As part of a significant change in the marketing landscape, a recent study from PrimeAudienceconducted in partnership with independent research firm Censuswide, highlighted the growing importance of generative AI for marketers in the United States. The survey, conducted among 251 marketers, comes at a critical time as the industry grapples with Google’s unexpected adjustments to its plans to deprecate third-party cookies.
Google’s announcement and its impact
Google’s decision to deviate from its original plan to completely eliminate third-party cookies has had repercussions for the digital advertising ecosystem. The move has prompted marketers to re-evaluate their strategies, with an increasing emphasis on proprietary data solutions and advanced AI technologies. These technologies are crucial to improving audience engagement and targeted marketing efforts in the age of third-party cookies.
Generative AI: the new frontier
The survey reveals a sharp increase in the perceived importance of generative AI among U.S. marketers. According to 59% of respondents, generative AI has become even more crucial after Google’s announcement. This sentiment is reflected in their planned spending, with 90% intending to increase their spending on this technology. More than half of these marketers plan to increase their budget by up to 16%.
Marketers are particularly attracted to generative AI for its data analysis, audience targeting, and personalization capabilities. According to the survey:
– 49% of respondents highlighted improved data analysis as a key benefit
– 45% highlighted improved audience targeting
– 43% noted better personalization
These benefits are already translating into positive results, with 87% of respondents saying generative AI has delivered positive results in their marketing campaigns. Additionally, 83% of respondents expressed confidence in the ability of their current AI tools to effectively identify and engage new audiences.
Mateusz Rumiński, Vice President of Product at PrimeAudience, commented on the findings, highlighting the industry’s continued adaptation to unforeseen changes in digital advertising. He highlighted the resilience and adaptability that generative AI offers in an unpredictable advertising ecosystem, suggesting that the technology’s full potential has yet to be realized.
The report highlights a strategic trend within the publishing and marketing industries towards the adoption of AI-based methodologies. While traditional approaches face constraints, particularly when it comes to tracking and analyzing data, leveraging powerful AI tools could prove crucial for publishers and marketers looking to improve audience experience across digital and print platforms.
The findings suggest a growing consensus on the need for innovative solutions in audience development. Businesses face the challenge of connecting with consumers in a privacy-conscious but data-driven environment. In the future, audience-first strategies incorporating AI could play a central role in redefining how businesses target and engage their audiences.
Curated, edited and published by our team, with stories provided by the AI news platform, Noah Wire Services.
More about this
- conventionteams.com/solutions/ai/adoption-statistics – Supports the growing importance and adoption of generative AI in marketing and sales, highlighting its benefits in data analysis, audience targeting and personalization.
- mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai – Supports the rise of AI adoption, particularly in marketing and sales, and the expectation of significant business value from generative AI.
- salesforce.com/news/stories/generative-ai-statistics/?bc=DB – Provides statistics on the use of generative AI in marketing, including its application in data analysis, audience targeting and personalization, as well as the positive results reported by marketers.
- masterofcode.com/blog/generative-ai-statistics – Highlights the growing adoption of generative AI in marketing, the benefits in terms of data analysis and audience targeting, and the expected increase in investment in this technology.
