Over half (58%) of respondents to the Marketer’s Toolkit survey report feeling “cautiously progressive” on the technology, as they use new AI tools to experiment with creative development and asset creation. Unlocking the potential of Gen AI is one of the five themes in the 2024 Toolkit.
If you’re not yet a member, you can find a sample of the report here.
Why AI matters
AI is the biggest technology story of the past year and, with the leap into generative AI thanks to the debut of OpenAI’s ChatGPT, it could well become the defining technology of this decade. For marketing, there are as many potential rewards as there are pitfalls. The Toolkit goes deep on the areas in which marketers and agencies are experimenting.
Top three usages
According to the survey, marketers are planning to test or use generative AI for the following functions:
- Copywriting
- Summarising big texts
- Competitor and category analysis
Despite the many opportunities that AI offers, text and image-generating systems are not solely the preserve of creative professionals. The internet is likely to become murkier, more complex and much less certain about what is true and what is not. Transparency is key.
WARC members can read the full report here.
Source: warc.com
