Digiday Research: Marketers don’t understand AI well

May 04, 2018

By Mark Weiss

At the Digiday AI Marketing Summit last month in Santa Barbara, California, we spoke with leaders from 37 companies interested in applying artificial intelligence to marketing about their readiness for AI. Check out our earlier research on how marketers aren’t rushing to develop voice marketing capabilities here. Learn more about our upcoming events here.

Quick takeaways:

  • On a letter grade scale from A to F, roughly half of the marketers rated their company’s understanding of AI as a C.
  • Fifty-seven percent of marketers say their companies have implemented AI into marketing efforts.
  • Just over half of marketers say incorporating AI technologies into marketing is a high priority.
  • Only 27 percent of marketers say their company has a team working solely on AI-related projects.

AI is a mystery
If you asked a room of 10 marketing professionals to define AI, you’d probably get 10 different answers. From machine learning to algorithms to neural networks, everyone has their own interpretation of AI. As one marketer at the event put it: “I think we’ve been using ‘artificial intelligence’ in different variants for a while, but there’s a fuzziness around what it can and cannot do.”

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Source:: Digiday


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