The state of AI in marketing technology is transforming at a rapid pace. In just three short years the adoption of AI-driven solutions among marketers has more than doubled – from 43% in 2016 to 88% in 2019. With a steep adoption curve, substantial capital investments, and big expectations on the potential to impact marketing efforts, many marketers want to know where AI-led marketing technologies stand today, what opportunities exist for the future, and how best to implement and integrate these technologies in order to leverage their full potential.
A recent commissioned study conducted by Forrester Consulting on behalf of Albert set out to uncover the sought-after answers to these critical questions. Here’s a brief look at some of the highlights:
AI in Marketing Tech: Expectations Versus Reality
How impactful is AI in helping marketers to address the complex needs of today’s digital ecosystem? While adoption of AI solutions among marketers is high, the study shows that the implementation and impact of these solutions to date have not met marketers’ expectations. In fact, according to survey results, more than 50% of marketers leveraging AI technologies are still struggling to solve many of the problems they hired AI to do, such as improving the effectiveness of marketing campaigns, improving the customer experience, and increasing customer retention. This study addresses some of the current challenges and why the future for AI may be brighter than it looks.
What are the Secrets to Success with AI?
What is more interesting is why some marketers have had more success than others. The study points to the methodology marketers are employing to leverage AI as a key factor in their success. In fact, of the 88% of marketers using AI technologies today, only a small minority are leveraging a collaborative, autonomous AI approach, while the majority of marketers are employing a more limited, assisted AI methodology (see Figure 2.1 below). Read the study to learn how autonomous AI marketing is driving results.
Tips to Leveraging AI’s Full Potential
As early adopters have learned, tapping the full potential of AI requires more than simply adopting the technology; it requires a new approach to the marketing organization and its processes. Marketers will need to rethink the impact of AI-led technologies and how these new capabilities will inform strategy, decision-making and execution across the organization. This report includes insights and best-practices for marketers today.
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