|Photo: Jess Nelson|
Demandbase, an account-based marketing (ABM) platform, partnered with Wakefield Research to poll 500 B2B marketers from the manager level to c-level executives, at companies with at least 250 employees, about AI-driven marketing. The results of the study suggest that marketers are eager to embrace artificial intelligence, yet only 10% of respondents are currently using AI and only 26% of marketers are confident that they understand how artificial intelligence can be applied to marketing.
Education and integration concerns are the largest hurdles obstructing marketers with regard to artificial intelligence. Integrating AI into an existing marketing stack was the top-ranking challenge expressed by marketers when they considered incorporating AI into their marketing campaigns, with 60% of marketers selecting it as their top concern. Training employees followed in second place with 54% of respondents, while 46% of marketers said that interpreting the results of AI could be difficult.
One integral component of integrating artificial intelligence into a marketing technology stack is data quality. Darian Shirazi, CEO and co-founder at Radius, calls data quality “foundational” and a “prerequisite” to delivering AI predictions.
“Many companies have not addressed how they will ensure that the data their AI models are built on is high quality,” says Shirazi. “Data quality is key to pulling accurate insights and actions and in 2017, we will see more companies focus on solving the challenge of maintaining accurate, valuable data, so that AI technology lives up to its promise of driving change and improvement for businesses.”
Source: MediaPost Communications