Three-quarters of marketers say their organisation is using or contemplating the use of AI tools, according to survey

Three-quarters of marketers say their organisation is using or contemplating the use of AI tools: A survey of marketers has revealed that 75% report that their organisation is either 'already using' or 'actively contemplating' the implementation of generative AI tools. 

 

Thirty-two percent of marketers are presently utilising this technology, while 43% are contemplating its adoption.

 

The Future of Marketing survey by Econsultancy polled 800 marketing professionals in the UK to examine the trends shaping the industry, as well as interviewed industry experts.

 

Regarding the anticipated value of Generative AI (GenAI), marketers have identified several key benefits over the next two years, including accelerated campaign production (64%), enhanced experimentation and optimisation (55%), cost and resource savings within the organisation (47%), and improved personalisation (46%). In essence, GenAI is seen as a means to achieve more with less.

 

However, almost half of the respondents (47%) identified a lack of a clear strategy for employing these technologies as one of the top three challenges they face when using generative AI.

 

Marketing budgets

 

This year, only 10% of marketers anticipate a substantial increase in their budgets over the next two years, found the research, compared to 17% who said the same in last year’s survey. However, just one in 20 said they anticipated budget cuts. 

 

The majority of marketers instead anticipate that their budgets will either remain unchanged (27%) or experience a slight increase (39%).

 

'Data and insight capability' took the top spot as the primary budgeting priority for marketers over the next two years, with 57% of marketers expecting increased investment in this area. Following closely were 'technology and infrastructure spending' (55%) and 'strategic initiatives' (53%). 

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