The Chartered Institute of Marketing (CIM) has warned that the widespread of AI in marketing is outstripping professional skills.

According to a survey of 1,000 Chief Marketing Officers in Europe, 47% revealed they are already actively using AI, despite only 4% being confident in their ability to professionally implement the tool.

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Some 40% added that they were currently at the planning stage of implementation, with 12% yet to deploy AI or machine learning, the data revealed.

It added the top uses of AI are in content production (69%), conversational AI (35%) and automated analysis (14%).

CIM CEO, Chris Daly, said: “AI has made phenomenal progress in the last 12 months, as have professional marketers across Europe who understand the profound impact this technology will have on their future success.

“Our research reveals an impressive adoption rate, with nearly half actively piloting or using AI and an additional 40% delving into its potential applications. What is clear, however, is that the pace of progress is outstripping professional skills, exposing businesses to a greater degree of risk.”

The news comes as UK marketers are embracing artificial intelligence but lack skills within their team to implement the too, according to a report by Braze.