The 3rd edition of Data Unplugged presented an eclectic mix of speakers with special emphasis on the evangelization of AI in data-driven marketing. The occasion witnessed the launch of another special highlight of Data Unplugged ‘State of AI in Marketing’ study.
In this inaugural MMA Global India report, the findings affirm that we are, indeed, at an inflexion point in the AI-driven marketing landscape. Notably, the data reveals the following :
- 73% feel that AI will significantly enhance marketing capabilities but won’t replace human creativity and
- expertise
- 69% of the respondents have said 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 organization’s strategy in the context of Generative AI
- 54% of respondents feel that the adoption of AI in Marketing is not effectively understood
- 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
This report serves not only as a guide to the current state of AI in marketing but our findings underscore the urgency for organizations to not only embrace AI and its immense potential for marketing optimization and personalization but also to address the complex challenges that lie ahead.
Here are a few key highlights from the study:
- 85% of marketers report to be exploring with AI in marketing
- 54% of marketers in India point to the understanding of AI as a challenge
- 69% report ‘skill and training’ to be a top challenge for the inclusion of AI in marketing.
- 39% of Indian organizations are in the process of developing strategies to address AI-related risks.
- 72.90% of marketers are certain that Gen AI will enhance marketing capabilities without replacing human creativity and expertise
- 72% voted Data privacy to be a primary risk factor specifically for gen AI adoption
- 70% of marketers reported to be exploring with Generative AI applications – be it use cases, preliminary research and pilots, and other Gen AI tools.
In sum, the survey showcased key gap areas such as the ‘effective understanding of AI, the availability of skill and training, limited use cases of active AI adoption and lack of processes and legal guidance to mitigate risks.
“We’re so excited to have released the State of AI findings at the 3rd edition of Data Unplugged, allowing ample opportunity for the marketing ecosystem to decode the study and better understand the impact of AI in data marketing,” says Moneka Khurana, Country Head & Board Member, MMA Global India.
