AI has the potential to deliver unparalleled data-driven insights that transform marketing strategies. But achieving this potential requires more than just adoption—it demands a disciplined, strategic approach.
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It’s been less than two years since OpenAI introduced the public to ChatGPT and officially ushered in the generative AI era, and the technology has quickly become the hottest topic in all of marketing.
Agencies and in-house teams have rushed to begin using new AI solutions in pursuit of greater efficiency, deeper insights, and creative inspiration, while adtech and martech companies have eagerly promoted their own AI capabilities in the hopes of cashing in on the buzz.
Amidst this flurry of excitement and activity around AI’s potential, marketers and advertisers have begun facing a steady increase in pressure to demonstrate the impact of these new tools. Is AI, in fact, driving new levels of efficiency and facilitating stronger work? Are industry professionals still as excited about this still-emerging tech as they were a year ago, during its relative infancy? Do its many much-touted upsides outweigh a laundry list of potential risk factors? And how much of this AI hype cycle is just that: hype?
For this report, we surveyed marketing and advertising professionals from top agencies, brands, and publishers to see how marketers are using and feel about AI today, and to explore how the technology is poised to shape the industry going forward.
Findings include:
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