uptake in business

Their priority on educating themselves about AI:

83% think AI education and training for marketing leaders is important.

How important do you think AI education & training is for today's

A large percentage of those we While only 21% say their companies

Looking at the next 5

“While this is subjective, there is a tendency for Italian companies to

Marco Fornaro, Head of Digital, MSL Italy

Their priority on educating themselves about AI:

78% think AI education and training for marketing leaders is important.

My firm is currently investing in training and educating our workforce in AI 23%

Looking at the next 5

Their priority on educating themselves about AI:

Although the majority of our respondents from the

69% think AI education and training for marketing leaders is important.

Looking at the next 5

“Artificial intelligence in communications is here to stay and it has an

Their priority on educating themselves about AI:

83% think AI education and training for marketing leaders is important.

How important do you think AI education & training is for today's

How the communications industry in the USA is implementing AI in their work

We are currently using AI tools 41%

Looking at the next 5

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