Most Companies Deploying AI In Marketing, With A Majority Generating Business Value

Most companies have embedded artificial intelligence in marketing functions, and AI fluency of chief marketing officers is driving business value and increasing their influence over corporate decision-making and strategy, a report from Infosys Knowledge Institute, a research arm of Infosys Ltd., shows.

The research also found that leading CMOs allow teams to access real-time insights from data and adjust tactics as they roll out their AI implementation plan. They are more likely to have a responsive AI strategy that aligns with both marketing and overall business goals. 

However, 43% of companies still depend on ad-hoc methods of risk mitigation when it comes to AI in marketing. Embedding dedicated risk management can help compliance and build customer trust.

The report also noted that customer data platforms are essential for maximising AI's value in marketing. Advanced cloud-native MarTech stacks with real-time CDPs can improve scalability and data integration, delivering personalised experiences.