Demandbase survey: Marketers sure like them some AI
But only a few are currently using it.
Once upon a time, we writers would note whether some new tech was cloud-based or not.
Now, it’s often assumed that all business software lives in the cloud.
At some point sooner than we think, the same is going to happen to artificial intelligence (AI). You’ll just assume all marketing software employs some flavor of AI.
We’re seeing this complex technology showing up in all kinds of marketing tech, where automated insights, natural language processing, and pulling predictive patterns from massive amounts of data can be particularly helpful.
To cite just a few recent announcements: Salesforce’s Einstein, Adobe’s Sensei, Google’s expanded machine learning service, Amazon’s new AI service, Adgorithms’ self-driven marketing/ad platform, YesPath’s AI-powered Account-Based Marketing platform, IBM Watson’s many occupations, Grey Jean’s AI-driven personalization platform, Signpost’s automated customer relationship management platform, Wizer’s AI-based marketing survey tool, and Emarsys’ AI Marketing platform.
And, in October, B2B targeting platform Demandbase launched a business relationship engine that utilizes AI to automatically find potential business account targets, based on inferred needs, interests, and connections. The company described this DemandGraph as “B2B’s first AI-driven business graph.”
Since that announcement, SVP Aman Naimat told me, his company has been “using AI for all our offerings, [and] it was imperative to understand what CMOs [know about it].”
So Demandbase conducted a survey to find out what AI means for marketers.