Close to three-quarters (70%) of marketers are planning to use generative AI across their day-to-day marketing strategies in 2024 as the technology becomes increasingly available to the industry.
Identified as one of the five key trends in WARC’s ‘Marketers Toolkit 2024’ alongside socio-political polarisation, masculinity in crisis, sportswashing, and community-based sustainability, the widespread adoption of generative AI by marketers is set to be one the major factors shaping the industry next year.
Of the 70% who indicated that they would be making a concerted push toward the implementation of AI, 12% said that they would look to ‘adopt the technology wherever they can’, whilst over half (58%) described themselves as ‘cautiously progressive’, testing and evaluating the technology on a regular basis.
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Many respondents did however flag up potential issues with the widespread implementation of generative AI such as brand safety, copyright, sustainability and agency remuneration.
“The question is, how do you build [AI] into a scaled organisational competency? That is the obsession of every single day, every single week for the next 18 months. Because it’s a race you have to win,” Mondelez global SVP of consumer experience and digital commerce, Jonathan Halvorson said.
The most popular uses for generative AI among marketers were copywriting (48%), summarising large texts (46%), competitor and category analysis (45%), customer insights (42%) and predictive insights (38%).
Only 8% of respondents said that they were not planning to use the new technology over the coming year.
