A report by Yahoo! Advertising in collaboration with Publicis Media found that disclosing the use of AI in ads significantly drove the appeal of the ad and trust in the brand responsible. A randomized, controlled experiment (sample size=1200) showed that one in four consumers noticed AI disclosures in ads; those that noticed found the ad 73% more trustworthy and the brand 96% more trustworthy than those that failed to notice. The result held across industries.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.