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New Report Provides Blueprint for Implementing AI in Marketing

By Greg Tavarez May 03, 2024

The AI landscape can be confusing to navigate. Lots of solutions purport to be AI-driven innovations, but to what degree is a big question.

Specifically on the marketing side of things, marketing departments are mindful of their software budgets – which are not infinite – and may not understand how best to spend them to get the most out of artificial intelligence for their marketing operations. And at the same time, they may also be left fearful of falling behind the competition; particularly, by competitors who are legitinately AI-driven digital marketing innovators.

So, Info-Tech Research Group recently published its latest blueprint entitled “Capitalizing on AI.” The research is intended to guide marketers through the complexities of AI adoption, enabling innovation and driving sustained success in a fiercely competitive marketplace.

The firm's research outlines some of the hurdles marketers can encounter when choosing and implementing AI initiatives, such as gaps in technical expertise or resistance to AI technology. However, despite these challenges, the advantages of AI in streamlining marketing tasks are significant. Info-Tech's blueprint advises marketing leaders to evaluate AI applications based on their potential value and the organization's readiness to adopt them. By prioritizing AI initiatives with the highest value and readiness, marketers can effectively implement these technologies across marketing, sales and customer success functions.

Info-Tech's “Capitalizing on AI” report explores the pivotal role of AI in enhancing marketing strategies through three areas, including increasing revenue growth with previously unseen marketing, sales and customer success use cases; significant cost savings through reduced person-hours, faster implementations and increased efficiency; and operational efficiency that reduces the monotonous tasks that marketing employees must engage in.

"AI is fundamentally reshaping the roles of CMOs, sales leaders and heads of customer success. In fact, that change has already started to happen," said Terra Higginson, MBA, Principal Research Director at Info-Tech Research Group. "With many organizations using some form of AI, failing to act swiftly in the face of this monumental change could lead to lost opportunities and revenue. Those who continue to delay adoption may lose market share and revenue."

Edited by Alex Passett
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