French Marketing Professionals See Generative AI as Essential Skill
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A new study reveals that French marketing experts overwhelmingly believe generative AI proficiency will be crucial in the coming years, with notable investments already underway.
A global study by CANVA indicates that 96 % of French marketing professionals anticipate that mastering generative AI will be essential within the next two to four years. This places France as the country most convinced of the strategic importance of this technology in the marketing sector.
The report, released in early June, is based on a survey conducted by Morning Consulting involving 2,400 decision-makers across six countries, including 300 in France. The findings highlight widespread adoption of generative AI tools within French marketing teams. Specifically, 90 % of French professionals surveyed expressed trust in these tools, and 97 % reported that their businesses invested in generative AI over the past year.
Furthermore, three-quarters of these professionals plan to increase their generative AI budgets in 2025.
Reinforced Efficiency and Creativity
The primary benefits observed are linked to operational efficiency.French marketing professionals report saving an average of four hours per week using generative AI, with 20 % saving more then ten hours weekly.
The impact extends beyond mere productivity gains.According to 79 % of respondents, generative AI has also stimulated team creativity by accelerating content creation and facilitating experimentation.
Despite the widespread adoption, some reservations remain. A significant 64 % of respondents feel that too many generative AI tools are currently available.Moreover, despite the overall enthusiasm, 95 % believe that human supervision remains essential.
In France, this caution is reflected in more stringent oversight, with 97 % of French companies having established internal policies for the responsible use of AI.
For 95 % of French marketing specialists, moderate or total human supervision remains a systematic and non-negotiable step in the process.
“Human supervision remains a systematic and non-negotiable step in the process.”
A Competence That Is Becoming Critical
With the increasing prominence of generative AI, skills advancement is emerging as a key HR issue.
CANVA suggests that organizations will need to invest in training initiatives. The company cites its internal “AI Impact” program, designed to support its 5,000 employees in integrating AI into their daily professional lives.
