2 min. reading

More Marketing Professionals Using AI To Experiment

Leading digital experience platform supplier Optimizely recently produced some interesting data showing a notable change in the UK marketing scene. Comprising 1,000 customers and 100 marketing experts, the survey clarifies the increasing acceptance of automation and AI in marketing plans.

More Marketing Professionals Using AI To Experiment
Source: Depositphotos

Remarkably 65% of the polled companies have already included automation and AI into their A/B testing and experimenting procedures. Even more remarkable, almost half of these adoptions took place last year, indicating a fast rise in artificial intelligence integration.

Anticipating 2024, an astonishing 87% of marketers underline the critical need of innovation in reaching their goals. Nonetheless, given 20% of respondents complaining about their existing method, there is room for development in the field of web experimentation. Moreover, 23% of respondents said their present approaches lack sophistication.

Many obstacles prevent successful experimenting. Top of mind for 43% of marketers are budgetary restrictions; closely followed by resource, time, and attention restrictions influencing 39%. Inadequate tools or technology (25%), departmental silos (25%), and the small scope of experiments (18%) provide other difficulties.

Source: Optimizely

Notwithstanding these challenges, one can clearly see promise for automation and AI. Remarkably 89% of marketers think artificial intelligence is the answer to conquering these obstacles. Specifically, although 62% hope AI would improve accuracy, 70% see it accelerating experiments.

Looking ahead, 48% of UK marketers intend to use artificial intelligence to produce more tailored and personalized content. Another 41% see promise in mass producing headlines, graphics, and calls to action using artificial intelligence. Besides, 32% want to create experimental hypotheses and 37% want to deploy artificial intelligence for dynamic traffic allocation amongst test variations.

Source: Optimizely

The press announcement from Optimizely highlights how transforming artificial intelligence might be in marketing:

“Many companies are still to polish their experimental methods for better customisation and higher conversion in the environment of closely watched corporate decisions of today. The convergence of artificial intelligence and experimentation enables marketers to precisely identify content that fits certain client profiles, therefore enabling agile changes that improve digital experiences to hitherto unheard-of degrees.

This changing terrain emphasizes the crucial part artificial intelligence will play in determining the direction of marketing innovation and personalization not only in the United Kingdom.

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