Bright auctionadtech platform for Google search, revealed that the majority (84%) of marketers are already leveraging AI tools in their digital advertising strategies, with 79% saying that using AI tools IA had increased their return on investment.
- 85% of marketers trust AI tools
- 64% plan to use them more in their marketing campaigns
- 71% of marketers express concerns about the ethics of using AI tools
Building on this success, 64% plan to integrate more tools into their workflow in the future. Key application areas include automation, increasing efficiency and improving bottom lines. Respondents used a wide range of tools, but generative AI, in most cases ChatGPT, was the most popular technology.
Its launch in November 2023 has sparked global interest in generative AI tools and their impact on work processes. Companies were quick to recognize this and offer training on these new technologies. As a result, 88% of marketers say they are satisfied with the training they received on using the tools, and 86% believe they understand AI algorithms well.
Brightbid’s latest white paper, ‘The Truth About AI Tools: Insights from a UK Marketer’s Perspective’, highlights the current AI revolution and its impact on modern marketing. Based on an exclusive survey of 200 UK marketers, the study examines how businesses are leveraging AI tools to improve marketing results and help more marketers access the benefits of the technology.
While the majority of marketers already take advantage of these tools, 8% still do not use them at all, or not for professional purposes. Reasons for delaying project adoption included concerns about data quality, budget constraints, and lack of familiarity with the technology. The majority (71%) of respondents also expressed concerns about the ethics of using AI, highlighting the need for an open debate on regulation.
Gustav Westman, CEO and co-founder of BrightBid, said: “There is no doubt that AI is driving revenue. An overwhelming majority of marketers (79%) said AI helps improve ROI and agreed that this success can be directly attributed to the use of AI tools. However, there are still significant barriers to AI adoption, with some marketers citing lack of training and budget constraints. The landscape is changing rapidly, so we hope this peer-to-peer information will help all organizations find ways to start benefiting from this technology.
Kate Cox, CMO at BrightBid, said: “When used correctly, we have seen that AI simply amplifies and enhances the campaign rather than overpowering it. 40% of marketers surveyed admit that these tools improve their results, and although it can sometimes seem like a “black box”, we are reaching a point where it is no longer possible to avoid using AI. Now is the time to truly understand this technology by leveraging unique insights that help drive better results for marketing efforts.
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