The role of artificial intelligence in marketing has come a long way in the past 10 years.
A technology that was initially met with some caution and confusion, is now benefitting global businesses in a host of ways.
But despite its benefits, businesses are split on whether or not to invest in the technology, according to a new report from Adobe.
The report found 41 per cent of leading businesses are already using AI in some form, whether that be suggesting keywords or detecting fraud.
However, some 47 per cent of mainstream businesses said they have no plans to invest in AI in the future.
Adobe tips customer focussed businesses to be the ones leading the charge.
“Artificial intelligence is coming inevitably to all businesses as it is integrated into marketing systems. But CX leaders are more likely to actively apply thinking technologies to their key challenges and free up their human resources to focus on creative and strategic goals,” Adobe says.
Adobe argues that the businesses that choose to embrace automation will have an advantage over competitors, given the ability of AI to empower people.
“The simplest argument for machines is to empower people. Marketers live in a world of processes built on data. Every day they spend time laying out emails, building reports and analysing campaign metrics, to name a handful of the repetitive but essential building blocks,” Adobe says in the report.
Looking specifically at how organisations with revenue upwards of £150M use AI, Adobe found data analytics to be the most common answer, with 64 per cent of companies deploying the technology, up from 55 per cent in 2019.
AI being used for email marketing also increased from 19 per cent in 2019 to 33 per cent 2020, as did optimisation (26 per cent to 41 per cent) and on-site personalisation (26 per cent to 37 per cent).
Interestingly, AI-powered programmatic advertising saw a decline in use from 2019 to 2020, down from 27 per cent to 23 per cent.
The Masked Singer’s big reveal saw a slight drop off in audience from its Monday night episode, netting an average of 654,000 viewers. That’s a decrease of 49,000 from the previous night where, as you are sure to remember, the dancing pinata was revealed to be Lote Tuqiri. Last night was the reveal of a […]
Australasia’s largest real estate agency has released its biggest brand campaign ever. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was inspired by Ray White’s rich […]
Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne. Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]
American beer brand Pabst Blue Ribbon wants to pay drinkers to plaster their homes with ads for the brew. The oddball campaign is called “In home advertising” and, despite the fun, works more as a clever piss-take of the advertising game. Apparently the idea for the ad came about when the client complained of the […]
JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]
Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]