Albert Releases “AI Adoption in Marketing: 2018
Brand & Agency Survey,” a Blind Survey of 52 Agencies and
Brands That Assesses Their Experiences with Artificial
Intelligence
Exactly one year after releasing its third-party study, “AI: The
Next Generation of Marketing,” which gauged marketers’ early
perceptions of artificial intelligence (AI) in marketing, Albert
Technologies (LSE: ALB.L), makers of digital autonomous marketer
Albert, today released the findings of its customer experience
study, “AI Adoption in Marketing: 2018 Brand & Agency Survey.”
The company conducted the blind survey in late 2017, gathering
information from 52 respondents, including 17 agencies and 35
brand-side marketers. The report is available in full here.
Albert set out to determine the nuances in mindset between two
distinct AI user types: brand and agency marketers. The 11-question
survey sought to compare where each stood on a variety of topics,
such as the performance and efficiency benefits that are most
important to each, which tasks they’ve found most difficult to give
up to a machine, and their upfront reasons for resistance, if
any.
Survey respondents were asked about AI marketing tools in
general, as well as specifically about their experiences with
Albert.
Key findings from the study include:
Agencies and Brands are united on their
initial reasoning for AI adoption. Seven out of 10 respondents
cited “increasing the value of their marketing investment” as their
motivation for engaging their first artificial intelligence
marketing platform. This number represents 83% of brands and
58% of agencies. An additional 33% of agencies made
the move to AI when they saw their current manual and/or
technology-aided efforts plateau. Peer pressure and the desire to
try the hottest new thing were less likely to influence either
respondent type’s decision-making.
Agencies most value sales-related
outcomes, while brands prioritize cost containment benefits.
Asked to rate the performance benefits of AI, agencies gravitated
toward those yielding the best results for their clients, ranking
AI’s “ability to lift sales” and “exceed campaign benchmarks”
equally important (both at 4.3 out of 5). While brands also
appreciate revenue-based benefits, the aspects they prized most
were related to cost containment, specifically “increased Return on
Ad Spend” (3 out of 5) and “reduced costs” (2.9 out of
5).
Brands specifically value efficiencies
that free up their time for creative or higher-level strategic
activities. Brand respondents that directly manage their own AI
systems focused on the ability to slough off mundane tasks to a
machine and free up time among their employees for creative or
higher-level strategic activities, ranking “less focus on manual”
3.2 out of 5 and “more focus on creative and strategy” at
3.3 out of 5.
Agencies are more likely to apply AI
insights across siloes and campaign-wide. Brands were less
likely than agencies to use insights generated from AI to inform
other parts of their campaigns (agencies: 3.7 / 5.0; brands:
2.6 / 5.0), or as a means of bringing cohesion to silo'd
marketing efforts (agencies: 3.8 / 5.0; brands: 2.8 /
5.0).
Brands and agencies both admitted to
upfront resistance to AI in response to fears they wouldn’t be able
to communicate with it. Sixty-three percent (63%) of
agency respondents cited an “inability to communicate with AI” as a
perceived upfront drawback while 32% of brand respondents
cited the same.
Brands claim new understanding of creative
fatigue. Agencies claim new insights on new audiences. When
asked which AI insights were most surprising, 33% of brands
claimed they were most surprised by how quickly creative assets
fatigue during campaigns (compared to only 8% of agencies).
Meanwhile, 58% of agencies rated the “ability to discover
new audiences” as particularly insightful (compared to 17%
of brands who reported the same).
Artificial Intelligence is helping brands
and agencies transcend siloes: 33% of respondents are using AI
across three marketing channels. Both brands and agencies are
using their AI platforms across up to four digital channels (paid
social media, search, display advertising and email), though a
majority of brand and agency respondents (exactly 33% for each
segment) reported using AI to automate digital marketing across
three digital channels at once: search, display advertising and
paid social media.
Brands find digital campaign data analysis
the hardest task to give up to AI. Among all the tasks newly
automated by their AI platform(s), 59% of brand respondents
cited digital campaign data analysis as most difficult to let go,
perhaps revealing brands’ attachment to deciphering the aha!
moments (despite the hours of labor required to find them).
Agencies rate audience segmentation as the
most difficult task to surrender to AI. Of all tasks that
agencies have relinquished to AI, 33% of agency respondents agree
that audience segmentation is the hardest to let go. This might be
due to having become accustomed to the difficult task of pairing
the right promotions with what they determine to be the right
audience.
“Before we conducted our research we knew that the speed of
adoption by brand-side marketers was relatively faster than the
agencies that perform digital campaign execution on their behalf,”
said Or Shani, CEO of Albert. “As we’ve begun working directly with
agencies, we’re discovering the nuances in how they think about and
experience AI. For instance, agencies are more likely than brands
to use AI to transcend data siloes across channels and apply
digital insights throughout a larger campaign. Brands, on the other
hand, gravitate toward immediately actionable insights, such as the
quick rate of creative fatigue among consumers. We’ve seen brands
translate this particular insight into the production of more
frequent creative, which allows them to seamlessly continue the
narrative with consumers.”
Slightly more than one quarter of respondents came from the
retail and apparel sector, while media and entertainment, travel
and leisure, and consumer packaged goods made up seven percent
each. The last 20 percent were drawn from the consumer technology,
pharmaceuticals and healthcare, transportation, and “other”
categories.
###
About AlbertAlbert, created by Albert Technologies, LTD.
(AIM: ALB.L), is the world’s first and only fully autonomous
digital marketer. The enterprise-level artificial intelligence
platform drives digital marketing campaigns from start to finish
for some of the world’s leading brands. Albert liberates businesses
from the data and technology complexities of digital marketing—not
just by replicating their existing efforts, but by executing them
at a pace and scale not possible by human teams. “He” accomplishes
this by wading through mass amounts of data, converting this data
into insights, and autonomously acting on these insights, across
channels, devices and formats, in real time. Brands such as
Harley-Davidson, Gallery Furniture, Natori, and Dole Asia credit
Albert with significantly increased sales, an accelerated path to
revenue, the ability to make more informed investment decisions,
and reduced operational costs. Visit us at albert.ai to learn
more.
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