AI Survey Reveals 72% of Marketers Embrace AI Tools Despite Doubts About Accuracy

In a recent survey conducted by Basis Technologies in July 2023, it was found that an impressive 72% of marketers are actively using AI-powered tools at least once a month. Despite harboring doubts about the output and accuracy of these tools, the majority of marketers are leveraging the potential of AI in their work.

The survey, which garnered responses from over 200 professionals across agencies, brands, and publishers, shed light on the current state of AI adoption in the marketing industry. Surprisingly, over half (52%) of the marketers revealed that they are using AI specifically for content creation, even though 70% of them admitted that AI-generated content falls short compared to content produced by human hands.

Generative AI tools are also gaining traction, with 49% of marketers using them at least once a week, and 11% incorporating them into their daily workflow. This highlights a growing interest in leveraging AI’s capabilities to streamline marketing efforts.

Moreover, a staggering 80% of the surveyed marketers expressed confidence that AI will significantly enhance their job efficiency within the next five years. This optimistic outlook contrasts with the opinions of C-Suite and VP-level executives (52%) and entry-to-mid-level employees (34.7%), who are less convinced about the extent of AI’s impact on their work.

Interestingly, concerns over the authenticity of brands using AI-generated content in their marketing or advertising campaigns were raised, with 55% of marketers believing it could be perceived as less genuine by consumers.

The survey also revealed that only 10% of organizations have replaced human tasks with AI solutions over the past year. However, a substantial 48.5% of respondents believe that AI could lead to significant job losses in their industry within the next 3 to 5 years, indicating a mix of excitement and apprehension about AI’s long-term implications on the job market.

Perhaps most strikingly, a vast majority (99.5%) of the marketers surveyed expressed concern over brand safety and misinformation risks associated with AI. This indicates that while AI offers great potential, there are still critical challenges that need to be addressed to ensure responsible and reliable use of this technology in marketing.

As AI continues to reshape the marketing landscape, marketers and organizations must tread carefully, striking a balance between embracing AI’s potential and addressing its limitations and risks.

AI-Powered Martech Platforms Revolutionize Marketing Industry

AI-powered martech platforms and solutions, cutting-edge technologies are reshaping the marketing landscape, promising enhanced personalization and customer engagement.

• Constructor’s Attribute Enrichment: Leveraging deep learning and machine vision, this platform aims to improve the quality of online product catalogs. By combining raw product data with behavioral clickstream data from buyers across various touchpoints, it automatically corrects and enriches product attributes. The result is a seamless browsing experience for buyers, enabling them to discover items of interest while streamlining personalization efforts throughout the customer journey.
• Enji CO.’s Generative Copywriting Tool: Designed for small businesses, this innovative tool ensures consistent brand voice and tone across all marketing content. Users can input a copy sample or follow proprietary prompts to develop a brand voice that aligns with their business identity. The tool then generates copy infused with the brand’s unique voice, which can be further adjusted based on the target customer persona.
• KnowledgeLake’s Intuitive AI: This platform is revolutionizing enterprise content management with its suite of AI-powered solutions. Its workflow engine allows businesses to create tailored workflows catering to specific needs, while the customer experience portal enables seamless interactions such as document uploads and customer queries. The Instant Pro-Form feature empowers organizations to create and customize forms quickly, enhancing user experiences.
• Loop Media’s AI-Powered Brand Safety Layer: Loop Media, a streaming television media company, is now equipping all clients and partners with an AI-powered brand safety layer. Compatible with any demand-side platform (DSP), this technology can analyze speech and detect unsuitable content, ensuring that advertisements streamed on Loop TV meet brand safety standards. It also identifies competitive keywords, optimizing ad placements for maximum impact.
• Power Digital’s nova Intelligence: By aggregating data from a brand’s website, media activities, and CRM, nova Intelligence offers valuable insights to drive marketing success. Its three modules—nova Forecasts, nova Cohorts, and nova Customer Insights—predict revenue trends, identify target audiences, and analyze customer behaviors, preferences, and industry trends, respectively.

With these AI-powered martech platforms at their disposal, marketers are poised to take customer experiences to new heights, while also facing the challenge of responsibly navigating the growing influence of AI in the industry.