The state of AI in marketing – who's using it and how to start

As attention spans wane, contract and become more sparse, always-on optimisation has become the Holy Grail for marketers. Here, Leah Pope describes the profound uplifts AI stands to deliver marketers who are willing to invest the time and understanding. Customer journeys are becoming increasingly complex due to the growing number of channels and touchpoints. At the same time, according to a Dentsu Aegis report, marketing is getting a bigger seat in the boardroom with record-high technology budgets that are expected to surpass those of CIOs this year. In fact, technology now accounts for 29% of the total marketing budget, making martech (marketing technology) the largest investment in terms of marketing resources and programs, according to Gartner.