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Survey of over 1,200 marketers in the US, EMEA, and Australia
Iterable, an AI-powered customer communications platform, announces new research conducted by Wakefield Research that explores how AI is shaping marketing roles, strategies, and customer experience from the perspective of marketing professionals in the US, EMEA, and the rest of the world. We revealed how we are changing. Australia. The data reveals that AI adoption among marketers has exceeded our initial expectations. 99% of marketers surveyed currently use some form of AI on a daily basis, and 91% of marketers currently use AI in their work.
“This frees them up to focus on creativity and creating unique experiences that delight their customers. AI is more than just automation. It raises the bar, unleashes creativity, and amplifies the voice of your brand. The future of marketing is not about replacing human ingenuity, but about using AI to enhance it.”
“Many marketers are embracing AI, but are not yet leveraging its full potential. It provides an incredible opportunity to unlock,” said Adriana Gil Miner, Chief Marketing Officer at Iterable. “This frees them up to focus on creativity and creating unique experiences that delight their customers. AI is more than just automation. It raises the bar, unleashes creativity, and amplifies the voice of your brand. The future of marketing is not about replacing human ingenuity, but about using AI to enhance it.”
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Analyzing data from across the region, the report finds that despite widespread early adoption of AI, to realize its full potential, marketers must explore a broader range of AI applications. It has become clear that they need significantly more training and access to better AI solutions.
Expectations (and fears) are rising
Thanks to recent rapid advances in AI, the marketing landscape has undergone dramatic changes. The survey revealed the extent to which marketers are actively adopting and experimenting with artificial intelligence, particularly generative AI, in their work (91%). Remarkably, the majority of marketers (67%) see AI as more than just an efficiency and productivity tool. They consider it a technological revolution.
However, despite widespread enthusiasm, nearly half (49%) of marketers find AI intimidating, with rising expectations (54%) and the challenge of meeting new compliance or regulatory standards (49%) ) as the main cause of this feeling of intimidation, and there is growing concern among market participants. Marketing experts talk about the need to learn AI technologies to stay competitive.
A significant 89% are at least somewhat concerned about the need to acquire AI skills to remain relevant as a marketer, and 28% are very concerned. Shockingly, only 48% of marketing teams are well-trained, highlighting the glaring gap between excitement and empowerment in the industry.
Opinions differ on ROI
Recent rapid advances in AI have dramatically changed the marketing landscape. Marketing professionals agree that AI will continue to impact their jobs and roles, but they disagree on the ROI. The majority (51%) of marketing teams that use AI on a daily basis define their ROI for AI as centered around improved efficiency. Furthermore, 50% cite stronger customer relationships, 47% emphasize more effective data analysis, 46% predict financial returns, and 42% expect AI to improve forecast accuracy. Masu.
But the ROI of AI doesn’t have to be immediate. In fact, 94% of marketing teams believe their organization will likely continue to advance the use of AI even if goals are not met, with the US leading the way (97%) .
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AI’s creative potential
As customer expectations continue to rise, marketers are turning to AI to meet growing demand. When asked what marketers want from new AI capabilities, 39% consider AI successful if it helps increase creativity, and 37% say they want more free time to accomplish tasks. and 37% want to feel like they are tech-savvy and ahead of the curve. , 32% want to feel less stressed. AI is as versatile as it is fascinating. When asked specifically what type of AI tools would make their jobs (and lives) easier, 57% of marketers surveyed overall chose optimization, while 53% chose automation. , 50% chose predictive tools and 49% said generative AI.
Josh Geiser, senior manager of CRM, lifecycle and mobile at Redbubble, highlights the creative potential of AI for him and his team in the Iterable case study.
“I have experienced first-hand how AI has revolutionized the way I work every day. But the most appealing benefit of AI is that it gives me more time to daydream. We come up with our best ideas when we are able to step away and let our minds wander. These moments of mental freedom stimulate creativity, which can foster richer relationships. , we can explore opportunities for collaboration with AI, amplifying our creative potential.”
AI is just beginning
As AI rapidly transforms the marketing landscape, forward-thinking marketers are seizing the opportunity. 75% are optimistic that AI will not only create jobs but also open up new avenues of growth, such as personalized customer experiences and data-driven campaign optimization. More than a third (37%) believe AI will become an integral part of their overall skillset as a marketer.
Want to unlock the power of AI and learn more about the trends shaping the marketing industry? Read our white paper, Do Less, Think More: How to Succeed in the Age of AI-powered Marketing Explore practical strategies and insights to take advantage of AI opportunities.
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[To share your insights with us as part of editorial or sponsored content, please write to sghosh@martechseries.com]
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