Marketing bets on Artificial Intelligence

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It is also noteworthy that more than half of companies (53.8%) plan to increase investment in marketing automation . Also, almost half of companies plan to increase spending on artificial intelligence and machine learning ( 48 %) and on internal marketing ( employer branding ) (44.8%), two new aspects included in this year's study.

The report thus indicates that artificial intelligence will be a key factor in the development of marketing departments, almost in the short term , since it also climbs to second place in the 'Opportunity Index' prepared by the authors, only behind customer experience.

This classification is made taking into philippines phone data account the importance given by the respondents to each factor, the planned investment and how well each of these elements are handled by their marketing departments.


The study also reveals that artificial intelligence and machine learning are already being used in almost half (49%) of marketing departments for content creation and adaptation.

However, the adoption of this technology is not homogeneous . While the use of artificial intelligence for content soars among companies under 50 employees to 60% , it falls to 37% among those with more than 500 employees.