Microsoft just dropped new research showing marketing and sales pros are the biggest users of generative AI at work. The study analyzed 200,000 anonymized Bing Copilot chats from January to September 2024.
Microsoft created an “AI applicability score” to measure how much AI helps with job tasks and how well it performs. Sales reps topped the list with a 0.46 score. Customer service reps (0.44) and writers (0.45) followed closely. Other marketing jobs like technical writers, PR specialists, and advertising sales agents scored between 0.35 and 0.38.
Overall, “Sales and Related” roles saw the highest AI impact, followed by computing and admin jobs. 
The research pointed out AI shines at gathering info, writing/editing content, communicating, and supporting learning. Users reported high success and satisfaction in these areas.
But AI often did things differently than requested. For example, instead of delivering research data, it explained research methods 40% of the time. Microsoft called this a “service role” where AI acts as coach, advisor, or teacher.
Marketing tasks less touched by AI include visual design, strategic data analysis, and jobs needing in-person interaction like event marketing or client sales. Those had lower AI satisfaction and completion rates.
The study found AI impact barely linked to wages (correlation 0.07). Jobs needing a Bachelor’s degree scored slightly higher (0.27) than lower education roles (0.19). AI is reshaping tasks at all levels, not just automating low-wage jobs.
Researchers warned against assuming automation means job loss.
Digital anthropologist Giles Crouch told CTV News:
“The conversation has gone from this fear of massive job loss to: How can we get real benefit from these tools? How will it make our work better?”
Marketing pros can adapt by focusing on skills where AI falls short like creativity and strategic insight. Use AI to boost productivity, not compete with it.
Microsoft’s report details occupations and task types across the US workforce. AI is changing how marketing work happens, not wiping out roles.
Featured image: Roman Samborskyi/Shutterstock
Read the full Microsoft study.
