AI booming but marketers failing to meet personalisation objectives

B2B Marketing 04 Jun 2019 08:33

Some 88% of marketers have used or are planning to use AI, however less than half say technology is helping them meet their objectives, according to research.

A study by Albert Technologies and Forrester has revealed that although the adoption of AI has increased from 43% in 2016 to 88% in 2019, marketers are still experiencing the same complexities and challenges in their tech stack that they were before adoption.

While 74% of respondents are using AI-assisted technology, only 26% are using autonomous AI, which can act on its own insights and work collaboratively with marketers. The research found marketers may have a limited perspective as to the uses of AI, with only 39% believing it can be used for creative development, and 34% believing it can provide insights into other business functions.

While personalisation is a top objective for marketers, only 50% say they feel very well supported by their current technology to achieve this. However, companies in the B2B space are working to improve this challenge.

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AIFollozeAlbert TechnologiesForresterDavid Brutman
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