Every second marketing professional has a AI roadmap

More than half of the marketing professionals in the roof room has a AI roadmap, but only 11% are effectively integrated into operational processes for AI applications in the stage of professionalism and scaling. These are selected preliminary results of this year’s “Marketing Tech Monitor”, which the Hamburg Marketing Tech Lab publishes annually. A focus this year is AI.

Ralf StraussFounder and CEO of MarketingTechlab GmbH and operator of the annual “Marketing Tech Monitor” reports in this conversation with Media manager editor Otto Kollerthat most of the marketing professionals surveyed are already using AI pilots in space D/A/CH. However, only 11% state that they have already been integrated in a productive phase and operational processes and that they are in the stage of professionalism and scaling. The biggest challenges here: inadequate know-how in companies (31%), complexity and diversity of applications (21%)- there is a pool of more than 4,000 AI applications in the area of ​​marketing, sales and service- as well as insufficient data quality and availability (18%).

After all, just more than half (51%) already has a AI roadmap for the coming years. In almost a third of the companies (37%), however, this is not yet available. One cause is the experience of marketing tech labs, the start with many tests, in order to then follow the basics such as a further roadmap below.

Background of the study

In its annual “Marketing Tech Monitor”, the Hamburg Marketing Tech Lab has analyzed trends since 2019, in the course of a survey of almost 1,800 marketing and sales professionals in the room D/A/CH, new and challenges for all questions in the area of ​​“Data-Driven Customer Interaction”.