MarketingWhy doesn’t marketing make the most of artificial intelligence?
Although it has the vitola of being an eternal promise, artificial intelligence is preparing to emerge from the marketer slumber in which it has remained for so long and to overcome the obstacles that stand in the way of its full development.
Although the “hype” has been around artificial intelligence for a few years now in the marketing and advertising arena, the truth is that this technology continues to be an eternal promise that never seems to take off in this field of activity. However, this could change shortly. This is clear from at least one recent study by the SRH University of Applied Sciences in Berlin.
Three or four years ago, artificial intelligence seemed set to cause a veritable earthquake in the marketing industry. But today this technology does not cause as much hype as it once did in the marketing industry.
From the report of the SRH University of Applied Sciences Berlin it is inferred that currently only 8% of companies use artificial intelligence applied to marketing in their day-to-day life. “In view of the rise of digitization as a result of the pandemic, the truth is that we expected somewhat higher values,” says Claudia Bünte, professor of economics and author of the report.
Even so, It seems that artificial intelligence will hit the marketing department very soon. Not surprisingly, 91% of companies observe that there are great overlapping opportunities to use this technology in a marketing key. And almost 95% adventure that artificial intelligence will play an important role in marketing activities in the near future.
Artificial intelligence is therefore about to emerge from the marketer slumber in which it has remained for so long and to overcome the obstacles that stand in the way of its full development.
One of the main obstacles that artificial intelligence faces is the low level of knowledge that exists about this technology in marketing departments. “Many marketers don’t really know where to start,” notes Bünte.
Artificial intelligence and marketing, a relationship weighed down by complexities that will gradually “unravel”
In addition, there are still many reservations about new-batch technologies, although this trend is fortunately downward.. There are, after all, “excellent SaaS solutions out there that allow the implementation of artificial intelligence without much effort within organizations,” says Bünte.
Although only 8% of companies use artificial intelligence intensively, 21.5% make use of it at least in a limited way.
Most companies use standard solutions from external vendors or develop their own tools to sink their teeth into artificial intelligence. However, in 21% of cases, companies opt for an amalgam of these two solutions.
It should be noted, on the other hand, that Only 15% of companies pride themselves on having the integration of artificial intelligence in other processes very advanced.
Nowadays, artificial intelligence is used above all and above all in those areas in which there is enough data available (the “consumer insights” section, for example). And it’s much less pronounced in areas like product and service creation, pricing, strategy, and planning.
The fact that artificial intelligence is having a hard time taking deep roots in marketing is influenced by the constant addition of new channels to these disciplines (which makes automation difficult) and the heated discussions that there are today in the arena of “tracking.”
–
Do not miss anything from MarketingDirecto.com and join our Telegram t.me/MarketingDirecto
