New data from Marketing Week reveals widespread use of AI across a variety of efficiency-related areas, with adoption among B2C and large enterprises significantly higher.
The use of AI has already made substantial progress in the UK marketing sector, with almost half of the companies participating in Marketing Week’s 2024 Language of Effectiveness survey using the technology for their market research.
About 46.2% of the more than 1,200 marketers surveyed are already using AI for market research, while 44.2% are using machine learning to produce multiple variations of campaign elements and 43.7% are implementing AI to optimize mid-campaign creative.
42.1% of companies are currently using AI to target and segment their audience, while 41.4% are implementing machine learning when planning media spend before a campaign. Two-fifths are using AI to optimize spend mid-campaign (41.1%), for market mix modeling (40.7%), and to test creatives before launching a campaign (40.4%).
