TLDR : Generative AI is becoming a central element in French marketing strategies, with 97% of companies allocating budgets for it in 2024 and 96% of professionals considering its mastery essential within the next few years. Despite concerns about tool fragmentation, operational efficiency and creative enrichment are notable benefits.
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In its recent report on marketing and AI, Canva provides an overview of the state of adoption of generative AI in global marketing strategies. Conducted in partnership with Morning Consult among 2,400 professionals in six countries, the study reveals a clear evolution: GenAI, initially seen as an experimental tool, now stands as a central pillar of marketing strategies, particularly in France.
Massive Adoption and Growing Investment
The first observation: generative AI is no longer a niche innovation but has become central to marketing strategies.
In France, the enthusiasm for these technologies is confirmed: 97% of the companies surveyed report having allocated a specific budget to GenAI in 2024, making it one of the highest rates observed in the study. Nearly three-quarters of respondents plan to increase this investment over the year, confirming its lasting integration into strategic priorities.
Mastery of AI, a Key Skill for Marketing
Another key takeaway from the report is the near-unanimous recognition of the strategic role of AI in marketing professions. In France, 96% of professionals surveyed believe that mastering these tools will be indispensable within two to four years, which could indicate a general anticipation of the transformation of marketing professions.
GenAI Serving Efficiency and Creativity
Operational efficiency stands out as one of the most tangible benefits of generative AI: 79% of French marketing specialists say it saves them at least four hours of work per week, while one in five respondents report a gain of more than ten hours weekly. Simultaneously, its impact on creativity is notable: 77% of respondents globally believe it enriches and accelerates team production (compared to 69% in 2023), without replacing humans.
However, the study highlights a point of tension: the fragmentation of technological solutions. Two-thirds of respondents feel that there are too many GenAI tools on the market. Nonetheless, the results indicate a relatively calm approach to technology in France: respondents declare themselves less affected by the saturation of GenAI tools or technological pressure. Only 57% express a form of fatigue, compared to 64% globally.
Assisted Creativity Supervised
While 90% of French marketers trust AI tools, 95% exercise "moderate to total" supervision of AI-generated content to ensure its accuracy and consistency with the brand image. Confidence is growing, but human supervision remains paramount.
According to Zach Kitschke, Chief Marketing Officer at Canva, generative AI is no longer a mere trend but an essential competitiveness criterion. He emphasizes the importance of making it a strategic priority and equipping teams with the best tools, not only to boost creativity but also to achieve concrete and measurable results.