Optimally utilise AI and ML in marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2021, 11:38 AM UTC

Digital marketing leaders find it difficult to optimally utilise artificial intelligence (AI) and machine learning (ML) across marketing functions, according to a Gartner study.

63% of digital marketers struggle to offer personalised customer experiences due to underutilisation of AI and ML, as per the report. When it comes to aligning consumer retention and acquisition targets across the marketing function, scaling the use of AI and ML is a major challenge for marketing leaders.

Digital marketing leaders (84%) believe that AI/ML can improve marketing functions' ability to deliver real-time, personalised experiences. Further, digital marketers want to use AI and ML to automate, scale, and streamline marketing activities.

Marketing executives must develop a personalisation roadmap, prioritise existing technology, and concentrate on management and organisational culture shift. Noah Elkin, vice president analyst for Gartner says, marketing leaders must address personalisation challenges by leveraging existing customer data.

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