Fewer respondents (11%) said they weren't ready to handle new social networks.
Marketers are likely unprepared for these emerging trends because they may not necessarily understand them.
AI firm GumGum polled marketing and advertising executives in North America last June to gauge how they were feeling about the technology and whether they were incorporating it into their marketing efforts. While a significant number (61%) of respondents were generally aware of AI, only 3% considered themselves experts in the area.
One thing's for sure, though. Marketers are thinking harder about these emerging technologies. June 2017 data from NewBase asked marketers worldwide what technologies they were prioritizing over the next 12 months. Roughly a third (30%) of respondents said they planned to prioritize AI. A year earlier, only 13% said the same.