Artificial Intelligence for Marketers 2018: Finding Value Beyond the Hype - eMarketer

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Artificial Intelligence for Marketers 2018: Finding Value Beyond the Hype

eMarketer Report

By: eMarketer

Published: October 16, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The advent of new algorithms, faster processing and massive, cloud-based data sets is making it possible for companies in all industries to experiment with artificial intelligence (AI). And while marketing and sales are particularly ripe for innovation, it’s still early days for adoption. Brands and agencies are working together to navigate a web of quickly evolving solutions.

  • Investment and interest in AI remains high, though large-scale adoption is happening more slowly. Still, many companies have ambitious plans for AI systems and are looking to them to improve their business operations.
  • AI technologies—including machine learning, deep learning, natural language processing and computer vision—are starting to show real promise, despite significant hype and confusion in the marketplace.
  • A robust ecosystem of prepackaged APIs, open-source software and cloud-based platforms is helping accelerate AI adoption, bringing new capabilities to speed up, scale and personalize marketing campaigns in more economical ways.
  • Agencies and other consultants are stepping up to the plate, beefing up their technical resources and forging technology partnerships in an effort to help their clients navigate the dizzying array of AI and marketing-tech solutions.
  • Best practices for marketers include clearly defining business goals, thoroughly understanding the technology, planning for the future, having the right data and using AI ethically.

"A June 2017 survey found that the majority of global business executives who have implemented AI said it has resulted in new insights and better data analysis, as well as more creative organizations that make better management decisions."

Table of Contents

An Immature Market in Growth Mode

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Investment Moves Full Steam Ahead

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AI for Marketing: Still Early Days

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Overcoming Obstacles

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Best Practices for Marketers

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AI Terminology

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15 charts are included in the full report:

Artificial Intelligence for Marketers 2018: Finding Value Beyond the Hype

Benefits of Implementing Artificial Intelligence (AI) According to Senior Executives Worldwide, June 2017 (% of respondents)

An Immature Market in Growth Mode

Benefits of Implementing Artificial Intelligence (AI) According to Senior Executives Worldwide, June 2017 (% of respondents)

Amount Invested in Artificial Intelligence (AI) Companies Worldwide, by AI Category, 2016 (billions)

Awareness of Artificial Intelligence Technology According to Internet Users Worldwide, March 2017 (% of respondents)

Investment Moves Full Steam Ahead

Artificial Intelligence Technology* Spending Worldwide, 2016-2021 (billions)

Adoption Still in Pilot Stage

Artificial Intelligence (AI)* Usage for Customer Service Among US Retail Executives, May 2017 (% of respondents)

AI for Marketing: Still Early Days

Attitudes Toward the Effect of Artificial Intelligence (AI) on Marketing According to Retail Marketers Worldwide, June 2017 (% of respondents)

Ways in Which Business Professionals Worldwide Use/Plan to Use Artificial Intelligence (AI), by Adoption Level, Q1 2017 (% of respondents)

Areas in Which Artificial Intelligence Will Have a Substantial Effect According to Marketing Leaders Worldwide, April 2017 (% of respondents)

Ways in Which Retail Marketers Worldwide* Are Using Artificial Intelligence (AI) Marketing to Drive Innovation and Growth, June 2017 (% of respondents)

Getting Up to Speed

Marketing Technologies that Their Company Plans to Use According to Advertising and Marketing Executives in North America, June 2017 (% of respondents)

Agencies Step Up to the AI Plate

Agency Professionals Worldwide Who Believe that Select Emerging Technologies Will Have a Significant Effect on Their Client's Marketing Approaches, March 2017 (% of respondents)

Overcoming Obstacles

Barriers to Adopting Artificial Intelligence (AI) According to UK/US Retail Marketers, March 2017 (% of respondents)

Reasons that US Retailers Have Not Implemented Artificial Intelligence (AI) Conversational Interfaces*, May 2017 (% of respondents)

Challenges of Implementing Artificial Intelligence (AI) According to Senior Executives Worldwide, June 2017 (% of respondents)