MMA has rolled out a 'State of AI in Marketing' report to showcase the importance of the technology for marketers.
The report revealed the following:
- 73% feel that AI will significantly enhance marketing capabilities but won't replace human creativity and expertise
- 69% of the respondents stated that skilling and training is one the top challenges for AI inclusion and adoption in marketing
- 70% of respondents are aware of the potential ethical implications of using AI in marketing.
- 65% envision developing in-house capabilities when executing their organisation's strategy in the context of Generative AI
- 54% of marketers in India point to the understanding of AI as a challenge
- 42% of respondents are in the experimentation phase of adopting AI in their marketing strategies
- 21.5% rate the level of inclusion of AI technology as high while 33.64% rate it as medium in their company’s marketing plan and processes.
- 39% of organisations are in the process of developing strategies to address AI-related risks
- 85% of marketers report to be exploring with AI in marketing.
- 72% voted data privacy to be a primary risk factor specifically for gen AI adoption
The report was revealed during MMA's 'Data Unplugged' event which was held last month.
Moneka Khurana, country head and board member, MMA Global India, said, “The findings allow ample opportunity for the marketing ecosystem to decode the study and better understand the impact of AI in data marketing."
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