The State of AI: The paradigm shifts toward data for marketers

As AI becomes more mainstream with consumers, marketers have started to look to the technology as an important part of their toolkits. In Digiday's latest research report, we dive into how the discussion around AI has shifted dramatically with the release of OpenAI’s ChatGPT, which has allowed individuals to experiment with and leverage AI technology while giving them a firsthand understanding of generative AI’s potential. You can get a taste below and access the full report by subscribing to Digiday+. [SUBSCRIBE]( The State of AI: The paradigm shifts toward data for marketers By Li Lu, research director Last November, Digiday+ Research released a report from our emerging technologies series that dove into artificial intelligence applications for marketers. Shortly after it was published, the discussion around AI shifted dramatically with the release of OpenAI’s ChatGPT, which has caused a paradigm shift toward generative AI. Public access to ChatGPT allowed individuals who did not have a background in advanced computer technology to experiment with and leverage AI technology while giving them a firsthand understanding of generative AI’s potential. “With the release of ChatGPT, we brought AI into the collective consciousness,” Mira Murati, chief technology officer at OpenAI, said in an interview with the Wall Street Journal. “And people are paying attention because they’re not reading about it in the press. People are not just telling them about it, but they can play with it. They can interact with it and get a sense for the capabilities.” As AI becomes more mainstream with consumers, marketers have started to look to the technology as an important part of their toolkits. When comparing Digiday+ Research’s survey results from 2022 vs. 2023, marketers’ adoption rate of AI and Natural Language Processing (NLP), a branch of AI that specifically focuses on machine learning and human linguistics, has increased by 12 percentage points. To note, our 2022 data focuses primarily on NLP due it being the most widely understood form of AI at the time of our survey. Other industry sources have reported similar increases. According to market intelligence firm International Data Corporation, AI investments are predicted to rise from $16 billion in 2023 to $143 billion in 2027. Similarly, in a Twilio survey of 2,450 business leaders, 54% of respondents said they plan to spend more on “AI-powered campaigns” next year, while 38% said they plan to use chatbots in their marketing efforts, though 28% of business leaders expressed concerns about data privacy. And a survey by Deloitte Digital found that 26% of marketers are already using generative AI, while another 45% plan to use it by the end of 2024. [READ MORE]( [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 462 7th Ave Office 06-01 New York, NY 10018 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](