Marketers seek practical AI applications for campaigns, study finds. And CTV eclipses AI among consumer interests.
Marketers are tapping into AI’s analytics and research capabilities in higher numbers than for genAI content production, according to a 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 field.
AI capabilities. Data analysis (45%) and market research (40%) were the top ways marketers are using AI.
“Marketers continue to focus on data analysis and market research to enhance 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 about the report.
“Using generative AI for automated content creation, such as dynamic creative optimization, that only comes after analytics,” said Weide.
Consumer trends. Many marketers also rated genAI as a top consumer trend (55%), just below CTV (56%). TikTok/social video came in third at 47%. GenAI scored first in the previous survey.
Here are all the top consumer trends rated by marketers and where they landed in the rankings:
“As so many dynamics are changing and with the focus on first-party data and performance, brands still need reach,” said Deborah Wahl, former CMO of General Motors, at the roundtable. “It’s incredible watching the growth of the CTV market and where that can go. … I changed a lot of the spending, when I was running things [at General Motors] to really focus on [CTV], and it’s good to see that’s the number one trend that everyone is looking at.”
Why we care. Creating images and texts from a simple prompt is working its way into marketing workflows. Three-quarters of marketers in this survey haven’t yet taken the plunge, perhaps due to lingering concerns over brand safety. What many marketers can verify, however, is the ability for AI to help “sift through the data you often can’t fully process,” Weide said.
With the holidays coming up, marketers will likely deploy AI capabilities to help shoppers find the right gift. Consumers are interested in how retailers are using these tools. And for wary consumers, they might not even know when the experience is AI-powered.
The full report can be read here (registration required).
The post Data analysis and market research top list of AI use cases appeared first on MarTech.
About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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