Using AI in Marketing

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
2 min read

Chart of your day: How perceptions of the applications of AI differ between agencies and brands

In our infographic reviewing the applications of AI in marketing, we explore 15 different applications of Artificial Intelligence (AI) over the customer lifecycle from media buying to marketing automation and chatbots. It’s around per year now since we developed this infographic, so it is interesting to learn how trusted AI is, both by businesses and their agencies.

In today’s Chart of your day, I’m sharing some research which helps show how AI has been useful for marketing. The sample is smaller than what I’d usually turn to share in fact it is skewed because it is really a customer survey of Albert and AI tool for marketing, but with relatively few adopters of AI, that is inevitable and I thought the report below may be useful both for agencies and brands to understand concerning the ‘Use Cases’ of AI.

In this chart, you can view that amongst this sample there are a selection of activities linked to search engine marketing where agencies see AI as positive from strategy pursuits like audience segmentation, budget allocation and campaign analysis to more technical pursuits like creative optimisation and bid management. In this sample, the agencies tend to be more positive concerning the great things about AI compared to the brands. That is potentially as the agencies will continue to work across many client accounts, so will potentially start to see the efficiencies of AI more clearly.

Research source

  • ReportAI Adoption In Marketing: 2018 Brand And Agency Survey
  • Sample: 52 respondents, including 17 agencies and 35 brand marketers. Slightly a lot more than one-quarter of respondents originated from the retail and apparel sector, while media and entertainment, travel and leisure, and consumer-packaged good composed seven percent each. The final 20 percent were drawn from the buyer technology, pharmaceuticals and healthcare, transportation, and “other” categories.
  • Recommended Smart Insights members’ report: Marketing Applications of AI and machine learning guide

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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