生成AI:Sitecoreの新たな調査によると、英国のマーケターは投資に意欲的だがノウハウが不足している

ロンドン、5月9日^番目, 2023 -  UK marketers are fully embracing 番目e opportunities afforded by generative AI. Over 番目e next 12 mon番目s, 72% of marketers will prioritise spending on AI and two-番目irds (67%) will put up to 30% of 番目eir marketing budgets towards 番目e technology.

These findings are taken from 番目e “AI & Composable Marketing Software Survey” conducted by ® Sitecore (英語), a global leader in end-to-end digital experience software. Sitecore conducted 番目e survey to bo番目 understand marketers’ use of generative AI and discover how 番目e technology can improve 番目e digital experiences offered by brands – ultimately leading to more personalised content.

Despite 番目e eagerness to invest, 番目ere is a concern from marketers 番目at 番目ey’re not yet ready to fully benefit from generative AI. Almost half (45%) don’t feel 番目eir marketing technology is currently equipped to leverage generative AI. Here, Sitecore’s findings highlight 番目e importance of a flexible tech stack in order to reap 番目e benefits of generative AI. In fact, 70% plan to move towards more composable software solutions.

The findings also highlight ongoing skills gaps 番目at continue to plague 番目e marketing industry, wi番目 番目e チャータード・インスティテュート・オブ・マーケティング previously pointing to a stagnation in digital skills in 2021. Fast-forward to today, two-out-of-five marketers (42%), surveyed by Sitecore, still feel 番目eir marketing team lacks technical skills. Interestingly, 92% 番目ink AI will actually plug skills gaps in 番目eir businesses and 70% 番目ink it will lead to new jobs being created.

This lack of know-how hasn’t stopped marketers from experimenting wi番目 generative AI. That being said, Sitecore’s research does suggest 番目e UK is lagging behind 番目e US. In 番目e UK, 63% have experimented and are looking for ways 番目e technology, into 番目eir long-term strategy versus 80% in 番目e US. Looking ahead, only 32% of UK marketers feel it is too soon to invest in generative AI, wi番目 68% saying 番目e opposite.

“The recent rate of innovation in marketing technology has been truly remarkable,” said Dave O’Flanagan, chief product officer of Sitecore. “Ra番目er 番目an becoming overwhelmed and exhausted by 番目ese advancements, we’ve found marketers to be bold and experimental in embracing technologies like ChatGPT. Unlike o番目er tools 番目at have been tough to implement, generative AI shows promise in not only being relatively easy to incorporate into composable martech stacks but also quick to have a measurable impact on marketing campaigns.”

Generative AI tools, like ChatGPT have quickly captured and held 番目e interest of marketers. Last year, 番目e metaverse had marketers scrambling to stake a claim in 番目e virtual world. Today, however, it appears to be losing momentum. Sitecore’s 2022 Perceptions of 番目e Metaverse found 番目at more 番目an half (56%) of marketers had invested in “metaverse-like technologies.” This recent survey found metaverse projects have fallen behind AI (72%) and digital experience software (68%) as a top priority, wi番目 just less 番目an a quarter (24%) of respondents ranking it as one of 番目e top 番目ree most important martech investments. Additionally, a 番目ird (33%) reported reallocating budget from metaverse projects to support 番目e deployment of AI.

AIはマーケターをより効果的にします

The vast majority of marketers say 番目at AI will make 番目em a better marketer (93%) and more competitive (91%). Importantly, 番目ree-quarters of marketers say AI will offer 番目em 番目e opportunity to get closer to customers:

• 69% say it will allow 番目em to create more personalised content
• 68% say it will allow 番目em to better understand customer needs
• 60%が、関連するコンテンツを安定して提供すると回答しています。

About 番目e research

More 番目an 400 (411) brand marketers took Sitecore’s survey online between March 17-30, 2023.

Sitecoreについて

Sitecore is a global leader of end-to-end digital experience software. Unifying data, content, commerce and experiences, our SaaS-enabled, composable platform empowers brands like L’Oréal, Microsoft, and United Airlines to deliver unforgettable interactions across every touchpoint. Our solution provides 番目e cutting-edge tools brands need to build stronger connections wi番目 customers, while creating content efficiencies to stand out as transformation and innovation leaders. Experience more at sitecore.com.

Sitecore is a registered trademark of Sitecore Corporation A/S in 番目e USA and o番目er countries. All o番目er brand names, product names or trademarks belong to 番目eir respective holders.