In the ever-evolving landscape of customer engagement, AI has become an inevitable technology advancement. Because 81% of marketers report that their organizations are currently using GPT models such as OpenAI's ChatGPT and Google's AI Gemini (formerly Bard).
Specifically, 55% of marketers say their organization's adoption of GenAI can best be described as partially integrated across selected marketing functions. Additionally, 71.4% of respondents said AI capabilities are being utilized most extensively by content teams, highlighting the pivotal role AI plays in content generation.
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These are the results of engagement platform CleverTap's AI Customer Engagement Report, which revealed that 64% of respondents use AI to build real-time, personalized experiences that deliver optimal engagement. I did.
82% of respondents are using AI to improve operational efficiency by streamlining workflows and automating content generation, while 54% of marketers are using AI to generate content and deploy campaigns faster doing.
Other common uses of AI by marketers include creating content that resonates with users emotionally (43%), automating the creation of conversation probability-based segments (39%), and running experiments at scale. (39%).
Companies that leveraged AI for customer engagement also witnessed benefits and value being realized, with 43% leading to conversions. 63% experienced an increase in click-through rates and 18% experienced an increase in purchases.
Different levels of AI adoption
However, the benefits gained from AI depend on the degree of AI adoption in a company, which CleverTap categorizes into three levels. The first level is companies that focus on using AI to streamline content creation and improve operational efficiency, or “operational optimisers.”
“Operations Optimizer” also aims to save time, eliminate author block, and improve productivity.
Companies that take AI adoption a step further are becoming known as “personalization and experimentation architects,” who extend the application of AI to enhance personalization at scale and experiment in real-time to efficiently improve conversions. Masu.
Companies with the highest levels of AI adoption are pioneers in leveraging AI to automate daily tasks, streamline workflows, and make strategic decisions. “Strategic Innovators” presents an advanced and holistic approach to AI to maximize its benefits for organizations, the magazine said.
While more companies are experimenting with the use of AI in their campaigns, 50% of consumers can tell the difference between AI-generated copy, according to digital asset management provider Bynder's 'Human Touch' research. It became clear.
This is especially important as 25% of consumers perceive brands as impersonal and 20% perceive brands as untrustworthy when social media copy appears to be generated by AI. Masu.
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