A recent survey of more than 300 marketers by Resulticks found that almost half thought artificial intelligence was an overhyped industry buzzword and 40% felt skeptical when they saw or heard the term. The survey also found that 47% of marketers believed AI was more fantasy than reality. Artificial intelligence has certainly become the buzzword of 2018 as brands and retailers increasingly explore how it will impact their business this year and beyond. Speaking at an event recently hosted by StoryStream on the hype behind AI in marketing, it became apparent that whilst AI is in its infancy today, many brands and retailers are already actively using AI for the likes of content creation, content management, customer insights, personalization and customer acquisition. Brands including Aston Martin, Shiseido and Mars are already actively embracing AI experimentation in marketing and some have been at it for some time.
One of the most interesting qualities about AI technology is that the benefits are virtually limitless. Nearly every industry stands to gain in some way from the power of machines, and this technology is just as relevant to content marketers as it is to the most complex tech companies. However, it seems that the integration of AI and marketing is only beginning to grow. Today, nearly 40% of marketing departments report that they are adopting AI into their strategies, and the majority do believe that the technology could make positive improvements to their tactics. Although AI technology has nearly endless amounts of potential for ALL business operations, there is clear evidence that it can be especially useful for content marketers.
As you may already know, as the CMS-Connected team, we often attend some significant tech providers' annual user conferences to capture the buzz of their events through our interviews with the attendees. During those conversations, more often than not, we notice the same gap between technology providers' executives and actual users. Personalization, big data, omnichannel, real-time marketing, voice assistants, artificial intelligence, applications, and all other buzzwords have been thrown into every conversation at those events but when we go in-depth on actual use cases, often times the hype on the new technologies aforementioned seems to outpace the reality and practicality. Instead of frothing up the bubble on the hype, a marketing automation platform provider, Resulticks, conducted a study to see the real story behind the fancy martech world. In the end, the study concluded that most marketing technology solutions have overpromised and under-delivered, leaving marketers ready to throw in the towel.
When you think about artificial intelligence (AI), robots, androids and other futuristic technologies may come to mind. And while some of the most successful tech companies like Facebook, Amazon and Google have built their success on industry-changing applications of artificial intelligence, the concept is still fairly new to content marketing teams. In the most basic sense "artificial intelligence" broadly refers to the processes and technologies that are created to teach machines to perform intelligent tasks. For content marketers, "intelligent tasks" typically refer to algorithms designed to process data. This goes far beyond automation, which is where the majority of marketing technology supports marketing teams today.