• by Ray Schultz , Columnist, January 4, 2024

Marketers have deployed AI for advertising (52%), social media (50), content marketing (48%), and email (37%). But are they making best possible use of it? 

Maybe not, judging by 2024 Audience of One: The Marketer and The Machine.

First, there are ethical concerns:

• Privacy invasion — 47%
• IP issues — 44%
• Absence of human supervision — 42%

How to brands propose to deal with these concerns? They recommend these strategies:

• Monitor AI for biases — 53%
• Ensure reflection of brand values — 52%
• Mandate human reviews for AI-generated content — 51%

In general, marketers face these challenges to AI integration:

• Managing and leveraging customer data — 40%
• Safeguarding data privacy — 38%
• Executing consistent omnichannel personalization — 37%
• Data privacy and app security — 35%
• Worries about brand reputation — 29%
• Lack of skills to deploy — 23%

But brands see the key benefits of AI implementation as follows:

• Improves customer buying journey — 99%
• Enhances the delivery of more personalized customer experiences — 98%
• Efficiently generates short-form copy — 96%
• Automates manual tasks, enabling marketing teams to concentrate on strategy — 95%

“The promise of AI in marketing is immense, with a staggering 97% of organizations using the technology for diverse marketing tasks,” the study concludes. “As marketers continue to refine and align AI applications with ethical guidelines, we are witnessing an era where technology not only boosts conversions but fosters more personalized and meaningful engagements with consumers. 

Movable Ink surveyed 500 B2C marketers.