Assessment of the Digital Literacy Influence on the Adoption of AI-Based Tools

Daily utilisation of diverse digital tools position marketing professionals as early adopters of emerging technologies. As well, a range of artificial intelligence (AI) systems for text, image, video, and audio content generation affords them flexibility in processing extant content and creating novel creative assets. However, the existing research lacks a clear understanding of the relationship between digital literacy (DL) and the propensity of AI tools utilisation, and this study investigates this among marketing professionals. An online survey among 219 marketing practitioners employed in diverse domains was disseminated. The findings revealed that marketing professionals who self-assessed their DL as very good or excellent, use AI tools more frequently. Similarly, the ones who self-assess their attitude towards AI as positive are more inclined to use AI-based tools. Still, among marketing professionals age does not impact the use of advanced technologies. The study also highlighted a lack of correlation between AI tool usage and considerations of digital security that suggests a potential oversight in the comprehensive understanding and responsible use of AI based tools.