Leading analyst Gartner revealed Personalisation continues to be a major challenge for digital marketing leaders. Nearly two-thirds (63%) of digital marketing leaders continue to struggle with delivering personalised experiences to their customers.
In a Gartner survey of 350 marketing leaders on personalisation in December 2020, “delivering personalised experiences” and “mapping digital messages to audience channel preferences” each increased in severity by eight and six percentage points, respectively, from a 2019 survey.
Part of the problem is that digital marketing leaders are yet to scale adoption of AI and ML, aligning with their personalisation goals.
Only 17% are using AI/ML broadly across the marketing function
Gartner Survey
Trust remains a key inhibitor to widespread adoption of AI and ML
The use of AI/ML technology is closely tied to personalisation objectives of digital marketing
In fact, 84% of digital marketing leaders believe using AI/ML enhances the marketing function’s ability to deliver real-time, personalised experiences to customers.
Many digital marketing leaders see bringing automation, scale and efficiency to marketing activities across channels as the greatest value of AI/ML tools.
In marketing organizations not currently leveraging AI/ML, trust remains a key inhibitor to more widespread adoption. However, Gartner notes trust improves with increased usage – whereas 75% of respondents piloting AI/ML worry about trusting the technology, only 53% of those broadly using AI in the marketing organization worry about trust in AI/ML. This is indicative of a steep but progressive acceptance curve.
The AI/ML acceptance curve is steep yet progressive
