Marketers Are Thinking Harder About Augmented Reality and Artificial Intelligence - eMarketer

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Marketers Are Thinking Harder About Augmented Reality and Artificial Intelligence

But the internet of things is fading as a priority

June 21, 2017

Many marketers anticipate that technologies like augmented reality (AR) and artificial intelligence (AI) will affect their business in the next 12 months, more so than a year prior.

That’s according to a study by marketing and advertising services firm NewBase (formerly Publicitas International), which polled 1,019 marketers worldwide and asked them which types of technologies they plan to prioritize over the next 12 months. Respondents chose their top 5.

Technology Priorities According to Marketers Worldwide, 2016 & 2017 (% of respondents)

In 2017, 30% of respondents planned to prioritize AI in the next 12 months. A year prior, only 13% of respondents said the same.

Similarly, roughly a quarter (24%) of marketers worldwide said that AR will be a priority in 2017. Just 18% felt the same way in 2016.

While more marketers plan to prioritize these technologies, some are planning to focus less on others.

For example, 35% of this year’s respondents said the internet of things (IoT) will be a priority in the next 12 months. However, more respondents (51%) said it was a priority in 2016.

And compared with 2016, fewer marketers plan to prioritize areas like mcommerce, social media software and wearable technology this year.

But that may be because they’re looking at new and emerging technologies. According to NewBase, some marketers believe technologies like voice assistants, drones and robotics—all of which weren’t included in the survey last year—will affect their business over the coming 12 months.

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