Some 52% of marketers are only somewhat confident in their knowledge of AI, with almost a third (32%) not confident at all
B2B marketers are generally unclear on what AI means and the potential impact it could have on their business to achieve objectives, according to a report by EverString and Heinz Marketing.
The research shows early adopters appear to have a stronger grasp of using AI and getting the most value in their current marketing operations. Furthermore, a massive 49% of marketers are not using AI in their marketing strategy, or do not have a role for it currently.
AI, machine learning and predictive
While most are in the early stages of learning about artificial intelligence, 12% of marketers are very confident with their knowledge, the report finds. Similarly 44% are becoming more confident with the technology, along with machine learning and predictive.
Although AI might be useful for processing data and improving quality, most marketers report being interested in using AI for personalisation. But there still may be some way to go, with only 37% using AI in their tech stack, according to the report.
