– Only 56.4% of purchased Martech tools are actually used
– Only 10% of US companies use large language models for marketing activities
– Obstacles such as low investment hinder the use of generative AI
A recent CMO survey reveals that many marketing departments in the US are still struggling to take full advantage of the technologies they use, reports m&kOnly 56.4 percent of purchased marketing tools are actually used. What is particularly striking is that large language models and generative AI are rarely integrated into marketing strategies. Only ten percent of companies actively use these advanced technologies, despite the promising benefits they could offer such as reduced overhead costs, higher customer satisfaction and increased sales productivity.
Many companies still in the testing phase
The survey also highlights that integrating generative AI is fraught with challenges. Companies that have already invested in this technology report problems such as inadequate hardware and a lack of customization to meet specific brand needs. These hurdles slow down the full use of the opportunities that generative AI offers for marketing. Despite the positive impact on costs and efficiency, the study shows that many companies are still in the testing phase and the tools are not yet optimally tailored to their needs.
