A survey conducted by Iterable among 1,200 marketers across the U.S., UK, Netherlands, and Germany reveals that nearly every marketer utilizes AI tools daily. Specifically, 99% of respondents incorporate AI into their daily workflows, with 91% relying on AI for their job functions regularly. Moreover, 75% express optimism regarding the potential of AI marketing tools to not only generate new job opportunities and unlock avenues for growth.
Interestingly, while generative AI garners significant attention in artificial intelligence, it emerges as the least valued tool among marketers surveyed. The study indicates that 57% prioritize AI marketing tools for optimization, followed closely by 53% for automation and 50% for predictive analytics. Additionally, 49% of respondents perceive generative AI tools as enhancing their professional endeavors.
The study, conducted by Iterable, reveals persistent challenges in AI adoption among marketers.
Nearly half of marketers express intimidation towards AI, with 54% indicating heightened managerial expectations due to AI marketing tools. Moreover, most feel inadequately equipped with the requisite skills and knowledge for effective AI utilization.
Specifically:
- 49% find AI intimidating.
- 54% believe AI increases expectations.
- 89% express concerns over the need for new AI-related skills.
- 29% find the requirement for new AI skills extremely concerning.
Surprisingly, less than half of marketers have received formal training in AI marketing skills. This aligns with personal experiences, indicating limited formal training opportunities amidst the rapid emergence of new AI tools.
AI Marketing: Recent Developments
Generative AI is rapidly transforming the marketing landscape. Here are some notable recent developments covered on the Singular blog:
- Google’s Performance Max integrates generative AI into ads.
- Generative AI is expected to expand the gaming industry significantly.
- Insights into how digital marketers are leveraging generative AI.
- A curated list of 10 generative AI tools for driving app growth.
AI Marketing and ROI Analysis
While AI marketing tools offer enhanced capabilities, clarity regarding their return on investment (ROI) remains a contention among marketers.
Survey findings highlight potential areas where AI can drive positive ROI for marketing organizations. Specifically:
- 50% anticipate ROI through improved customer service, which is especially relevant for mobile app users or players.
- 47% emphasize the significance of more effective analytics in generating ROI.
- Other ROI priority areas include predictive revenue and forecasting analytics, albeit with slightly lower percentages.
While increased efficiency and expanded capacities suggest positive ROI indicators, ongoing evaluation and refinement are essential for maximizing AI’s potential in marketing endeavors.
While many marketers have embraced AI, its complete potential is yet to be realized. AI presents an opportunity to alleviate marketers from operational tasks, empowering them to focus on creativity and delivering unique customer experiences. It’s not merely about automation but about elevation, enabling creativity, and amplifying brand presence. – ADRIANA GIL MINER, Iterable’s Chief Marketing Officer
Marketers’ Expectations of AI
Insights from the surveyed 1,200 marketers reveal their expectations from AI marketing tools:
- 39% seek enhanced creativity through AI.
- 37% desire AI to handle tasks, allowing more time for fulfilling activities.
- A similar percentage (37%) aims to feel more tech-savvy.
- Additionally, nearly a third anticipate AI’s role in reducing stress levels.
FAQs
1. What was the scope of the survey conducted by Iterable?
Iterable surveyed 1,200 marketers across the U.S., UK, Netherlands, and Germany to gauge the extent of AI utilization in their daily workflows.
2. What is the general sentiment among marketers regarding the potential of AI marketing tools?
Approximately 75% of marketers express optimism about AI marketing tools, seeing them as avenues for generating new job opportunities and unlocking growth prospects.
3. What are the top priorities for marketers when utilizing AI marketing tools?
The study suggests that marketers prioritize optimization (57%), automation (53%), and predictive analytics (50%) when utilizing AI marketing tools.
4. How do marketers perceive the value of generative AI tools?
Interestingly, while generative AI tools garner significant attention in artificial intelligence, only 49% of marketers perceive them as enhancing their professional endeavors.
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