At the moment, AI’s use cases in marketing remain narrow. AI is used in recommendation engines, content marketing and audience segmenting, but other tools—like chatbots—haven’t caught on. Since AI is only being used at scale for a few specific things in the marketing industry, it’s difficult to merge the technology into the workflow of marketers who don’t focus on topics like content recommendation or audience segmentation.
The promise of AI is often hinged on automation freeing up employees to spend more time on complicated tasks. While respondents in the BrightEdge survey indicated that one of the main benefits of AI is more productivity and time savings, the top advantage cited was that it provides a better understanding of the customer.