News

Content marketers increasingly looking at AI to supplement marketing needs

Artificial intelligence and content marketing

With AI or deep learning able to integrate with content marketing efforts, current data suggests that although 57.1% of US marketers remain unlikely to use AI or deep learning in their 2017 content marketing, a significant number felt differently.

The BrightEdge report found that a third (31.4%) of respondents said they would use AI to help flesh out their content marketing strategy this year. And an additional 8.7% said they were very likely to do so.

Meanwhile, 2.8% said they’re already using AI to develop their content efforts, eMarketer reports.

Additionally, more marketers are likely investing in AI because they’re confident there is a demand for it. In fact, recent data found that nearly eight in ten US senior marketers surveyed believed consumers were ready for AI, eMarketer reports.

NewBase (formerly Publicitas International) polled 1,019 marketers worldwide in April 2017 and asked them which types of technologies they plan to prioritize over the next 12 months. Three in ten (30%) respondents said they planned to prioritize AI. A year prior, only 13% of respondents said the same.

Similarly, roughly a quarter (24%) of marketers worldwide said that AR will be a priority in 2017. Just 18% felt the same way in 2016.

While more marketers plan to prioritize these technologies, some are planning to focus less on others.

For example, 35% of this year’s respondents said the internet of things (IoT) will be a priority in the next 12 months. However, more respondents (51%) said it was a priority in 2016.

And compared with 2016, fewer marketers plan to prioritize areas like commerce, social media software and wearable technology this year.

But that may be because they’re looking at new and emerging technologies.

According to NewBase, some marketers believe technologies like voice assistants, drones and robotics—all of which were not included in the survey last year—will affect their business over the coming 12 months.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

All by Laurie