Growth Spurt: Marketers Seeing Accelerated Growth With AI (New Report)

Yesterday, the Marketing Manager blog explored some of the hurdles that marketing organizations run into in their AI investment plans, including concerns about skills, data, and privacy.

Recent research from GrowthLoop is painting a picture of just how costly it could be to let those hurdles get in the way of AI adoption, with 39% of the marketers surveyed estimating that AI technology could accelerate their marketing growth 10-20% faster than their current approach, and 27% saying it’s between 30-50% faster.

“While most of those surveyed see AI as a tool for efficiency (66%), just as many marketers also see it as a tool for growth (67%),” writes GrowthLoop’s Melanie Graham. “More marketers are looking to adopt AI to accelerate their campaigns and processes, so leveraging AI tools within your marketing stack is becoming a competitive essential.”

Along with increased adoption, the research found that most marketers (86%) believe AI efficacy is improved with human oversight and intervention, with almost half (46%) saying it should only make “low-risk decisions,” with oversight. For a use-case like predicting customer behavior, 22% said AI acts autonomously for its marketing strategies while 41% said human intervention is necessary. (Both percentages were tied for the largest percentages in their respective segments.)

(Source: GrowthLoop)

AI has incredible promise for helping teams accelerate the marketing cycle, but human marketers provide invaluable context and creativity,” writes Graham. “Success lies in collaborating with AI to develop campaigns that engage customers and drive growth.”

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