AI: The catalyst for marketing’s next evolution

AI is reshaping the way we work, becoming the key you need to unlock your full marketing potential. Discover Avanade’s perspective on how AI is revolutionising content and experiences with insights from more than 400 marketing executives.

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Unlock your full marketing potential

74% are already using AI in marketing

The adoption vs. innovation gap

While the vast majority of businesses are already using AI in marketing and can see the huge potential, only 12% feel fully prepared to scale it. Even with active experimentation of AI, our insights point to a gap between the desire to integrate and scale it more broadly into marketing workflows and the organisational readiness to actually do so.

54% are concerned with AI understanding brand voice

Marketers still don’t fully trust AI

The prevailing lack of trust in AI is a significant barrier preventing marketing from fully capitalising on its potential. While AI has been rapidly adopted to enhance customer experience through personalisation and optimisation, its integration into content creation and the facilitation of team collaboration has been slower. In fact, 39% of companies identify ensuring brand consistency across distributed teams and channels as the highest risk area in their journey to implement and scale AI.

71% see AI’s greatest potential in real-time customer service

AI insights help build strong connections

Marketers are seeing an immediate opportunity for AI to transform their customer services. 74% of companies believe AI is the answer to helping them speed response times and drive better personalisation. By improving segmentation and boosting efficiency, employees can dedicate more time to customers and use insights to create a tailored, exceptional experience.

AI has critical industry marketing impacts

Dive deeper into the data

To explore the data and gain more insights, download our complete research report with Microsoft and Sitecore, "From Content to Experience: How AI Is Shaping the Future of Marketing."

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