Marketers pivot to Gen AI amid Google’s third-party cookie deprecation uncertainty
In a significant shift within the marketing landscape, a recent study by PrimeAudience, conducted in partnership with independent research firm Censuswide, has highlighted the escalating importance of Generative AI for marketers in the United States. The survey, which polled 251 marketers, comes at a critical juncture as the industry grapples with Google’s unexpected adjustments to its third-party cookie deprecation plans.
Google’s announcement and its impact
Google’s decision to diverge from its initial plan to phase out third-party cookies entirely has sent ripples through the digital advertising ecosystem. This move has prompted marketers to re-evaluate their strategies, with a growing emphasis on first-party data solutions and advanced AI technologies. These technologies are crucial for enhancing audience engagement and targeted marketing efforts in a post-third-party cookie era.
Generative AI: The new frontier
The survey reveals a stark increase in the perceived importance of Generative AI among US marketers. According to 59% of respondents, Generative AI has become even more crucial after Google’s announcement. This sentiment is reflected in their planned expenditures, with 90% intending to increase their spending on this technology. Over half of these marketers plan to augment their budgets by as much as 16%.
Marketers are particularly drawn to Generative AI for its capabilities in data analysis, audience targeting, and personalisation. According to the survey:
– 49% of respondents highlighted improved data analysis as a key benefit
– 45% pointed to enhanced audience targeting
– 43% noted better personalisation
These benefits are already translating into positive outcomes, with 87% of respondents affirming that Generative AI has delivered positive results in their marketing campaigns. Furthermore, 83% expressed confidence in their current AI tools’ ability to identify and engage new audiences effectively.
Mateusz Rumiński, VP of Product at PrimeAudience, commented on the findings, emphasising the industry’s ongoing adjustment to unforeseen changes in digital advertising. He underscored the resilience and adaptability that Generative AI offers in an unpredictable advertising ecosystem, suggesting that the technology’s full potential is yet to be realised.
The report highlights a strategic trend within the publishing and marketing sectors towards embracing AI-driven methodologies. As traditional approaches encounter constraints, particularly in data tracking and analysis, leveraging powerful AI tools could be pivotal for publishers and marketers seeking to enhance audience experience across both digital and print platforms.
The findings suggest a growing consensus on the need for innovative solutions in audience development. Companies are facing the challenge of connecting with consumers in a privacy-conscious yet data-driven environment. Moving forward, audience-focused strategies incorporating AI could play a central role in redefining how businesses target and engage their audiences.
Curated, edited, and published by our team, with stories provided by the AI news platform, Noah Wire Services.
- ventionteams.com/solutions/ai/adoption-statistics – Corroborates the increasing importance and adoption of Generative AI in marketing and sales, highlighting its benefits in data analysis, audience targeting, and personalisation.
- mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai – Supports the surge in AI adoption, particularly in marketing and sales, and the expectation of significant business value from Generative AI.
- salesforce.com/news/stories/generative-ai-statistics/?bc=DB – Provides statistics on the use of Generative AI in marketing, including its application in data analysis, audience targeting, and personalisation, and the positive outcomes reported by marketers.
- masterofcode.com/blog/generative-ai-statistics – Highlights the growing adoption of Generative AI in marketing, the benefits in terms of data analysis and audience targeting, and the expected increase in investments in this technology.
