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B2B Marketers Want AI, but Worry How to Integrate It

Other obstacles cited are training staff and the cost

December 20, 2016 | Artificial Intelligence | B2B

As businesses come to terms with tapping into artificial intelligence (AI) to improve operations, one key concern for B2B marketers is how it will be integrated effectively.

Challenges Their Company Would Face When Using Artificial Intelligence (AI) for Marketing According to US B2B Marketers, Nov 2016 (% of respondents)

In November, Demandbase and Wakefield Research, polled 500 B2B marketers in the US about their thoughts on AI.

Findings showed that 60% of respondents said that linking AI with their existing technology could be problematic. Other potential obstacles the marketers cited included educating staff (54%), deciphering results (46%) and a potentially high price tag (42%).

Yet, despite these barriers to adoption, most B2B marketers are confident that the technology will be useful. The same survey found that more than 75% of respondents said they were at least confident about adding AI to their marketing and sales efforts.

Most Important Benefit that an Artificial Intelligence Solution Should Provide According to US Business Executives, May 2016 (% of respondents)

Some of the ways that AI can support business operations range from predicting marketing and customer behavior to automating repetitive tasks and providing alerts.

In a real-life example, in late November, Amazon Web Services—a business unit of Amazon.com—released to the cloud three AI products for building conversational user experiences.

In research from Narrative Science and the National Business Research Institute, released in July, more than a third of business executives said they'd like gains from AI that support foresight on activity relating to machines, customers or business health.

—Danielle Drolet

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