According to recent studies, AI is becoming an important tool in marketing. Gartner surveyed 418 marketing leaders and found that 73% of them use generative AI, while 27% said that their organization has little to no use of generative AI when it comes to marketing campaigns. 77% of marketers are using generative AI for creative development, 48% are using it for strategy work and 47% are using it for campaign evaluation and reporting benefits from it.
Even though many of the CMOs are implementing AI in their organizations and allocating budgets for it, 87% of them said that they faced some problems with the performance of generative AI last year. 45% said that they had to terminate their campaigns early last year because they were experiencing underperformance due to AI. CMOs said that there are some barriers to their success, with 31% blaming finance, 26% blaming executive leadership and 26% blaming sales.
On the other hand, research by Adobe found that marketers have an opportunity for personalization when it comes to AI because customers expect all their touch-points to be personalized when they are interacting with a brand. 97% of marketers think that they can achieve mass personalization with AI but some think that they need proper tools for it. Customers also aren't giving any negative reaction to content generated with AI, with customers reporting that knowing content is made with AI doesn't change how they see it. Three in four consumers also said that they get more engaged when they find out that content is made by AI. They are even willing to share data about the products they have viewed (52%), past purchases (56%), age (41%), and gender (47%) if it can help improve the AI experience for them.
Different generations are also seeing AI for marketing in different lights, with Gen-Z showing high interest in personalized content, while Baby Boomers want personalization of content in the retail industry. 45% of millennials are more inclined towards email campaigns while 51% of Gen-Z want social media personalization. Adobe also found that the Photoshop email test using GenAI tools saw more than a 10% increase in its click-through rates while a follow-up email test reported a 57% increase in click-through rates. 26% of marketers believe that AI personalization can increase consumer brand loyalty.
Read next: YouTube Tightens Content Rules to Curb Harmful Trends Among Teen Users
Even though many of the CMOs are implementing AI in their organizations and allocating budgets for it, 87% of them said that they faced some problems with the performance of generative AI last year. 45% said that they had to terminate their campaigns early last year because they were experiencing underperformance due to AI. CMOs said that there are some barriers to their success, with 31% blaming finance, 26% blaming executive leadership and 26% blaming sales.
On the other hand, research by Adobe found that marketers have an opportunity for personalization when it comes to AI because customers expect all their touch-points to be personalized when they are interacting with a brand. 97% of marketers think that they can achieve mass personalization with AI but some think that they need proper tools for it. Customers also aren't giving any negative reaction to content generated with AI, with customers reporting that knowing content is made with AI doesn't change how they see it. Three in four consumers also said that they get more engaged when they find out that content is made by AI. They are even willing to share data about the products they have viewed (52%), past purchases (56%), age (41%), and gender (47%) if it can help improve the AI experience for them.
Different generations are also seeing AI for marketing in different lights, with Gen-Z showing high interest in personalized content, while Baby Boomers want personalization of content in the retail industry. 45% of millennials are more inclined towards email campaigns while 51% of Gen-Z want social media personalization. Adobe also found that the Photoshop email test using GenAI tools saw more than a 10% increase in its click-through rates while a follow-up email test reported a 57% increase in click-through rates. 26% of marketers believe that AI personalization can increase consumer brand loyalty.
Read next: YouTube Tightens Content Rules to Curb Harmful Trends Among Teen Users
