AI Advantage Assessment

Sitting at their desks, most marketers have no idea what is the “standard practice” AI in marketing. That is unnerving, as they are getting pressure from every angle to “do more” and know that they’ll be asked about AI in their next interview. The AI Advantage Assessment is an effort to give marketers data to take their next personal or departmental AI step.

The early picture is that about 14 use cases are closing in on “everybody does it” territory. From the hundreds of respondents (so far), >60% of marketers reported 14 use cases they were using “Increasingly” or “All the time.” “Increasingly” may be far from standard use, but it indicates early success and momentum.  The bottom line is that there are a foundation of use cases marketers need to have their arms around in the next 6 months or they will be left behind.

After that, the story requires deeper reading to understand the plot. The first difference is based on discipline. Use case adoption varies widely across the typical sub-functions of marketing (e.g. PR & AR, Product Marketing, Advertising and Social, Content, Competitive Intelligence, etc.). The assessment covers 110+ use cases (divided by discipline to make the survey manageable), so it’s hard to do a top-level summary. But we see nearly half the use cases earned <20% of marketers using them “Increasingly” or more frequently. This re-enforces the point that AI is not yet a proven tool for a lot of the things that it is being hyped for. Middle-of-the-pack marketers can wait on many use cases to mature.

If you are a marketer interested in more specifics, you can take the survey to receive a personalized, confidential analysis of how your usage compares to peers AND specific recommendations on what use cases peers at your level have also adopted. https://lnkd.in/d2MAhNex

If you have other questions, look me up.
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