B2B Marketers Still Uncertain About AI, Study Suggests

Nearly half (49 percent) of B2B marketers report that AI does not currently have a role in their marketing strategies, according to a recent study from EverString and Heinz Marketing.

The study asserts that uncertainty around the positive impact of AI on a marketing strategy could be one reason for this, and produced other findings suggesting that B2B marketers are still in the exploration stage when it comes to AI. The majority—nearly 55 percent—of respondents reported being only "somewhat confident" in their knowledge of AI in the context of marketing technology. Additionally, nearly 44 percent reported that they are developing a better understanding of the differences between AI, machine learning, predictive technologies.

The study also yielded findings around B2B marketers' hopes for AI. Top expectations for the technology include helping to identify prospective customers, improving marketing effectiveness in driving revenue, identifying specific account opportunities, and identifying macro market trends and opportunities. Additionally, respondents cited personalization, trend identification, and customization as the top three areas where they hope AI will support their marketing strategies.