McKinsey consultant Kelsey Robinson said Monday that marketers are experiencing a paradox of high excitement and deep anxiety regarding artificial intelligence [1].
This tension reveals a critical gap between the rapid adoption of new tools and the psychological security of the professionals using them. As AI integrates into creative workflows, the fear of job displacement persists despite the perceived benefits of the technology.
Speaking at the Cannes Lions International Festival of Creativity in Cannes, France, Robinson said research from McKinsey regarding the current state of the industry [1]. The findings suggest that while marketers are widely using AI and express enthusiasm for its capabilities, many remain concerned about how it will fundamentally alter their roles [2].
Robinson said the trend indicates that AI is currently creating more anxiety than tangible impact within the marketing sector [3]. The research highlights a discrepancy where the tools are being deployed across organizations, yet the promised efficiency or transformation has not yet outweighed the fear of professional obsolescence [4].
This atmosphere of uncertainty persists even as the industry gathers for one of its largest annual events to celebrate creativity and innovation [1]. The findings suggest that the transition to AI-driven marketing is not merely a technical challenge; it is a human one.
Robinson's presentation underscores a broader trend in the tech sector where the speed of software deployment often outpaces the development of organizational support systems [1]. By surfacing this anxiety, the research suggests that companies may need to focus more on workforce transition, and role definition, to move past the current state of apprehension [2].
“AI is creating more anxiety than impact in marketing”
The McKinsey findings suggest that the 'AI revolution' in marketing is currently stalled by a psychological barrier. While the tools are technically available and adopted, the lack of clear role definitions for humans in an AI-augmented workflow creates a state of professional instability. This suggests that the next phase of AI integration will require leadership to focus on 'human-centric' change management rather than just software procurement.
