Some 88% of marketers have used or are planning to use AI, however less than half say technology is helping them meet their objectives, according to research.
A study by Albert Technologies and Forrester has revealed that although the adoption of AI has increased from 43% in 2016 to 88% in 2019, marketers are still experiencing the same complexities and challenges in their tech stack that they were before adoption.
While 74% of respondents are using AI-assisted technology, only 26% are using autonomous AI, which can act on its own insights and work collaboratively with marketers. The research found marketers may have a limited perspective as to the uses of AI, with only 39% believing it can be used for creative development, and 34% believing it can provide insights into other business functions.
While personalisation is a top objective for marketers, only 50% say they feel very well supported by their current technology to achieve this. However, companies in the B2B space are working to improve this challenge.
B2B customer engagement platform Folloze recently launched an AI-powered personalisation engine in partnership with Demandbase, which leverages data and AI to customise content throughout the customer journey. This move comes shortly after the company’s announcement of its Demandbase ABM platform to fuel AI-powered intent and data into the personalisation engine.
David Brutman, co-founder and chief product officer at Folloze, said: “B2B companies are following the steps of B2C companies that have implemented AI-powered personalisation strategies to create value-driven experiences for their customers. With the growing amount of data that companies have about their prospects, there is a tremendous opportunity to put information into action and design experiences that are based on rich firmographic, behavioural and intent data.”
