Adoption without training: the real AI bottleneck in marketing and sales #5

A new study by General Assembly, which surveyed more than 300 professionals in the US and UK, found that 68% already use AI at work. Over half (51%) are using AI agents, yet fewer than one in five (17%) have received job-specific AI training.

It sounds obvious, but too many companies forget to give their workforces training with AI tools, which – quite obviously – don’t magically deliver value. You can hand someone the most powerful AI agent in the world, but if they don’t know how to apply it to their actual job, it just creates noise.

That’s exactly what we found in our own study at CreateFuture. When people jumped in cold, the results were modest at best. However, as soon as we provided them with some role-specific training, the difference was immediate. They delivered faster, higher-quality work with more confidence. Our data showed that training can unlock benefits in a single working day, not weeks or months.

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