Marketers are eager to integrate artificial intelligence and machine learning into their content marketing strategies as 60% said they are either “very likely” or “somewhat likely” to use the tech this year, according to new research published by BrightEdge.
Last year’s “Future of Marketing” survey found that AI was set to be a disruptive factor in content, but it also showed that the majority had not taken steps to use it in order to deliver more relevant and compelling experiences to customers. That has now changed, as marketers are now much more receptive to AI integration.
A small number of the 500 digital marketers surveyed said they were already using AI and 14.5% revealed it had helped them to produce better-performing content, while 31% claimed it had been central to them getting a better understanding of their target audience.
In addition to artificial intelligence, marketers also believe personalisation and voice search will be the key tech trends in 2018. Data is a common link between these newer forms of tech, but knowledge in this area may still be a blind spot for some brands, as six in ten said their company had yet to hire a data scientist.
“Despite some of the hype surrounding artificial intelligence, this survey shows that AI is very real and marketers are adopting AI-first technology in search and content marketing sectors faster than most,” said Jim Yu, CEO of BrightEdge. “The insights that AI brings allows marketers to make smarter and faster decisions to deliver compelling customer experiences that perform.”