(The marketing world has been captivated by ChatGPT for the past several weeks. The generative AI-powered chatbot developed by OpenAI has been widely hailed by some members of the marketing community, and widely criticized by others. While the jury is still out on the actual impact of ChatGPT on marketing, the use of artificial intelligence has been one of the hottest topics in marketing for the past few years. So, it seems appropriate that this month's Research Round-Up features two recent surveys that explore the state of AI in marketing.)
2022 State of Marketing and Sales AI Report by the Marketing AI Institute and Drift
|Source: Marketing AI Institute and Drift|
- A survey of more than 600 marketers representing a wide range of industries and company sizes
- 49% of the respondents were director level or above
- 65% of the respondents were based in the United States, the UK, India, Canada, and Germany
- 38% of the respondents work exclusively in B2B - 41% work in both B2B and B2C
- Survey open from June 1, 2021 to June 1, 2022
Two-thirds of the respondents (67%) said they were still learning how AI works and exploring use cases and technologies. Just 15% of the respondents reported that they had achieved wide-scale implementation of AI.
When asked how they would classify their understanding of AI terminology and capabilities, 45% of the respondents rated their level of understanding as beginner, 43% said intermediate, and only 12% said advanced. In addition, only 29% of the respondents said they are highly confident or very highly confident in their ability to evaluate AI-powered marketing technologies.
The research found that marketers recognize the importance of AI and expect its use to grow significantly in the near future. Fifty-one percent of the survey respondents said AI is very important or critically important to their marketing success over the next 12 months. And another 33% said it is somewhat important.
Over three-quarters of the survey respondents (77%) said they are currently automating 25% or less of their marketing tasks using AI, but a similar proportion of respondents (74%) said they expect more than 25% of their tasks will be automated using AI over the next five years.
The final part of the survey report provides interesting data on 50 marketing AI use cases across five categories of marketing activities - planning, production, promotion, personalization, and performance. This portion of the research should be particularly useful for any marketer who is evaluating potential AI use cases.
The state of AI in 2022 - and a half decade in review (McKinsey & Company)
|Source: McKinsey & Company|
- This article discusses the major findings from the 2022 McKinsey Global Survey on AI
- Survey produced 1,498 responses
- Survey respondents represented "the full range of regions, industries, company sizes, functional specialties, and tenures."
- Survey was in the field from May 3 to May 22, 2022 and from August 15 to August 17, 2022
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