Marketers hail ROI benefits of AI as ChatGPT dominates

emailEmail marketing, content marketing, and social media post generation have emerged as the top three disciplines marketers are embracing AI tools for, with nearly eight in ten saying that the technology has boosted their return on investment.

So says a new report by adtech platform BrightBid, “The truth about AI tools: insights from a UK marketers’ point of view”, based on an exclusive survey of 200 marketing leaders in the UK.

It found that 84% of marketing leaders are already leveraging AI tools in their digital advertising strategies, with two-thirds (64%) planning to use them more in their marketing campaigns.

Respondents used a wide range of tools but generative AI, in most cases ChatGPT, was the most popular technology.

Contrary to some reports, businesses have been quick to acknowledge this and provide training on these new technologies. As a result, 88% of marketers said they feel satisfied with the training they have received on the use of the tools, and 86% believe they understand the AI algorithms well.

Yet while the majority of marketers are already making the most of these tools, 8% still don’t use them at all, or not for work purposes.

Reasons for delaying uptake include concerns over data quality, budget constraints and lack of familiarity with the technology.

However, nearly three-quarters (71%) of respondents also expressed concerns over ethics in the use of AI, highlighting the need for open discussion over regulation.

BrightBid chief marketing officer Kate Cox commented: “When used correctly, we’ve seen that AI simply amplifies and enhances the campaign instead of overtaking it.

“Some 40% of marketing executives admit that these tools enhance their results, and while it can sometimes feel like a ‘black-box’ we’re getting to a point where it’s no longer an option to avoid using AI.

“This is the time to truly understand this technology by leveraging unique insights that help drive even better outcomes for marketing efforts.”

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