As generative AI adoption grows, organizations must evaluate its practical benefits. A survey of 283 marketing professionals revealed that content and data-related applications are highly utilized, especially in copy ideation, production, and optimization. While content tools show strong growth, ad-related applications lag behind. Marketers leverage AI to streamline their workflows and boost personalization amidst a surge in demand for quality content. Understanding these use cases will help clarify AI's role in the evolving marketing technology landscape.
The survey results highlighted distinct patterns across six key martech categories, revealing where generative AI applications hold real value and how they enhance marketing strategies.
Content-related genAI applications dominate the top 20 use cases, showing a significant reliance on AI for content ideation, production, and optimization.
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