More than a third of marketers (36%) say their company lacks a “clear, actionable plan for integrating AI into their marketing strategy,” according to a new report. On the positive side, 40% said they have “a clear plan and execute it well.”
Outstanding:
- Find these places and don’t work there: 10% of those without a plan also said, “and we don’t know where to start.”
- I feel for this group: 22% said they have a plan but “struggle to execute.”
THE SOCi AI Marketing Transformation Index (registration required) is based on responses from over 300 digital marketers to questions about the use of AI in marketing and plans for its use.
Privacy, cited by 52% of respondents, is marketers’ top concern regarding AI in marketing. This is followed by “over-reliance on technology” (46%), “data AI readiness” (41%), and “AI can replace my role” (36%). Other concerns included integrating current systems (35%) and ensuring ROI (30%).
Marketers’ Top Concerns About AI in Marketing
Highlighting the need for more training around AI, 47% of respondents said their biggest challenge was a “lack of understanding of AI.” This is followed by “difficulty aligning AI with marketing objectives” (44%), “inadequate training or education” (43%) and “budgetary constraints” (36%). Only 1% reported other difficulties, while 7% did not integrate AI at all.
When it comes to marketing staff dedicated to overseeing AI models, 39% have dedicated staff, 21% do not, and 37% are training or upskilling their staff.
And now, here are this week’s releases:
- ZoomInfo ZoomInfo Copilot is an AI-powered solution that unifies a company’s go-to-market data, including CRM data and ZoomInfo data. It uses generative AI to provide insights and recommendations to sellers. It also features AI-guided prospecting, dynamic buying committees, AI-driven generative outreach, AI email assistant, unified data, and personalization options.
- 10Web AI Ecommerce Website Builder enables the creation, optimization and management of online stores using artificial intelligence. It is integrated with WordPress and WooCommerce and provides payment processing, product and order management, AI image and content generation, hosting, tax and shipping options and analytics.
- ChannelMix Pacing Dashboard integrates real-time data from various marketing sources and uses predictive pacing algorithms and AI-driven plan types to help marketers optimize their budget allocation and campaign performance.
- Medals has four new generative AI solutions for its Medallia Experience Cloud. Ask Athena allows users to ask questions about their business performance, customer segments or feedback records and get answers from their own data. Intelligent Summaries generates summaries of customer interactions, profiles, and more, which can be used across the entire enterprise technology stack. Smart Response allows employees to create personalized and precise responses to specific comments, using generative AI, while having the ability to edit, send and control the final response. Themes help employees identify and analyze issues with more detailed, actionable themes, including intelligent summaries, and track and investigate emerging trends and KPI changes over time.
- China Trading Office China Marketing Maestro is an AI tool for understanding Chinese consumers. It uses surveys, research and Chinese market data to provide expert knowledge of the Chinese digital marketing landscape, which involves local platforms such as WeChat, Douyin and Xiaohongshu. It also helps create culturally relevant content and optimize advertising options for different consumer segments.
- Viant Technology Viant Data Platform is an advertising technology platform. It allows advertisers to use trusted, privacy-focused signals in partnership with publishers. It includes Chat with Data, a generative AI technology that analyzes campaign performance and important KPIs such as ROAS.
- Solvacy’s The new social media management platform uses artificial intelligence to streamline digital marketing. It simplifies complex digital marketing tasks and offers comprehensive tools for content creation, analysis and optimization of social media strategy. Key features include AI-powered content suggestions, an analytics dashboard, cross-platform management, and an influencer collaboration center.
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About the Author
Constantine von Hoffman is editor-in-chief of MarTech. A veteran journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He was an editor at the Boston Herald, a news producer at NPR and has written for Harvard Business Review , Boston. Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has lectured at anime and video game conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the realistic novel and magical John Henry the Revelator. He lives in Boston with his wife, Jennifer, and too many or too few dogs.
