5 Stages of AI Adoption for Marketers

Generative AI has touched off a wave of existential dread among white-collar professionals who fear being outpaced by technology. But it’s not the first new technology to make workers nervous, and they ultimately embrace new efficiencies and elevated output. Here’s how content can help marketers move users from confusion to understanding and beyond.

Stage 1: Confusion

When AI emerges within a vertical, there’s understandable confusion about how it works, what it does, and what effect it has on our day-to-day work life.

• What they’re thinking: What is this? What does it do? Where do I find it?

• Answer by sparking curiosity: High-level explainer content will bring clarity and inspire prospective buyers to dig deeper.

Stage 2: Skepticism

It’s difficult for professionals who rely on judgment or soft skills to picture AI replacing their warm-blooded intuition.

• What they’re thinking: It can’t possibly do that.

• Answer by building credibility: Create content that features experts, evangelists, and practitioners who are using AI in your vertical. Circulate news stories from credible news outlets, even if they don’t feature your brand.

Stage 3: Fear

Workers worry that they won’t be able to learn new skills fast enough to keep up with evolving technology or that AI might eliminate their jobs.

• What they’re thinking: The bot tolls for me.

• Answer with measured optimism: To allay anxiety, create content that first acknowledges these concerns. Then, highlight gains and show professionals how to prepare, navigate and thrive in an AI-powered economy.

Stage 4: Awareness

The industry has accepted AI is driving change, and they’re embracing new tools. But wait, you want them to embrace your tool.

• What they’re thinking: What can AI do for me?

• Answer with practical, real-world information: Create content that makes clear exactly how prospects can integrate AI to their workflow. Help them build confidence by providing opportunities for hands-experimentation.

Stage 5: Saturation

AI is quickly moving from emerging technology to ubiquitous buzzword. Every vertical is different, and at this stage workers no longer consider AI to be a differentiating factor.

• What they’re thinking: I get it! AI is everywhere.

• Answer with high-quality, integrated content campaigns: To rise above the fray, marketers must invest in a savvy content strategy and high-quality, editorially-driven content. A strong brand ensures your content will be visually appealing.