Almost half of marketers ‘already using’ AI for market research
New Marketing Week data finds widescale use of AI across various areas relating to effectiveness, with uptake amongst B2C firms and large businesses far higher.
The use of AI has already made substantial inroads in the UK marketing sector, with nearly half of the companies taking part in Marketing Week’s 2024 Language of Effectiveness survey using the tech for market research.
Some 46.2% of the more than 1,200 marketers surveyed 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.
A further 42.1% are currently using AI for audience targeting and segmentation, while 41.4% are implementing machine learning when planning media spend prior to a campaign. Two fifths are using AI to optimise spend mid-campaign (41.1%), for market mix modelling (40.7%) and testing of creative prior to a campaign launch (40.4%).
