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Survey Says: Marketing Planning

The temperatures dip, the days get shorter, and marketing planning and budgeting for a new year begins! Marketers on all levels, from coordinators to directors, are crunching numbers, reflecting on the past year, and planning for future efforts. 

What does the future look like? What challenges do marketers anticipate in the year ahead? Over 80% of respondents identified economic instability as the primary challenge they are facing, with intense competition (72%) and shifting customer preferences (55%) following closely behind. 

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Survey Says: Chat GPT

Unless you have been living under a rock for the last few months, it’s been hard to escape the ChatGPT chatter. Language modeling software, including ChatGPT, is one of the most rapidly growing fields with significant potential for future development and innovation. In fact, many of us are already seeing the benefits and drawbacks as it becomes a major disruptor in our content production processes. And as A/E/C marketers, it's important to stay informed on the latest trends and technologies in our field.

According to a survey by HubSpot, 63% of marketers believe that AI will be able to generate content with accuracy within the next five years. In addition, a report by MarketsandMarkets found that the natural language processing (NLP) market size is expected to reach $26.4 billion by 2024, driven by the increasing use of NLP in various applications, including sentiment analysis and speech recognition.

The AI Revolution is Coming...Slowly for the AEC Industry
Our own survey of SMPS Colorado members showed that 100% of respondents have heard of ChatGPT or other language modeling systems, with about 75% having tested such software. However, less than 50% of respondents reported using language modeling software for day-to-day tasks, indicating a hesitation to rely fully on AI-powered tools.

Getting to know ChatGPT
Our survey revealed that just 41% of our members are familiar with the underlying technology of language modeling systems, such as deep learning and neural networks. This highlights the need for more education and training around the mechanics of these powerful tools. With more widespread and common use, you can assume that people will be generating a significant amount of more content. Which leads to questions around saturation and generalized content. Therefore, understanding the underlying power of AI language models like ChatGPT will be increasingly important to ensure that they are developed and used in a responsible and ethical manner, and leverage to their potential to drive innovation and positive impact on society.

Ethical Dilemmas in the Age of AI
In addition to concerns about the accuracy and reliability of AI-generated content, ethical considerations also arise. Our survey showed that almost 80% of respondents see potential ethical concerns around the use of language modeling systems in marketing. When I asked ChatGPT for statistics about ethical concerns involving ChatGPT and language modeling systems, here’s what it said:

“AI language models like Chat GPT have been found to have ethical concerns related to bias, misuse, lack of transparency, and environmental impact. Studies have found that language models contain biases related to gender, race, and ethnicity and that researchers are concerned about their potential for misuse. The lack of transparency around how these models are trained, and the data used to train them can also raise concerns about fairness and bias. Additionally, the energy consumption of training and using these models has been found to have a significant environmental impact. Addressing these concerns will be important to ensure that language models are developed and used in a responsible and ethical manner.”

Despite these concerns, it's clear that language modeling systems have the potential to revolutionize the way we approach marketing. 

The world of AI-powered marketing is both exciting and daunting. But with a little education and a lot of caution, we can navigate this brave new world and use these tools to their full potential. Who knows, maybe one day we'll be able to fully embrace our AI overlords...err, we mean, colleagues.

Survey Says: DE&I in the A/E/C Industry

Today’s world has highlighted the need for our firms to consider how societal issues affect our most valuable assets – our people. Diversity, equity, and inclusion (DE&I) are more important than ever as we work to ensure our organizations are places where every individual is seen, heard, and celebrated for their unique strengths, values, and perspectives.

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Survey Says: The Go/No-Go Process

As marketers, we know that creating a winning proposal requires significant time, thought, and resources. We also know that “spinning our wheels” on projects we have no chance of winning, don’t make good business sense, or don’t fit our firm’s strategic goals keeps us from investing in opportunities that are right for our business. Not to mention, these instances lead to lower win rates, poor team morale, and burnout. Losing repeatedly isn’t fun for anyone.

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