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September 2023 - Media and PR

87% of UK marketers view artificial intelligence as essential to their work: A survey has found that 87% of UK marketers view AI as an important part of their marketing strategies, with 74% expecting programmatic investment in AI to grow throughout 2023.

The survey was conducted by the global leader in artificial intelligence for digital marketing, Scibids and the market research company, Censuswide. The research involved 252 senior brand marketers from across the UK and included questions on programmatic growth, data, customisation of AI and what role AI has to play in marketing.

The majority of respondents polled said that they understand the opportunities for customisation in their programmatic strategy, however just over half (52%) are making full use of the available DSP customisation features, found the survey.

A further finding highlighted that just over 3 in 5 UK marketers (61%) are already using AI to deliver more positive advertising -- that is privacy-friendly, less harmful to the planet and not harmful to the consumers. In particular, marketers are using AI for targeting (49%), measurement (48%), and data application (45%), however, just under a quarter (24%) said they are using the technology for programmatic buying.

Speaking on the survey results, managing director at Scibids, Matt Nash said: “Digital marketers are increasingly embracing and enhancing their use of AI as a tool to overcome the new hurdles and challenges they are facing. This research also showcases that while the industry has come a long way in terms of utilising AI, there is still plenty that can be done to ensure further stability and growth in the future.”

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