Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Five Charts: How Marketers Use AI

Automated ad targeting is on the rise

Marketers’ uptake of artificial intelligence (AI) is poised to grow as more companies invest in the emerging technology.

Two of the most popular ways that marketers are applying AI are for ad targeting and audience segmentation. In a May 2018 survey of 400 digital advertising professionals worldwide conducted by Econsultancy and MediaMath, just one-fifth of respondents said that they don’t plan to use AI for audience targeting or audience segmentation. Nearly half of those polled already do.

Grouping together and reaching users has become a pragmatic way for marketers to apply AI. Cloud conglomerates like Nielsen, IBM and Salesforce have invested millions in AI products that automate the creation of custom audience segments for marketers.

AI also gives marketers additional insights about their customers.

In an April 2018 survey of 200 US marketers conducted by LoopMe and Sapio Research, one-third of respondents said that the most valued insight they get from AI is how their ads impact sales.

AI is also used for data analysis. In a January 2018 survey of 2,665 senior creative and design professionals worldwide conducted by Adobe and Econsultancy, data analysis was AI's most common use case among client-side and agency respondents.

AI-powered chatbots, however, haven’t caught on with most marketers.

In a December 2017 Freedman International and ClickZ survey of 500 marketers from the US and UK, just 7% of respondents said they currently use AI-powered chatbots. While another 27% reported that they’re looking into using chatbots, most of the marketers polled said their company was either not ready or didn’t have the budget to develop them.

For many marketers, the biggest obstacle to adopting more AI products is integrating the technology into their everyday workflow. In a BrightEdge survey of 500 content, digital and search marketers worldwide conducted in February 2018, nearly a third of respondents said that applying AI in their current role was the strongest barrier to adoption. Other survey respondents cited the fact that AI lacks a standard definition in the marketing industry.

Subscribe to the "Behind the Numbers" podcast on SoundCloud, Apple Podcasts, or Stitcher.

Senior Analyst Paul Briggs explains why Canada is one of the leading countries for artificial intelligence.

He explains some of the initiatives of the major tech companies, Canadian attitudes towards AI and what marketers are most excited about in this space.