AI gets a lot of lip service in the marketing world as an important but new technology, but this latest report from Advertiser Perceptions suggests AI may be more hype than reality for many marketers. Instead, the pioneers for using AI in marketing remain brands with big budgets, such as Ikea and Sephora.
One reason for marketers moving slowly to embrace AI could be that there is no central authority within organizations to oversee the tech. Among those firms using AI for marketing, only 27% are in charge of the technology. The CTO heads up AI in 7% of companies while a CIO, director or IT department each manage AI in 6% of companies. Of those managing AI, 58% are involved in media selection and buying.
