In the next year, almost three-in-four marketers (72%) will prioritise spending on generative AI, with two-in-three (67%) industry professionals putting up to 30% of their marketing budgets towards the technology.
Despite a general eagerness to invest, however, almost half of marketers (45%) do not feel their marketing technology is equipped to leverage AI.
The findings come from the latest research from digital experience software company SiteCore, which conducted the ‘AI & Composable Marketing Software Survey’ to understand how AI can improve marketers’ work and the digital experiences offered by brands.
The report identified a skills gap in the marketing industry, with two-out-of-five marketers (42%) feeling their marketing team lacks the technical skills required to use generative AI as part of their strategy. A whopping 92% of marketers also feel that AI will actually plug skills gaps in their businesses and 70% think it will lead to new jobs being created.
With regards to personal development, the vast majority of marketers feel that AI will improve their work (93%) and make them more competitive (91%). Additionally, while 69% feel the technology will allow them to create more personalised content, 60% admit that AI will provide them with a ‘steady stream of relevant content’.
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“The recent rate of innovation in marketing technology has been truly remarkable,” Sitecore chief product officer Dave O’Flanagan said. “Rather than becoming overwhelmed and exhausted by these advancements, we’ve found marketers to be bold and experimental in embracing technologies like ChatGPT. Unlike other tools that have been tough to implement, generative AI shows promise in not only being relatively easy to incorporate into composable martech stacks but also quick to have a measurable impact on marketing campaigns.”
