Crop

A survey by Crop - branding for the AI era

The live results

Every question, with the split of answers as it stands today. It moves as people take part. For what we make of it, read the findings.

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AI in your marketing

Is AI used in your marketing?

Yes, every day 
Yes, sometimes 
Not officially, but I'd bet it is 
No 
I don't know 

What is AI being used for? (pick all that apply)

Writing posts, emails and web copy 
Images and design 
Ideas and planning 
Analysis and reporting 
Customer chat, support or sales messages 
Honestly, I don't know 
We don't use AI 
Something else 

Since AI arrived, how much marketing are you putting out?

A lot more 
Somewhat more 
About the same 
Less 
Don't know 
We don't use AI 

The upside

AI has made our marketing more productive.

Strongly disagree 
Disagree 
Agree 
Strongly agree 
Don't know 
We don't use AI 

AI has made our marketing more creative.

Strongly disagree 
Disagree 
Agree 
Strongly agree 
Don't know 
We don't use AI 

Has AI made your marketing more effective?

Definitely, the numbers prove it 
I think so, but I don't have the numbers 
Not really 
No, it's made it worse 
I don't know 
We don't use AI 

Where has AI saved you money so far? (pick all that apply)

Headcount 
Hires we didn't make 
Freelancers and agencies 
Tools and subscriptions 
Production and media costs 
Time, more than money 
Nowhere yet 
Don't know 

What does AI cost your business each month, all in?

Nothing, we only use free tools 
Under £100 
£100 to £1,000 
£1,000 to £10,000 
Over £10,000 
Honestly, no idea 

The checks

Who signs off AI-assisted content before it goes out?

A senior person, every time 
A manager or colleague, usually 
The person who made it 
Nobody, it goes straight out 
It depends on the piece 
I don't know 

Has anything AI-assisted gone out off brand, or nearly?

Yes, and it was published 
Yes, more than once 
Yes, but we caught it 
Not that I know of 
We'd have no way of knowing 

Do your brand guidelines reach the AI tools your team uses?

Yes, they're loaded into the tools and prompts 
People apply them to AI output by hand 
We have guidelines, but nobody has applied them to AI 
We don't have written guidelines 
I don't know 

How confident are you that everything published under your brand last month was on brand?

Completely 
Fairly 
Not very 
Not at all 

The stakes

Which is the bigger risk to your brand right now?

Moving too slowly with AI 
Moving too fast without checks 
Both, equally 
Don't know 

Compared with two years ago, is your business investing more, the same or less in brand?

More 
The same 
Less 
Don't know 

What worries you about AI and your brand? (pick all that apply)

Sounding like everyone else 
Getting something wrong in public 
Customers can tell it's AI 
Losing what made us different 
Losing control of what goes out 
The team losing the craft 
Legal, IP or data issues 
Nothing in particular 

Two quick ones about you

Your role

Founder or CEO 
C-suite or director 
Head of marketing, CMO or marketing director 
In the marketing team 
Agency or freelance 
Something else 

How big is your business?

Just me 
2 to 10 people 
11 to 50 
51 to 250 
More than 250