04Marketing Embraces the AI Revolution State of Marketing 24 Growth in AI has been established — but what AI Expected to Transform Marketing Efficiencies and Personalization are the particular uses where marketers think AI will pack a punch? Over the next five years, Internally, marketers see AI as a means of creating more efficiency in their operations. In terms of most marketers think AI will substantially customer-facing benefits, most view AI as a way to get more from their data and personalize their impact their capacity for improving efficiency marketing without burdening their teams. and advancing personalization (see chart). Areas Where Marketing Leaders Expect AI Will Have a Substantial Among marketers who already use AI, 64% or Transformational Impact on Their Business over the Next Five Years say it has greatly or substantially increased their overall marketing efficiency. Productivity of marketers 59% ving Campaign analytics 59% o ficiencyDigital asset management 59% 57% of marketers using AI say it’s ImprEf Business insights across data and systems 59% absolutely or very essential in helping their company create 1-to-1 marketing across Lead scoring 57% every touchpoint. Hyperpersonalization of content 61% Dynamic landing pages and websites 61% Delivering the right message, A third area where marketers anticipate an AI on the right channel, at the right time 61% impact is surrounding customer experience tionHyperpersonalized product recommendations 60% innovations. Fifty-seven percent of marketers expect AI will substantially impact automated ancingalizaProgrammatic advertising and media buying 60% social interactions using chatbots and dv interfaces. Another 58% expect the same A ersonPredictive journeys 60% P impact on marketing via IoT-enabled products. Hyperpersonalization at scale 59% Customer segmentation/ lookalike audience modeling 58% Sentiment analysis 56% Salesforce Research