04Marketing Embraces the AI Revolution State of Marketing 23 It seems AI is making headlines across every Significant AI Growth Starts Now industry these days, and marketing is no exception. In fact, AI is the leading technology High performers are ahead of the curve in their AI usage, but more than a quarter of overall where marketers expect the most growth over marketers (regardless of performance level) plan to begin using AI within a two-year timeframe. the next two years. Marketers anticipate AI use will grow by 53% — a much higher rate than any other tech types. As the new kid on the High performers block, AI is attracting attention for its emerging Moderate performers and future marketing use cases. Underperformers About half (51%) of marketing leaders are already using AI, with more than a quarter planning to pilot it in the next two years. Unsurprisingly, high performers lead the way with 72% reporting current use. While High Performers vs. usage seems high for a tech type that’s still in Underperformers its infancy, AI has its roots in tactics like product recommendations and predictive lead scoring, 72% 2.2x which successful marketers have been using more likely to say they’re currently for years. using artificial intelligence (AI) 32% 50% Salesforce Research