Recent research from Optimizely has highlighted the increasing role of artificial intelligence (AI) in the development of marketing strategies in the UK. According to the study, over half (51%) of UK marketers are using AI to plan and refine their approaches for the upcoming Olympics in Paris.
The study, which surveyed 100 marketers and 1,000 consumers in the UK, delves into the utilisation of AI for the planning and creation of content for significant seasonal events. These events include the Summer of Sport, Black Friday, and Christmas. Optimizely's research found that more than half (55%) of UK marketers use AI to both plan and test the most effective strategies for seasonal marketing.
Optimisation appears to be a driving force behind this shift. Almost two-thirds (62%) of marketers surveyed stated that AI is now critical for the continuous optimisation of their experimentation methods. These marketers believe that AI will lower experimentation costs (59%), accelerate the speed of experimentation (70%), and yield more accurate results (62%).
Despite the evident advantages, the study also illuminates consumer attitudes towards the growing implementation of AI, particularly in relation to personal data. While a significant proportion (35%) of consumers are comfortable with marketers utilising their data to train and power AI, an identical percentage (33%) are not fully aware of how AI is being used in marketing campaigns. Moreover, as AI becomes more prevalent, over two-thirds (70%) of consumers are calling for increased regulation of the technology.
However, when AI is employed in a manner that benefits consumers, it tends to be better received. More than half (54%) of consumers expressed their willingness to allow marketers to use AI, provided it is used to create more relevant content for them. This suggests a growing demand for personalised experiences in digital marketing.
Shafqat Islam, the Chief Marketing Officer at Optimizely, commented on the issue, stating, "AI is a powerful tool to help marketers optimise their strategies, especially around major events like the Olympics. These types of seasonal events are extremely competitive, making it easy for brands to get lost in the noise. To gain traction, marketers must constantly test new channels, strategies and tactics to get noticed. AI is supercharging that process by making it possible for marketers to quickly test dozens or even hundreds of different approaches at any one time."
Islam further noted the importance of integrating AI fully into the marketing suite to maximise its effectiveness, from content generation to product recommendations. The need for strict compliance standards was also emphasised to ensure a balance between marketing needs and consumer concerns about AI regulation and data use.
Optimizely is known for providing extensive testing, AI-enhanced optimisation, and customer data capabilities to help marketers deliver personalised experiences that drive revenue and brand loyalty.
