Study: 54% of marketers use AI for faster content generation and campaign rollout

In the ever-evolving landscape of customer engagement, AI has become an advancement in technology that is unavoidable as 81% of marketers have reported that their organisation is currently using GPT models such as OpenAI’s ChatGPT and Google’s AI Gemini, formerly Bard.

More specifically, 55% of marketers say their organisation’s adoption of GenAI can best be described as partially integrated across selected marketing functions. 71.4% of respondents also said that AI capabilities are most extensively utilised by content teams, underscoring the pivotal role AI plays in content generation.

Don't miss: Study: 50% of consumers can tell if copies are AI-generated

These were the results of engagement platform CleverTap’s AI customer engagement report which revealed that 64% of respondents have used AI to build real time personalised experiences for optimal engagement.

While 82% of respondents have realised an increase in operational efficiency with AI by streamlining workflows and automating content generation, 54% of marketers have also used AI to achieve faster content generation and campaign rollout.

Other popular uses of AI by marketers include creating content that resonated with the emotions of the user (43%), automating the creation of segments based on the probability of conversation (39%) and running experiments at scale (39%).

Businesses that have leveraged AI for customer engagement have also witnessed benefits and value realisation with 43% found in conversions. 63% experienced a boost in click-through rates and 18% saw increased purchases.

The different levels of AI adoption

However, the benefits to be reaped from AI will depend on the extent of AI adoption in a company which CleverTap has classified into three levels. The first level are businesses who focus on using AI to streamline content creation to enhance operational efficiency or ‘operational optimisers’.

‘Operational optimisers’ also seek to save time, eliminate writer’s block and drive productivity.

Businesses that take AI adoption one step further are dubbed the ‘personalisation and experimentation architects’ who extend the application of AI to enhance personalisation at scale and experiment in real-time to improve conversion efficiently.

The highest level of AI adoption are those that are pioneers in automating routine tasks, streamlining workflows and leveraging AI for strategic decision-making. The ‘strategic innovators’ showcase an advanced and holistic approach to AI to capitalise on its benefits for the organisation, it said. 

While more companies are experimenting with using AI in their campaigns, a study by digital asset management provider Bynder’s ‘human touch’ survey highlighted that 50% of consumers are able to spot AI-generated copies.

This becomes especially pertinent as 25% of consumers would feel a brand is impersonal if their social media copy appears to be AI-generated while 20% would perceive a brand to be untrustworthy.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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