According to two reports from Gartner, 63% of marketing leaders are planning to invest in generative AI technology in the next 24 months. This comes despite the fact that generative AI, along with emotion AI, has been categorized by Gartner as being at the “Peak of Inflated Expectations.” This phase is characterized by overenthusiasm and unrealistic projections, resulting in some successes but also more failures as the technology is pushed to its limits.

In Gartner’s hype cycle matrix, the “Peak of Inflated Expectations” is followed by the “Trough of Disillusionment.” However, despite the potential risks and uncertainties associated with generative AI, 14% of marketers have already invested in the technology.

A survey conducted by The Marketing AI Institute and Drift found that 91% of marketers believe that AI is critically important, very important, or somewhat important to their marketing success in the next 12 months. However, the survey also revealed that only 11% of respondents consider themselves to be advanced in terms of understanding AI terminology and capabilities. The majority of marketers are in the beginner or intermediate stages of understanding AI.

In terms of AI-powered martech solutions, there are several notable advancements. Quickads.ai is an AI ad platform that offers virtual product photography, eliminating the need for photoshoots. It also provides domain-specific ad templates that can be personalized, as well as features for content generation, error detection, and content refreshing.

Twilio’s CustomerAI1 powers predictive and generative AI tools, as well as customer data platform (CDP) innovations. CustomerAI Predictions allows marketers to create hyper-targeted audiences, trigger customer journeys, and personalize multichannel experiences. Twilio Flex and Voice customers can also benefit from AI-powered voice intelligence tools for transcription and language recognition.

Writerly AI’s EKOM is a digital asset creation and optimization engine that integrates directly with content management systems (CMS). It utilizes SEO data and traffic analytics to provide revenue-driving product assets and recommendations.

Despite the lack of comprehensive understanding and the risks involved, marketing leaders are still keen on investing in generative AI technology. The potential benefits and advancements offered by AI-powered martech solutions continue to drive the enthusiasm for AI in marketing.

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