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Survey: 47% of Marketers Utilize Artificial Intelligence for Audience Targeting

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Artificial intelligence has generated a fair amount of enthusiasm among marketers. The information captured through its implementation can help marketers create the personalized experiences consumers desire, advance customer service and increase efficiency on various tasks. A recent survey from Econsultancy and MediaMath detailed some of the ways that marketers are already using AI and how they plan to in the future.

According to the data, 47% of marketers are currently utilizing AI for audience targeting. The remaining usages include audience segmentation (45%), dynamic creative (42%), campaign planning and modeling (41%), media spend optimization (39%) and personalized offers (38%).

Despite the fact that 80% of marketing executives believe that AI will revolutionize marketing by 2020, many are still reluctant to make investments and integrate it into their marketing plans. This is likely attributed to a lack of knowledge, limited budgets, inconsistencies and uncertainty, as well as difficulty understanding and interpreting the results.

The data comes from an Econsultancy and MediaMath survey, “Dream vs. Reality: The State of Consumer-First and Omnichannel Marketing,” n=260.  To access the graphic above, click here.

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