Retailers are ready for AI marketing (but 70% see tech skills as barrier to success) Netimperative - latest digital marketing news

While artificial intelligence is becomes a major new tool for marketers, nearly one in two retailers are missing out on leveraging AI marketing to better understand customer behaviours, according to new research. The study, conducted by Forrester Consulting on behalf of Emarsys, looked at the growing role of AI in the retail and e-commerce industries. In an industry that's thought to be going through a'creativity crisis', there's some good news for retail marketers amongst the findings: The study, entitled'Building Trust and Confidence: AI Marketing Readiness in Retail and e-Commerce1', sought to understand if there is still a gap between the readiness of AI marketing solutions to execute on real-time B2C marketing campaigns, and the readiness of marketing tech users and business decision makers to adopt AI marketing technology. Businesses polled across US, UK, Germany, France and Australia had revenues from at least $50m to more than $5bn. The study highlighted that marketers and business decision makers polled believe AI-powered marketing will shift the role of marketing toward more strategic work (79%) and make marketing teams more efficient (86%) and effective (86%), as well as enabling them to focus on value-generating tasks as AI automates workflows (82%) and reinventing the way that marketers work (82%).