AI seems to be taking over the world, and marketers are right in the thick of it. But while most marketers want to be on top of new, cutting-edge technology, they also want to ensure that they are getting actual value from it. Testing and vetting of AI technology is key to make sure it’s truly worthwhile. 
Smaller businesses with fewer resources and/or time for creative or obtaining data are particularly suited for AI tools.
Some facts about AI usage in marketing:
- AI is being used for content creation by almost half of US CMOs. And 28% are using it for marketing automation.
- Most US marketers (67%) say that creating content faster is a leading benefit of generative AI, which saves them time.
- Across the globe, marketers are using AI to help with social media functions, such as editing and refining (86%), developing new ideas (82%) and generating images (52%).
While AI testing has found savings in time, the next focus is to quantify effects on return-on-ad-spend, clickthrough rates or brand lift. 43% of marketers around the world feel that customer satisfaction is a valuable way to measure these effects.
AI tools on social platforms include:
- 20 new generative AI tools are available across Meta platforms. Uses include search enhancement, business messaging and image effects like different backgrounds for product images and variations on copy.
- Creative Assistant from TikTok can look for inspiration and best practices in top-performing ads, suggest video concepts and refine scripts, all through use of AI.
- Snap’s My AI chatbot can be used to integrate sponsored links through a collaboration with Microsoft.
- Pinterest offers an inclusivity tool, powered by AI, that gives users the ability to sort through images by body type.