Artificial intelligence may have been the industry buzzword for the past 12 months or more, yet a new report has found a lot of marketers believe the platform has been overhyped and namely by the tech firms trying to sell the software.
The study was conducted by US marketing automation platform provider Resulticks and found many marketers aren’t buying into AI’s promises.
According to the report, AI headed the list of overhyped marketing concepts, followed by big data (31 per cent), omni-channel (23 per cent), real-time marketing (20 per cent) and personalisation (14 per cent).
Chief findings of the Resulticks study were:
- 69 per cent of marketers rate their vendor’s ability to help them execute on AI as poor to fair.
- 42 per cent of respondents have abandoned their AI plans already.
- 30 per cent said that AI was a buzzword and people who used it “were full of it”.
- A staggering one in five marketers believe that AI vendors don’t know what they’re talking about.
- 40 per cent said they were skeptical about AI’s abilities, while only 21 per cent said they were optimistic.
- 55 per cent believed it was martech vendors who overhyped AI’s ability, while a further 38 per cent said it was the work of journalists and bloggers. Only 18 per cent agreed AI software delivered on its promises.