A recent GWI study highlights the struggle of marketers to adapt to rapidly evolving marketing technology despite increasing tool investments. Notably, 9% of marketers classify themselves as “laggards,” adopting new technologies only post-mainstream acceptance, while 35% identify as “late adopters.” The primary challenge for 25% of marketers is keeping up with marketing trends, showcasing a gap between available tools and user confidence—only 19% consider themselves innovators.
Concerns around data security (27%) and technology dependency (24%) hinder AI adoption, with 21% citing a lack of AI knowledge as a barrier. Despite these hesitations, 30% of AI users report improved efficiency. Optimism is prevalent, with 55% believing AI will positively impact marketing.
GWI’s CMO, Birthe Emmerich, emphasizes that the confidence gap stems more from data quality than technology itself, underscoring the need for trustworthy data to effectively harness AI benefits in marketing.
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