Only 13% of Marketers Claim Their AI Capabilities are ‘Advanced’

Marketers are becoming increasingly aware that artificial intelligence (AI) can help them provide a more consistent customer experience (CX). However, new research indicates that very few have the advanced AI capabilities necessary to do so.

The CMO Council teamed up with Deloitte Digital to publish the “Data-Driven Decisioning Powers CX Forward” report, and statistics suggested that only 13% of marketers believe their AI capabilities for marketing purposes are “advanced.” Just 7% said that they are already able to achieve AI capabilities, while the majority of respondents (33%) claimed that they won’t be there until upwards of 12 months from now.

Most marketers (51%) said that their biggest challenge in implementing AI capabilities is hiring more talent with AI skills. This was followed by partnership with the IT team (41%) and cross-training existing talent on AI skills (31%).

Leveraging AI to Optimize Marketing Initiatives

Although marketers are struggling to leverage AI to enhance CX, previous research indicates that they are utilizing it to optimize their overall performance.

Persado conducted its “AI and Creativity Survey,” and data showed that 48% of marketers are already using AI to improve the performance of their marketing efforts. Additionally, 67% claim that they have seen a 10-70% increase in revenue as a result of utilizing AI technologies.

Overall, 85% of marketers would still like to personalize content to create more individual experiences through digital channels, and AI could potentially help with this. Nearly 60% would like to improve the customer experience.