44% of Marketers Predict AI Will Inform Most Targeting and Segmentation

As marketers and tech teams begin to explore new solutions, such as artificial intelligence (AI), new research indicates that they see it becoming a larger part of their overall strategy.

Lytics recently published the “Marketing and IT: The Strategic Partnership” report, and statistics suggested that 44% of marketers and IT professionals believe AI will inform a large portion of their advertising targeting and segmentation with little human input. About 22% claimed that AI will at least inform some of their targeting and segmentation with human input.

“Most marketers, 65%, said that AI will take on the majority of the heavy lifting in the future of ad targeting, with 17% of marketers believing that AI will inform all of their targeting and segmentation without human input,” highlighted the authors of the report.

Approximately 45% of marketers and tech professionals say that the automation of marketing tasks is the primary benefit of leveraging AI. However, 43% cite personalization as the main benefit of AI.

Uncovering the Potential Marketing Benefits of AI

With more marketers looking toward AI, previous research suggests that those who focus on email are already seeing the benefits of the new technology.

Ascend2 conducted its “Email Marketing: Strategies, Tactics and Trends” report, and statistics indicated that 36% of marketers now believe AI could be useful for email retargeting. The same percentage claimed that it may help craft more personalized newsletters.

In general, 31% of marketers believe that AI might eventually help them better understand the customer lifecycle.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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