‘Meaningful for anyone looking to stretch the budget’: Marketers on how AI is changing effectiveness
With nearly half of marketers using AI to drive marketing effectiveness, what are they doing, how is it working and how much further can it go?
There has been no shortage of talk over the last 12 months about what generative AI means for the future of marketing – but that doesn’t mean it isn’t having an impact right now.
Marketing Week’s Language of Effectiveness survey, supported by Kantar, shows that almost half of the 1,200 marketers surveyed are already using AI in certain areas of the marketing function to improve effectiveness.
The data shows 46.2% are already using AI for market research, while 44.2% are using machine learning to produce multiple variants of campaign assets and 43.7% are implementing AI to optimise creative mid-campaign.
