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Recent insights from GetApp’s 2023 AI Impact Survey, encompassing 400 small and midsize businesses (SMBs), challenge prevailing assumptions. Surprisingly, 36% of SMBs anticipate that AI will amplify the demand for marketing interns in 2024.
The surge in demand is closely tied to the increasing integration of AI technologies by SMBs, with 52% utilizing AI for marketing-related tasks. Correspondingly, 42% of businesses seek AI experience or skills when recruiting interns, with a notable 71% willing to offer higher remuneration for marketing interns equipped with AI expertise.
SMBs identify data analysis as a pivotal application of AI, streamlining data processing and interpretation. As a result, businesses express a keen interest in interns leveraging AI for tasks such as data analysis (48%), error reduction (42%), and enhancing workflow efficiency (36%).
Internships, viewed as an educational opportunity, foster a mutually beneficial relationship. Interns gain real-world experience and mentorship, while companies tap into diverse skills and potential talent. Talent development emerges as a primary driver (41%) for SMBs engaging in internships, alongside mentorship encouragement (42%) and productivity enhancement (40%).
Despite AI’s allure, SMBs emphasize the importance of balancing technology integration with human capabilities. A substantial 56% believe that less than 25% of marketing-related responsibilities performed by interns can realistically be automated by AI, underscoring the irreplaceable role of human involvement. Additionally, 76% of respondents exhibit a preference for human involvement over software when offloading work.
However, concerns linger among SMBs, with 51% expressing apprehensions that AI might hinder the experiences of marketing interns. Worries center around the potential impact on problem-solving skills, hands-on learning, and creative expression. To navigate these concerns, the survey suggests adopting project-based learning to provide interns with valuable opportunities for knowledge-building.
“Despite AI’s disruptive impact on the job market, it won’t replace marketing interns at SMBs,” says Meghan Bazaman, Senior Marketing Analyst for GetApp.
”Rather, AI can serve as a valuable resource for interns to elevate their capabilities without eliminating hands-on learning experience. This ultimately helps SMBs cultivate a strong pipeline of marketing talent and promote a growth-oriented environment,” Bazaman says.
