The hype around the advertising and marketing industry’s use of generative AI might not yet match the reality – with many hitting a brick wall when moving beyond pilot projects – but most marketers are not giving up just yet, with budgets forecast to keep on rising.
So says a new study from PrimeAudience, which reveals almost two-thirds (62%) of UK marketers state that GenAI will be even more important following Google’s decision to no longer remove all third-party cookies from browsers.
In addition, 90% marketers plan to increase their marketing spend on GenAI next year, with half planning double-figure increases of over 16%.
When asked to detail the top benefits of GenAI, nearly half (46%) list better data analysis, while a similar proportion (45%) highlight improved audience targeting and 40% cite time saved.
When asked whether GenAI has actually improved their marketing results, a resounding 89% of respondents felt confident it had. In addition, 84% are confident they have the right GenAI tools in place to find new audiences.
PrimeAudience VP of product Mateusz Rumiński said: “In the current unpredictable landscape, it is welcoming to see that UK marketers are embracing GenAI.
“Google’s recent announcement serves as a reminder of the industry’s evolving dynamics. By turning to new technology, marketers can gain a powerful edge over competitors.
“We’re at the start of a technological revolution in advertising and brands should be inspired by the possibilities to deliver increasingly innovative solutions.”
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