Learn to partner with creators and build customer trust with authenticity. Join leaders from TikTok, the NBA and more at Social Media Week, May 16–18. Register now.
It was on Nov. 30, 2022 that the prototype of ChatGPT went live.
Within weeks, hype was spreading around the world about the detailed responses the bot produced, leading to seemingly every other LinkedIn post offering an insight into the use of artificial intelligence.
Advertising, an industry that gravitates toward shiny new things, pivoted from the hype around the metaverse to the promise of generative AI.
And we now have the data to show it. According to software firm Sitecore, a survey of 800 brand marketers (400 in the U.S. and 400 in the U.K.) the shiny new thing is, indeed, AI.
Marketers prepare for AI adoption
The AI & Composable Marketing Software Survey sought to discover the impact that the release of ChatGPT had for marketers:
- 75% expect generative AI to help them get closer to their desired customer experience outcome through greater personalization.
- 56% say digital experience software is a top priority.
- 38% have reallocated budget from metaverse projects to support the deployment of AI.
Marketers believe the greatest benefit will be in customer service (24%), including improved customer loyalty. More than three quarters (76%) said the sudden pivot to adopt new technology results in “budgetary headaches.”
Rather than becoming overwhelmed and exhausted by these advancements, we’ve found marketers to be bold and experimental.
Dave O’Flanagan, chief product officer, Sitecore
In the U.S., 80% of the marketers surveyed have experimented with the technology in comparison to 63% in the U.K.
“The recent rate of innovation in marketing technology has been truly remarkable,” said Dave O’Flanagan, chief product officer of Sitecore. “Rather than becoming overwhelmed and exhausted by these advancements, however, we’ve found marketers to be bold and experimental in embracing technologies like ChatGPT.
“Unlike other platforms that have been challenging to implement, generative AI shows promise in not only being relatively easy to integrate into composable software offerings and wider mar-tech stacks, but also quick to have a measurable impact on marketing campaigns,” he added.
Just under half of respondents (45%) said they didn’t yet feel their marketing technology was well enough equipped to leverage generative AI, while 70% plan to move toward introducing more composable software solutions within their tech stack to utilize generative AI.