The Chartered Institute of Marketing (CIM) has released a serious statement today, expressing concern over the increasingly common usage of news-outlet-faces-backlash-over-use-of-ai/” target=”_blank” rel=”noopener”>artificially intelligent (ai) generated content and imagery in marketing campaigns. The institute’s concern stems from the fact that while the number of marketers employing ai has significantly increased, only a small percentage of them feel confident in their ability to utilize it effectively.
The Widening Discrepancy between ai Adoption and Marketer Proficiency
A poll carried out by CIM among over 1,000 contact Chief Marketing Officers (CMOs) revealed that almost half of marketers are actively using ai in their day-to-day operations. Additionally, an extra 40% are planning to integrate ai into their strategies soon. However, only 12% of the respondents declared that they had not yet adopted any form of ai or machine learning.
These statistics demonstrate the growing importance of ai in marketing and its potential to revolutionize the industry. In fact, ai ranked as a top three priority for 44% of respondents, surpassing digital marketing and customer experience management.
Barriers to Effective ai Implementation
Despite the enthusiasm surrounding ai adoption, marketers in Europe are facing several challenges when it comes to implementing this technology. The most significant barrier is a lack of understanding regarding suitable ai software. A staggering 57% of respondents highlighted this issue.
Furthermore, the absence of in-house expertise necessary for effective implementation was lamented by 39% of marketers. Another significant hurdle is the scarcity of adequate data required to train ai models, acknowledged by 24% of respondents.
Applications of ai in Marketing
Despite these challenges, contact marketers have identified several primary applications for ai in their domain. The leading application is content production, where a whopping 69% of respondents are utilizing ai.
Conversational ai ranks second, with 35% of marketers adopting it. Lastly, automated analysis is being employed by 14% of marketers. These applications signify a strategic integration of ai into various aspects of marketing operations to increase efficiency and effectiveness.
Implications for Businesses
The growing gap between ai adoption and marketer proficiency could have far-reaching consequences for businesses. While ai possesses the potential to transform marketing strategies and fuel business growth, its successful implementation demands a deep understanding of the technology and the expertise to wield it effectively.
Businesses that fail to bridge this proficiency gap risk facing issues arising from suboptimal ai implementation. This could potentially undermine their competitive edge in an increasingly ai-driven marketplace.
CIM CEO Chris Daly’s View
In response to the findings, CIM CEO Chris Daly acknowledged the impressive progress made by contact marketers in ai adoption. However, he emphasized the pressing need for marketers to acquire the necessary skills and knowledge to harness ai’s transformative capabilities effectively. Daly underscored the importance of businesses investing in training and development initiatives to bridge the proficiency gap and maximize the potential of ai technology.
