GenAI Adoption: A Turning Point for French Marketing

GenAI Adoption in French Marketing

A recent report on marketing and AI from Canva, in partnership with Morning Consult, examined the adoption of generative AI in global marketing. The study, which included 2,400 professionals across six countries, showed that GenAI has evolved from an experimental tool to a key component of marketing strategies, especially in France.

Growing Investment

Generative AI is now central to marketing strategies, with 97% of French companies surveyed allocating a budget to GenAI in 2024, one of the highest rates in the study. Almost three-quarters of respondents plan to increase their investment during the year, demonstrating its integration into strategic priorities.

Key Skill for Marketing

The report also found that 96% of French professionals believe that mastering AI tools will be essential in two to four years, suggesting an expected transformation of marketing professions.

Efficiency and Creativity

79% of French marketing specialists reported that generative AI saves them at least four hours of work per week; one in five save more than ten hours weekly. Globally, 77% believe it enriches and accelerates team production, compared to 69% in 2023.

The study noted that two-thirds of respondents feel there are too many GenAI tools available. However, French respondents reported being less affected by this saturation, with 57% expressing fatigue compared to 64% globally.

Supervised Creativity

90% of French marketers trust AI tools, but 95% supervise AI-generated content to ensure accuracy and consistency with brand image. While confidence is increasing, human supervision remains critical.

According to Canva’s CMO Zach Kitschke, generative AI is now an essential competitive factor. He stressed the importance of prioritizing it strategically and providing teams with the best tools to boost creativity and achieve results.