Marketers are using AI for content
creation above all else. But this has led to worries about tone of voice and factual accuracy, and those are only some of the hurdles they face, judging by a new study from Kaltura: Riding the wave, a
2024 survey report on the use of AI technologies in marketing teams.
Marketers and events teams cite these concerns about using AI to create
content:
Perhaps more seriously, they also list these worries:
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Why are they
bothering, given these challenges? The respondents see these benefits:
Marketers are using AI for these purposes:
On another front, 41% have seen an increase in lead
generation attributable to AI, although only 7% report being able to attribute with certainty.
You may well ask: How many firms are really doing all
this?
The study shows that 88% are experimenting with AI to some extent. However, only 11% are using it frequently, 41% occasionally and 36% say they are
currently experimenting with AI. Another 12% are planning to try it.
Kaltura surveyed 500 full-time employees working in marketing and events at firms with over
1,000 employees the U.S., the U.K., France, Germany and Italy in August and September 2023.