According to the C-suite Tech survey 2023 APeJ results, 37.8 percent of CMOs indicated that they have already begun implementing GenAI technologies
Global research body IDC now predicts that by 2027, GenAI will assume 30% of traditional marketing's mundane tasks such as SEO, content and website optimization, customer data analysis, segmentation, lead scoring and hyper-personalization. According to the C-suite Tech survey 2023 APeJ results, 37.8 percent of CMOs indicated that they have already begun implementing GenAI technologies. Also, 51 percent of CMOs highlighted that their top business objective in the next 12 months is to improve lead generation through improved quality of content marketing.
The marketing landscape in Asia/Pacific excluding Japan (APeJ) is evolving towards being more data driven. With factors such as Generative AI, marketing content fatigue, phasing out of cookies, and a shift towards an open advertising ecosystem, it is becoming increasingly important for CMOs and CIOs to stay updated on all these evolving trends and how these will impact the marketing and IT functions.
IDC’s predictions highlight that AI will drive greater level of automation across marketing tasks which will ultimately transform the marketer's role to leverage greater skillsets, and cross-functional collaboration across teams. Below are AI-driven predictions for the region:
• Dynamic Journey Orchestration: By 2028, the A2000 will utilize data & AI to automate 30% of actions in the buyer journey across marketing and sales, shifting to sensing, dynamically delivering to the "adventure" the buyer chooses.
• GenAI Eats Marketing: By 2027, GenAI will assume 30% of traditional marketing's mundane tasks such as SEO, content and website optimization, customer data analysis, segmentation, lead scoring and hyper-personalization.
• Bidirectional AI Marketing Takeover: Trying to reduce content ingestion, by 2026 more than 50% of consumers will employ AI through mobile devices to discover, evaluate, and purchase most of the products and services they want.
• Conversational Marketing Goes Mainstream: Pervasive sentiment and intent AI will propel 50% of A500 firms to conduct all marketing journeys as real-time, two-way conversations by 2026, improving leads to purchase conversions by 40%.
In the near-term (2024-2026), the focus will be on consumer-controlled AI, value creation from zero and first-party data, more open advertising environment, intelligent journey orchestration driven by contextualized conversations. While in the longer term (2027-2029), there will be a shift to automation of traditional marketing tasks, employ hosted communities quantum sensing and intent AI, expansion of marketers' skillsets, and greater collaboration.
"There will be a clear shift towards marketers expanding their skillets to include capabilities such as storytelling, and data analytics and greater cross-functional collaboration with other teams such as IT, sales, and operations towards the notion of a dream team. Generative AI will act as the enabler through greater automation of manual tasks such as SEO, content, and website optimization" says Lavanya Jindal, Research Analyst, CX, Martech, and Value Streams at IDC.
