• by Karlene Lukovitz  @KLmarketdaily, December 26, 2023

More than half (57%) of marketers report that their companies have already integrated generative AI tools in their marketing and advertising tech stacks, and most say it has had positive impacts.

But nearly three quarters also admit to at least some concern about letting customers know about AI use in marketing.

Of 317 digital marketing professionals from a cross-section of U.S. B2C companies interviewed by AI martech platform SOCi, 279 were aware of generative AI tools, and 181 reported that their companies have already integrated such tools.

But most respondents expressed some wariness about revealing use of AI to customers, with 13% admitting “concern” about creating negative perceptions or impacting brand trust, and 39% saying they are “somewhat” concerned. In addition, 19% said they are “not too” concerned, because they think consumers are open to AI.

Nearly a quarter (21%) said they feel “neutral” about revealing AI’s use, because they believe that customers understand AI’s benefits. Just 7% said they are entirely unconcerned. 

“It’s clear that while we navigate the benefits of AI, we must also carefully manage its perception among consumers,” notes SOCi CMO Monica Ho. “Ultimately, we could see greater regulation in this area that could steer disclosures for marketers and brands.”

Asked which area represents the biggest opportunity for leveraging generative AI, 32% of all respondents said personalized marketing, 25% automation of routine task, 22% content development and 19% data analysis.

“There’s a common misconception that generative AI is solely about automation and content creation,” said Ho. “While those areas hold significant potential impact, the real game-changer lies in personalized marketing — be it via dynamic creative or interactive chatbot experiences engaging directly with consumers.”

Users give the technology mostly positive reviews, with 51% reporting that they use the technology “often,” 29% “sometimes,” 16% “always,” and just 4% “rarely.” 

Nearly three-quarters (72%) said the tools have had a positive effect on the efficiency of marketing or advertising efforts, and 40% of those report a significant boost in efficiency.

On the downside, 32% say the impact has been minimal or not as significant as expected, 15% haven’t noticed any difference, and 12% aren’t sure about efficiency gains. 

Survey respondents included marketing managers, marketing analysts, marketing directors, CMOs and VPs. More than half (55%) describe themselves as decision-makers in their roles.