How is artificial intelligence fundamentally changing the daily work of Hungarian marketers?
The emergence of artificial intelligence in the marketing world has been met with mixed reactions. Many welcomed it as a tool that takes monotonous, time-consuming tasks off their shoulders. However, not long after, uncertainty also appeared:
“Do I really have to learn a new system? Will it be expected that I understand it?”
As more companies began to integrate AI into their operations, it also became increasingly common for employees to be expected to use it. Meanwhile, many raised questions about its operation, with more and more news reporting that primarily white-collar jobs could disappear due to the technology's expansion.
But how long will the AI hype last? And how does this affect the marketing profession?
When I started researching for my thesis, I didn't think I was delving into such a divisive topic. The responses from professionals painted a nuanced picture: some are enthusiastic, some are waiting, and some are specifically fearful of the changes. Since AI, just like digital marketing, is a dynamically changing field, it is worth paying special attention to how it affects the profession, workflows, and most importantly, people.
What do Hungarian marketers think about AI? – a situational overview
In the past year, the use of AI has spread explosively in the field of marketing. In my research completed in January 2025, I asked domestic marketers how confident they feel in using AI tools and how well they have been able to integrate them into their daily workflows.
Based on the responses, the use of artificial intelligence is exceptionally high. 81.81% of marketers stated that they already use AI. This rate is only slightly below the global average of 88%. This shows that Hungarian marketers have also become active participants in the rise of AI. But what areas can it conquer next?
The most popular application area is writing articles and blog posts, followed by email marketing. Copywriting and image generation have also taken on a prominent role, and not without reason. Through continuous algorithm updates, tools like DALL.E or Midjourney can now create quite realistic images, which can be a great help in branding or product photography, especially for companies working with smaller budgets.
Alongside image generators, film and video production is also gaining more ground, especially through tools like Pika Labs, Runway ML, or Synthesia. Although AI-based content creation in video marketing is still only at the „play level.” Some attempts are already noteworthy, just think of László Gaál's ‘The Pisanos’Thinking of a Porsche AI-generated advertisement.
Trust issues – fear or development?
While a large portion of respondents are already using AI tools, the acceptance of the technology is far from clear-cut. There are significant differences within the profession regarding who relates to AI in what way. While some are already consciously trying out their digital wings, others prefer to remain quiet observers of the transformation in digital marketing. The degree of acceptance is influenced by several factors.
A technological knowledge is one of the cornerstones of understanding AI. For this reason, those who have previously been eager to try out new digital tools, even in a self-taught manner, are more willing to experiment with AI.
A workplace environment its support or lack thereof also strongly influences the willingness to learn. In companies where the further training of employees is not supported, colleagues are much more hesitant to reach for AI tools. Marketers reported that their workplace does not encourage AI-based training in any form.
The fear of the unknown is particularly characteristic of those who do not have high technological competence. Based on the textual responses in the research, several respondents expressed anxiety and negative emotions related to AI. Professionals fear that in the long term, artificial intelligence may eliminate their job roles.
The above factors can pose serious challenges from a professional outlook as well. However, we can also encounter other telling statistics among marketers. One surprising piece of data is that 86.11% of respondents working as employees do not feel motivated to acquire the skills necessary for using AI tools. This far exceeded preliminary expectations. It well demonstrates that the attitude towards AI is not only a technical but also a psychological issue. The picture is further complicated by the fact that only 14.51% of respondents participate in further training, 59.61% show remote interest but do not commit to skill development. However, 25.51% of professionals are completely indifferent. This is particularly concerning given that this technology is rapidly evolving.
Artificial intelligence as a new colleague in the workplace
The emergence of AI in workplaces not only expands the toolkit but fundamentally reshapes the perceptions of employment as well. The introduction poses challenges in many places. 51.1% of respondents indicated that their workplace plans to integrate AI tools in the next 1-2 years. This shows that interest in technology is growing and the intention for development is present among domestic companies. At the same time, the implementation is by no means so straightforward.
It is always a pressing issue in the life of companies how to keep pace with the market and consumer trends. According to the research, managerial attitude plays a decisive role in employees' relationship with AI. Where management is helpful and more open to feedback, adaptation is smoother. Employees, in turn, approach new tools with more curiosity and actively.
In contrast, where the use of AI tools appears as an expectation without support, resistance or anxiety often accompanies the introduction. The research revealed that only 19.1% of employees receive support from their workplace in acquiring the skills necessary for using AI tools. In contrast, 81.1% have to cope with the new systems without guidance.
„AI should be used, but we haven't received any training or guidance.”
„I feel it's just an expectation, but they don't help with it.”
„Unfortunately, no one at the company knows how to start the introduction of AI, yet they expect it from us.”
„Some direction would be helpful because for now, I'm just trying.”
The responses confirm that in most places, the adoption of AI is not occurring along a conscious, structured strategy. As a result, for employees, AI often appears not as an opportunity but as a forced adaptation, frequently as yet another ad hoc task. All this highlights that successful application of AI requires not only the introduction of tools but also the essential training of employees and managerial support.
What would help with acceptance? – practical solutions
Many try to master AI tools independently, and a significant portion of respondents would be happy to participate in targeted, organized training as well. To this end, it would be advisable to expand existing training at workplaces with AI workshops, either through internal mentoring or by involving external experts. Education can be one of the strongest tools for reducing employee anxiety and increasing confidence.
For the purpose of knowledge sharing and learning, it is worth joining professional communities. There are many active groups on social media: for example, PPCProk on Facebook, or marketing sections on Reddit (r/Marketing, r/ArtificialIntelligence). In these communities, the frequent activity and diverse experiences of the members can provide up-to-date knowledge, as well as quick assistance in case of difficulties.
The introduction of AI tools in companies should be started in small steps. This allows employees to actively participate in the design of workflows, taking into account organizational needs and best practices. As a result, a well-structured, easily learnable system is built that colleagues can confidently use in their daily lives.
How should someone who is still uncertain start? If you are just getting acquainted with AI programs, it is worth first focusing on mastering basic prompt writing techniques. Formulating clear instructions, style, tone, and scope significantly improve the quality of the results. Instead of overly general requests, give the AI a clear role and describe exactly what you expect. You can also use the „Ask Me” method to clarify your instructions if necessary. Don't be afraid to experiment: the best results often come through trial and error.
Closing thoughts
AI cannot fully replace human creativity and work; however, it can effectively complement daily tasks as an excellent assistant. However, we must reckon with the fact that whether we like it or not, the spread of artificial intelligence will bring about radical changes in most job roles.
The real question, therefore, is not whether we can avoid change, but how prepared we are for the new situation.
