Marketers keen to invest in generative AI ‘but lack know-how’

Marketers keen to invest in generative AI ‘but lack know-how’ Duncan is an award-winning researcher, with 20 years experience of analysing the technology industry, specialising in cloud computing, edge computing, blockchain, cybersecurity and marketing technology.


UK marketers are fully embracing the opportunities afforded by generative AI. Over the next 12 months, 72% of marketers will prioritise spending on AI and two-thirds (67%) will put up to 30% of their marketing budgets towards the technology.

These findings are taken from the ‘AI & Composable Marketing Software Survey’ conducted by Sitecore, a global leader in end-to-end digital experience software. Sitecore conducted the survey to both understand marketers’ use of generative AI and discover how the technology can improve the digital experiences offered by brands – ultimately leading to more personalised content.

Despite the eagerness to invest, there is a concern from marketers that they’re not yet ready to fully benefit from generative AI. Almost half (45%) don’t feel their marketing technology is currently equipped to leverage generative AI. Here, Sitecore’s findings highlight the importance of a flexible tech stack in order to reap the benefits of generative AI. In fact, 70% plan to move towards more composable software solutions.

The findings also highlight ongoing skills gaps that continue to plague the marketing industry, with the Chartered Institute of Marketing previously pointing to a stagnation in digital skills in 2021. Fast-forward to today, two-out-of-five marketers (42%), surveyed by Sitecore, still feel their marketing team lacks technical skills. Interestingly, 92% think AI will actually plug skills gaps in their businesses and 70% think it will lead to new jobs being created.

This lack of know-how hasn’t stopped marketers from experimenting with generative AI. That being said, Sitecore’s research does suggest the UK is lagging behind the US. In the UK, 63% have experimented and are looking for ways the technology, into their long-term strategy versus 80% in the US. Looking ahead, only 32% of UK marketers feel it is too soon to invest in generative AI, with 68% saying the opposite.

“The recent rate of innovation in marketing technology has been truly remarkable,” said Dave O’Flanagan, chief product officer of Sitecore. “Rather than becoming overwhelmed and exhausted by these advancements, we’ve found marketers to be bold and experimental in embracing technologies like ChatGPT. Unlike other tools that have been tough to implement, generative AI shows promise in not only being relatively easy to incorporate into composable martech stacks but also quick to have a measurable impact on marketing campaigns.”

Generative AI tools, like ChatGPT have quickly captured and held the interest of marketers. Last year, the metaverse had marketers scrambling to stake a claim in the virtual world. Today, however, it appears to be losing momentum. Sitecore’s 2022 Perceptions of the Metaverse report found that more than half (56%) of marketers had invested in “metaverse-like technologies.” This recent survey found metaverse projects have fallen behind AI (72%) and digital experience software (68%) as a top priority, with just less than a quarter (24%) of respondents ranking it as one of the top three most important martech investments. Additionally, a third (33%) reported reallocating budget from metaverse projects to support the deployment of AI.

AI will make marketers more effective

The vast majority of marketers say that AI will make them a better marketer (93%) and more competitive (91%). Importantly, three-quarters of marketers say AI will offer them the opportunity to get closer to customers:

  • 69% say it will allow them to create more personalised content
  • 68% say it will allow them to better understand customer needs
  • 60% say it will provide a steady stream of relevant content.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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