Amid a prevailing sense of uncertainty within the marketing industry, 64% marketers fear AI may replace their jobs within the next five years, while three in four anticipate AI tools will impact their pay or value, according to a report by Funnel, a marketing data hub.

The study noted marketers are spending a significant period of time on computational tasks, with about 63% stating they spend time on tasks that could be automated. For instance, some respondents spend up to 25 hours monthly compiling reports.

While AI tools can help marketers automate the cleaning and organizing of data, the study noted marketing roles, including account management, analytics, product marketing and SEO, demand robust data skills.

Furthermore, 42% of marketers use AI for content creation, 39% for brainstorming and research and more than a third use it for data-driven tasks such as data management, SEO and ad targeting.

“Marketers don’t need to fear AI. Instead, they should focus on upskilling and figuring out how to use automation and AI tools to increase productivity,” Funnel Chief Marketing Officer Per Made said in a press release. “As the data-based AI transformation evolves, solid data skills will remain their greatest weapon. By automating menial and repetitive tasks and focusing on critical thinking, they can unlock their creative potential and keep delivering value in the evolving landscape.”

The survey includes responses from 713 marketers. It was conducted by an independent research firm, Ravn Research, between May and June.