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Survey from Basis Technologies Reveals Behaviors and Perceptions in the Use AI for Jobs in Marketing
Chicago – July 27, 2023 – Basis Technologies (https://basis.com), a global provider of programmatic advertising and media automation solutions, today announced survey results showing that 72% of marketing professionals use generative artificial intelligent (AI) tools at least once a month. Furthermore, while 52% of those surveyed say that they use the technology for content creation, 70% don’t think AI-generated content is as good as their organization’s human-generated content. Basis Technologies’ study was completed in July 2023 by more than 200 respondents at agencies, brands and publishers. The report, ‘Generative AI and the Future of Marketing,’ is available at: https://basis.com/GenerativeAIreport.
Additional findings show that:
As a variety of AI-driven technologies rapidly become commercialized for marketing functions, brands and agencies are compelled to explore strategies that harness these innovations responsibly and ethically. Basis Technologies’ survey provides insight into current state and future trajectory of AI adoption in marketing and advertising -- illustrating behaviors and perceptions of a key audience considering this technology for their work.
“AI is proving to be a powerful, disruptive force in the marketing ecosystem, and the wider implications of this technology development could be extraordinary,” said Ryan Manchee, SVP of brand marketing, Basis Technologies. “While there is still much exploration of generative AI in our industry, it may not be long before expertise in this segment becomes essential for marketing. It is vital for brands and agencies to embrace AI-driven practices that strike a balance between automation and authenticity while improving aspects of their workflow and operations.”
Basis Technologies is developing the marketing industry’s most comprehensive, automated, and intelligent SaaS platform, leveraging machine learning and AI for various functions in its software. Its Basis platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. Basis capabilities include ad buying via programmatic, vendor-direct, search and social. The platform’s nucleus is a top-rated omnichannel DSP complete with programmatic guaranteed and private marketplace deals.
About Basis Technologies
Basis Technologies is a global provider of programmatic advertising and media automation software and services for enterprises. The Basis platform improves omnichannel marketing performance by unifying programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It delivers a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Delivered through a world-class media services team or a SaaS model, Basis solves digital media complexity and drives profitability through a single system of record, seamless team collaboration, and actionable data-driven insights. Headquartered in Chicago with offices servicing North America, South America, and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture. Learn more at https://basis.com.
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