Report: Marketers like AI-based tools, but think they already have them
Forrester Consulting study confirms the idea that marketers want AI but don’t yet understand what it offers.
Marketers sure love them some artificial intelligence (AI).
Even if they’re not quite sure what it is or whether they are already using it.
And that’s a key conclusion from another recent study, conducted by Forrester Consulting for Adgorithms, which has created an AI-driven marketing platform called Albert. (Forrester author Nick Phelps told me that, while Adgorithms had input on the report, Forrester had the final editorial control.)
The study, “AI: The Next Generation of Marketing,” conducted in-depth surveys with 150 marketing executives. The key finding:
“Forrester found that confusion and misunderstanding of AI-driven marketing is quite prevalent today. Indeed, many marketers in our study have a very narrow view of current advanced contextual marketing capabilities, much less around AI-driven marketing tools that can make these contextual programs considerably more efficient and effective, while reducing the complexities marketers face in executing and orchestrating digital interactions. However, when the benefits of AI-driven marketing were proposed to them, they were overwhelmingly likely to find these benefits appealing.”