Elly Yates-Roberts |
New research from Episerver has found that 45% of business-to-business (B2B) marketers have plans to automate operations with artificial intelligence (AI) by 2022.
The B2B survey on digital experience, which used responses from 100 B2B decision makers across the UK, found that many feel that certain aspects of the marketing function can be carried out by AI-powered technologies.
According to the research, the top uses for AI in the industry include personalising the online customer experience (81%), improving decision making (78%), and R&D (73%).
“There’s no denying that AI will be the key instigator for change in the marketing sector,” said Joey Moore, head of EMEA and APAC evangelism at Episerver. “While some see AI as a threat, others are embracing it to streamline their roles and free up their time for more creative work.
“At Episerver, we’re already using AI to create better product and content recommendations, and to bring greater personalisation to customer experiences. By embracing, rather than fearing, these technologies, marketers can build a better understanding of what is and isn’t working, while also providing a superior digital experience for customers.”