Campaign India Team
Dec 05, 2023

54% marketers feel that adoption of AI in marketing isn't effectively understood: MMA report

The report also revealed that 85% of marketers are exploring AI

54% marketers feel that adoption of AI in marketing isn't effectively understood: MMA report
MMA has rolled out a 'State of AI in Marketing' report to showcase the importance of the technology for marketers.
 
The report revealed the following:
  • 73% feel that AI will significantly enhance marketing capabilities but won't replace human creativity and expertise
  • 69% of the respondents stated that skilling and training is one the top challenges for AI inclusion and adoption in marketing
  • 70% of respondents are aware of the potential ethical implications of using AI in marketing.
  • 65% envision developing in-house capabilities when executing their organisation's strategy in the context of Generative AI
  • 54% of marketers in India point to the understanding of AI as a challenge 
  • 42% of respondents are in the experimentation phase of adopting AI in their marketing strategies
  • 21.5% rate the level of inclusion of AI technology as high while 33.64% rate it as medium in their company’s marketing plan and processes.
  • 39% of organisations are in the process of developing strategies to address AI-related risks
  • 85% of marketers report to be exploring with AI in marketing.
  • 72% voted data privacy to be a primary risk factor specifically for gen AI adoption 
The report was revealed during MMA's 'Data Unplugged' event which was held last month.
 
Moneka Khurana, country head and board member, MMA Global India, said, “The findings allow ample opportunity for the marketing ecosystem to decode the study and better understand the impact of AI in data marketing."
Source:
Campaign India

Related Articles

Just Published

2 days ago

Tata Power’s AI Christmas campaign: Magic or ...

The ad reveals how AI is shaping the future of advertising—raising questions about its role in breaking creative boundaries and delivering truly unique narratives.

2 days ago

Indian research and insights industry reaches $3.2 ...

The industry grew 12.6% to $3.2B in FY2024, projected at $3.4 billion by FY2025, fuelling data-driven brand strategies.

2 days ago

Newly-launched Whoppl Bharat aims to bridge India’s ...

This division from Mumbai-based content-to-commerce company tries to empower brands to connect authentically with India’s diverse tier 2 and 3 markets.

2 days ago

Former GroupM China executives to face Shanghai ...

EXCLUSIVE: The trio will appear before Shanghai's Intermediate Court next week, marking the latest chapter in the bribery scandal that rocked WPP's GroupM China in October last year.