Almost one-third (32 per cent) of B2B marketers have revealed they are not confident understanding artificial intelligence (AI) and how it could be used as part of their marketing strategies.
This is one of the findings of new research from EverString and Heinz Marketing, which found that only 12.8 per cent of B2B marketers feel 'very confident' where AI is concerned.
However, this technology could be helping marketers to personalise their customer communications, improve their data management and build pricing models, so it is important they know how to get the most out of it.
Yet the report highlighted: "The hype [around AI] has likely created a fog of confusion with many B2B marketers, because the broad visionary concepts likely distract from how to get the best value today."
As a result, almost half (49 per cent) of respondents admitted AI did not currently play a role in their marketing, indicating that they could be missing out on significant opportunities for development.