Drivers for AI adoption in marketing
Despite this, according to Gartner marketing budgets have dropped to around 7.7% of company revenue (from 11% pre COVID). Marketers need to achieve more with less.
Faced with the pressure to deliver, teams often start by finding AI technology first and then go looking for problems to solve with it. This is entirely the wrong approach.
Marketing is undergoing a fundamental shift. As customer expectations evolve and digital channels multiply, the pressure on marketing teams to deliver measurable impact has intensified. Boards want more measurable results, greater efficiency, and faster delivery.
Are you heading in the wrong direction?
It’s far better to begin by looking at your business, finding valuable problems to solve. Taking time to map processes out, breaking them down into elements, exploring where in the process AI could be applied to save time, reduce cost or mitigate risk. Return on investment is crucial if AI initiatives are to succeed.
This has led many organisations to look at AI as a possible lever. Marketing is one of the areas where potential benefits are both significant and more immediately accessible.
