AI Microsoft Study Shows AI Impacts 75% of Major Occupations in Marketing Communications
A recent Microsoft study reveals that artificial intelligence affects three-quarters of key occupations in marketing and communications. By analyzing 200,000 conversations, the research highlights customer service and sales roles as having the highest potential for automation.
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The study identifies sales representatives, technical staff, and office workers as the groups facing the strongest AI impact, with applicability scores reaching 0.32. Customer service representatives and writers also show significant potential for AI collaboration, reflecting widespread integration of AI tools across various job functions.
Conducted by Microsoft Research, the study examined anonymized conversations between users and Microsoft Bing Copilot from January through September 2024. Researchers categorized these interactions based on the O*NET database, which breaks down occupations into specific tasks and activities.
Among the findings, interpreters and translators exhibit the highest AI applicability, with AI capable of assisting in 98% of their work activities. Meanwhile, customer service representatives, who number nearly 3 million nationwide, rank alongside sales representatives—over 1.14 million workers—as top candidates for AI integration.
- AI is frequently used for information gathering, writing, and communication tasks.
- AI often takes on roles such as coaching, advising, and teaching within service-oriented activities.
- In 40% of cases, there is a mismatch between the tasks users seek help with and the tasks AI actually performs.
The research team emphasized that understanding the effects of AI on jobs is crucial given its growing adoption. The distinction between AI assisting with tasks and fully performing them points to evolving dynamics in workplace collaboration.
For professionals in customer support, marketing, and sales, these insights highlight the importance of adapting to AI tools that augment workflows, improve communication, and handle routine tasks. To stay ahead, exploring specialized AI training can provide practical skills for integrating these technologies effectively.
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