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According to a recent survey by the adtech platform BrightBid, a significant portion of UK marketing leaders are embracing AI tools in their digital advertising strategies. The survey, which involved 200 marketing executives, found that 84% are already utilizing AI tools, with the most common applications being email marketing (33%), content marketing (29%), and social media post generation (27%)
The survey revealed that 79% of these executives reported a boost in return on investment (ROI) from using AI tools. Additionally, 85% of marketing executives expressed confidence in the effectiveness of these tools, and 64% indicated plans to expand their use of AI in future campaigns to automate processes, increase efficiency, and enhance results. Generative AI, particularly tools like ChatGPT, emerged as the most favored technology among respondents.
Despite the widespread adoption, 8% of marketers are still hesitant to use AI, primarily due to concerns about data quality, budget limitations, and unfamiliarity with the technology. Ethical considerations were also prominent, with 71% of participants voicing concerns about the ethical implications of AI use, underscoring the importance of ongoing discussions about regulation.
BrightBid’s CEO emphasized the undeniable impact of AI on revenue growth, with 79% of marketing leaders attributing their improved ROI directly to AI tools. However, he acknowledged that challenges such as a lack of training and budget constraints still pose significant barriers to broader AI adoption. As the digital landscape continues to evolve, these insights are expected to help organizations navigate the complexities of AI integration and unlock its full potential.