Marketers are tapping into AI’s analytics and research capabilities in higher numbers than for genAI content production, in response to a brand new survey of over 1,200 marketers by adtech platform Mediaocean.
The same marketers are also keeping a watch on consumer interest in AI and other trending technologies. Where AI topped the list of consumer trends in a previous survey, CTV now leads the sector.
AI capabilities. Data analysis (45%) and market research (40%) were the top ways marketers are using AI.
“Marketers proceed to deal with data analysis and market research to boost decision-making processes, to optimize campaigns and gain deeper insights into consumer behavior,” said Karsten Weide, principal and chief analyst for W Media Research, during a roundtable discussion in regards to the report.
“Using generative AI for automated content creation, comparable to dynamic creative optimization, that only comes after analytics,” said Weide.
Consumer trends. Many marketers also rated genAI as a top consumer trend (55%), just under CTV (56%). TikTok/social video got here in third at 47%. GenAI scored first within the previous survey.
Here are all of the top consumer trends rated by marketers and where they landed within the rankings:
“As so many dynamics are changing and with the deal with first-party data and performance, brands still need reach,” said Deborah Wahl, former CMO of General Motors, on the roundtable. “It’s incredible watching the expansion of the CTV market and where that may go. … I modified rather a lot of the spending, after I was running things [at General Motors] to actually deal with [CTV], and it’s good to see that’s the primary trend that everyone seems to be taking a look at.”
Dig deeper: 3 explanation why digital video and CTV are booming in 2024
Why we care. Creating images and texts from a straightforward prompt is working its way into marketing workflows. Three-quarters of marketers on this survey haven’t yet taken the plunge, perhaps as a consequence of lingering concerns over brand safety. What many marketers can confirm, nevertheless, is the power for AI to assist “sift through the information you frequently can’t fully process,” Weide said.
With the vacations coming up, marketers will likely deploy AI capabilities to assist shoppers find the fitting gift. Consumers are fascinated by how retailers are using these tools. And for wary consumers, they may not even know when the experience is AI-powered.
The full report may be read here (registration required).
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