Gartner Survey Finds 63% Of Marketing Leaders Plan To Invest In Generative Ai In The Next 24 Months
Gartner, Wednesday, August 23,2023
Projections Signal Shift in Martech Plans, as Leaders Report Utilizing Only One-Third of Current Capabilities
Sixty-three percent of marketing leaders are planning to invest in generative AI in the next 24 months according to a survey from Gartner, Inc. Slightly more than half of respondents (56%) see greater reward than risk in generative AI.
A Gartner survey of 405 marketing leaders conducted in May and June 2023 revealed the utilization of their organization's overall martech stack's capability dropped to just 33% on average in 2023, marking a second consecutive year of decline (42% in 2022 and 58% in 2020).
'CMOs recognize both the promise and challenges of generative AI,' said Benjamin Bloom, VP Analyst in the Gartner Marketing practice. 'There's a clear tension between investing more in the current tech stack to drive utilization, or reallocating their finite resources towards the coming crop of generative AI applications that may not suffer from the same utilization problems.'