Marketers Don’t Understand Artificial Intelligence But Want What It Does: Forrester Study
Finally we have a study about marketers. AI-based marketing platform vendor Adgorithms had Forrester ask marketers about artificial intelligence, mostly as it relates to what Forrester calls “contextual marketing”. The main finding was many marketers wrongly think they’re doing contextual marketing already. In Forrester’s words, “many marketers are operating with a very limited conception of contextual marketing and marketing optimization, to say nothing of next-generation capabilities like AI-driven marketing.” Confusion notwithstanding, nearly all marketers thought key AI use cases would be valuable (88% to 94%, depending on the case). Marketers cited cost as the primary barrier to using AI (48%), followed by finding the right AI technology (35%). Just 29% were concerned about integration – probably another sign that they haven’t really thought things through.