Entrepreneurs are tapping into AI’s analytics and analysis capabilities in greater numbers than for genAI content material manufacturing, in line with a brand new survey of over 1,200 entrepreneurs by adtech platform Mediaocean.
The identical entrepreneurs are additionally protecting a watch on client curiosity in AI and different trending applied sciences. The place AI topped the record of client traits in a earlier survey, CTV now leads the sector.
AI capabilities. Knowledge evaluation (45%) and market analysis (40%) have been the highest methods entrepreneurs are utilizing AI.
“Entrepreneurs proceed to concentrate on knowledge evaluation and market analysis to reinforce decision-making processes, to optimize campaigns and achieve deeper insights into client habits,” mentioned Karsten Weide, principal and chief analyst for W Media Analysis, throughout a roundtable dialogue in regards to the report.
“Utilizing generative AI for automated content material creation, resembling dynamic inventive optimization, that solely comes after analytics,” mentioned Weide.
Shopper traits. Many entrepreneurs additionally rated genAI as a high client pattern (55%), just under CTV (56%). TikTok/social video got here in third at 47%. GenAI scored first within the earlier survey.
Listed here are all the highest client traits rated by entrepreneurs and the place they landed within the rankings:
“As so many dynamics are altering and with the concentrate on first-party knowledge and efficiency, manufacturers nonetheless want attain,” mentioned Deborah Wahl, former CMO of Common Motors, on the roundtable. “It’s unimaginable watching the expansion of the CTV market and the place that may go. … I modified numerous the spending, after I was operating issues [at General Motors] to actually concentrate on [CTV], and it’s good to see that’s the primary pattern that everybody is taking a look at.”
Dig deeper: 3 the reason why digital video and CTV are booming in 2024
Why we care. Creating photographs and texts from a easy immediate is working its approach into advertising workflows. Three-quarters of entrepreneurs on this survey haven’t but taken the plunge, maybe as a result of lingering considerations over model security. What many entrepreneurs can confirm, nonetheless, is the power for AI to assist “sift by way of the information you usually can’t absolutely course of,” Weide mentioned.
With the vacations developing, entrepreneurs will probably deploy AI capabilities to assist buyers discover the best reward. Shoppers are taken with how retailers are utilizing these instruments. And for cautious customers, they may not even know when the expertise is AI-powered.
The complete report could be learn right here (registration required).
