AI Is Set To Empower (Not Replace) Your Marketing Interns

Small to midsize businesses (SMBs) have long relied on internships for tackling a range of marketing-related tasks. These partnerships not only serve as a source for recruiting new talent, but they also provide valuable hands-on experience for emerging marketing professionals. However, with the power of artificial intelligence (AI) taking over a huge range of professional work [1], a pressing question arises: Will the role of the marketing intern become obsolete or could AI be a gateway to better experiences for all parties involved?

This report dives into AI’s impact on hiring marketing interns by analyzing data from 400 SMBs that have worked with interns (both currently and in the past) that perform marketing-related tasks or functions.* Although technology changes will continue to challenge employer and intern relationships, companies can optimize the coexistence of AI and future marketing internship positions.

Companies recognize the value of interns in shaping the workforce of the future. But, will the growing influence of AI create a notable shift in the future hiring of interns?

AI has undeniably disrupted the larger U.S. job market, eliminating some roles, creating new ones, and transforming existing ones. The rapid advance of this technology and the need for regulation has prompted the Biden administration’s first executive order to create AI safeguards. [2]

Contrary to AI’s impact on the overall job market, our research finds that internship positions are projected to remain stable in 2024. Among respondents that hire, coordinate, or work directly with interns, 63% anticipate that their company will onboard about the same number in 2024 as they did in 2023. Nearly a third (30%) anticipate hiring more.

The need for AI upskilling has become imperative for many SMB professionals as this technology becomes widely adopted across a variety of businesses and industries.

Forty-two percent of respondents indicate that their company specifically looks for AI experience or skills when considering onboarding a new intern. Furthermore, 71% believe that their company would pay more for marketing interns with AI skills or experience. This marks a clear relationship between AI proficiency and perceived value within the marketing domain.

More than half (52%) of respondents are already leveraging AI for marketing-related tasks or functions, and this percentage increases along with an organization’s size. For example, 61% of companies with more than 500 employees say their company currently uses AI software for marketing.

As companies across industries and business sizes continue to integrate AI, the focus shifts to future workplace dynamics: Does AI empower or hinder the role of marketing interns? Let’s explore how AI can help interns expand their skills and further their educational development.

According to SMBs, data analysis is deemed as a highly-useful application of AI as it can easily aid in accelerating aspects of data processing and interpretation.

When we asked respondents which marketing-related tasks they would most like interns to leverage AI for help, the top responses were analyzing data (48%), reducing mistakes (42%), and increasing the speed or efficiency of workflows or processes (36%).

This sentiment holds true when SMBs evaluate which AI-related skills or knowledge they think marketing interns should possess to be successful in the year ahead:

It is imperative for businesses to consider AI skills when recruiting interns. Incorporating AI competencies within internship openings will not only enrich the learning experience of interns but also build your company’s readiness for the future. Some key AI skills to consider when interviewing interns include data analysis and interpretation, experience using AI for writing or content generation, administrative support, and customer service. 

The educational aspect of internships gives way to a mutually beneficial relationship: Interns get real-world experience and mentorship from like-minded professionals while companies get to leverage diverse skills and tap into potential new talent.

Onboarding interns can be a rewarding experience for businesses, but it also comes with unique challenges.

To those surveyed, the top challenges when being faced with onboarding new interns are finding qualified candidates (50%), ensuring a meaningful and productive internship experience (32%), and providing mentorship and supervision (27%).

To tackle this, companies should structure internships with clear learning objectives and dedicated mentors. Many are off to a good start with nearly three in four (73%) respondents saying that their company has a documented strategy for internship positions.

Below are some examples of what to include in a documented strategy for internships: 

1. Learning or educational objectives: Identify the skills, knowledge, and competencies that interns are expected to acquire during their tenure with your company. 

2. Performance metrics: Establish measurable metrics for evaluating progress toward learning objectives. 

3. Feedback and evaluation: Define and implement regular opportunities for feedback to gauge interns’ progress or development. 

4. Mentorship roles: Assign mentors in accordance with their roles and responsibilities, ensuring there is clear responsibility for supporting interns.

5. Post-program actions: Encourage continuous learning and maintaining connections with the company beyond the internship.

Amidst the allure of AI’s potential, there’s a compelling argument for SMBs to approach this technology with a realistic vision.

For example, a majority (56%) believe that less than a quarter of marketing-related responsibilities performed by interns can realistically be performed by AI, indicating that human involvement remains essential. And three in four (76%) SMBs say they prefer offloading work to a human versus a software, emphasizing the ongoing importance of human relationships and interactions, which software often cannot replicate.

SMBs must strive to achieve a balance between AI integration and human capability. When working with an intern, avoid restricting in-person educational opportunities, which are highly valued by both companies and interns.

One avenue to avoid these potential pitfalls is to advocate for project-based learning as part of internship programs. Establish tasks that provide hands-on experience and opportunities for knowledge building.

AI won’t replace your marketing intern—rather, it can serve as a valuable resource to elevate their capabilities without eliminating hands-on learning experience. To excel in today’s competitive landscape, marketing interns should consider acquiring AI-related skills especially for practical applications such as data analysis.

Simultaneously, SMBs should continue leveraging internship partnerships as a means to cultivate new talent and promote a growth-oriented environment. Balance can ensure a mutually beneficial experience for all parties involved in the rapidly changing business world.