AI interest on the rise among marketers
Marketers have identified the potential benefits of AI, but changes will not come overnight.
More marketers are showing an interest in artificial intelligence (AI) - particularly when it comes to improving campaign efficiency - but it may take a while to have a noticeable impact, according to new research.
The study from Salesforce shows that in the next five years, marketers anticipate personalisation and efficiency to improve as a result of AI advancements.
Almost two-thirds (61 per cent) of respondents said they they think AI will improve their ability to deliver the right message at the right time, while the same percentage said it will help with the hyper-personalisation of content and the creation of dynamic landing pages and content.
Assisting with campaign analytics and increasing overall productivity of marketers were identified as other potential advantages AI can bring to the industry, eMarketer reports.
Recent research from Rocket Fuel also revealed millennials are becoming more receptive to the use of AI in marketing, with 80 per cent of respondents between 25 and 34 years old saying they understand why brands want to use it to offer personalised messages to consumers.