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This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
In November, Digiday+ Research released a report from our emerging technologies series that explored artificial intelligence applications for marketers. Shortly after it was published, the conversation around AI shifted dramatically with the release of OpenAI’s ChatGPT, causing a paradigm shift toward generative AI. Public access to ChatGPT allowed individuals without advanced computer technology backgrounds to experiment with and leverage AI technology, 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. Marketers’ adoption rate of AI and Natural Language Processing (NLP) has increased by 12 percentage points between Digiday+ Research’s survey results from 2022 vs. 2023. Our 2022 data focuses primarily on NLP due to it being the most widely understood form of AI at the time of our survey.
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. Yet, 28% of business leaders expressed concerns about data privacy. 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.
As generative AI’s adoption rates have increased, marketers and brands have largely used the technology to improve their productivity. Stephen Blum, chief technology officer at API platform PubNub, said AI users are able to accomplish the same tasks they normally would, but at faster rates. “The current AI tools are exactly that — they’re productivity enhancement systems that we can take advantage of,” Blum said. “And they are a much bigger leap, like a vacuum cleaner was. Imagine what you had to do before. How did you clean your rugs before? You take them outside, wash, scrub, dry and that would take hours. But with a vacuum cleaner, you just zoom over it for a bit.