AI and the Future of Marketing

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:

• How (and how often) marketers and advertisers are using generative AI in their work
• Details on how many agencies and marketing organizations are currently paying for generative AI tools
• An examination of how AI is impacting marketers' efficiency and job performance
• A look at how marketing organizations are replacing human tasks (and, in some instances, human employees) with AI
• An in-depth exploration of how marketers and advertisers feel about AI's risks, including the technology's legal, brand safety, and environmental liabilities
• A forward-looking view of how industry professionals believe AI will shape the future of marketing
• Much, much more

Ready to explore how AI is shaping the marketing and advertising industries—and how industry professionals feel about what’s to come? Download the full report today.