It’s always fascinating to see how quickly technology evolves. But, sometimes it seems too fast; even for professionals who are supposed to use it. Artificial intelligence illustrates this perfectly since today 36% of marketers have no plans to integrate AI into their daily lives, compared to 40% who already have an action plan.
Many are groping forward without a real strategy for integrating AI into their marketing. Among those who have not planned anything, it is estimated that 10% do not know where to start. And among those who have a plan, 22% explain that they have difficulty implementing it. This data from SOCI is based on the responses of several hundred professionals.
Beyond technological developments, the people interviewed put their finger on a few obstacles, and not the least. First of all, confidentiality: on this subject, 52% of respondents showed reservations. Then, we find technological dependence: here 46% of professionals express fears. Then comes the fear of the colossal work involved in preparing data for an AI at 41%, the fact of being replaced by a program or a machine at 36%, without forgetting the need for a guarantee on investment at 30%.
Not surprisingly, respondents agree that more training is needed about AI. Faced with budgetary constraints (36%), 47% of respondents say their biggest challenge is the lack of understanding of artificial intelligence. Then, we note great difficulties in aligning marketing objectives with AI solutions at 44%.
There is therefore still a way to go for decision-makers to inform themselves, train themselves and surround themselves with competent personnel to take action. According to the figures, it is estimated today that 39% of companies have specialized personnel, that 21% have absolutely none and that 37% are in the process of training.