RARE Design in partnership with MAD//Fest has today published a new study on whether the reality of the role of Artificial Intelligence (AI) and Machine Learning (ML) in marketing lives up to the hype.

Our conclusion? Not yet, but marketers are increasingly switching on to the opportunity to benefit from AI and ML.

The study reveals a number of important trends, applications and opportunities:

  • AI and ML can address a number of current challenges faced by both agencies and brand marketers including improving business performance (61%) and strategic problem solving (45%)
  • Marketers are using AI and ML for broad range of tasks including research and insight (30%), digital advertising (26%), developing predictive technologies (21%) and creative processes (19%)
  • 92% marketers plan on using AI and ML in the future and there is a huge opportunity for humans and machines to work together to speed up internal processes and offer broader, unbiased starting points

Having developed The Intelligent Brief™, we firmly believe that AI is a powerful tool and that by harnessing it to augment creativity, we can amplify our creativity and idea generation in exciting ways – the results show that we are not alone!

Enjoy the study and get in touch if you’d like to find out more!