Introduction

Last quarter, we revealed in our Content Matters: Martech Trends Report the extent to which generative AI is already being used in marketing organizations. Across companies of all sizes, types, and industries, we found AI tools are being enthusiastically embraced and usage is growing, particularly for content creation.

Just how enthusiastically?

Of our respondents, only 3% said they dont use AI, or don’t know how their team uses AI.

Two words might best describe the prevailing atmosphere: momentum and opportunity.

In this report, we now take a closer look at AI adoption and reveal exactly how, and where, AI usage is happening. We also examine opportunities for growth beyond creating content, such as personalization and taxonomy use cases.

Right out the gate, our data confirms anecdotal observations: media and publishing companies are using AI most heavily at the moment – and the tool of choice for most industries is ChatGPT. But our data also reveals trends that countervail conventional wisdom: AI usage is rising in unexpected places, with an array of tools beyond just ChatGPT in play.

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Introduction continued

When it comes to how AI tools will be used going forward, we found intriguing anomalies to the fast-growth narrative and any potential backlash to an AI takeover. In a notable exception – financial services – a sizable number of respondents said they thought their companies would use AI slightly less next year.

We also asked if companies are willing to spend heavily on AI tools. What we found suggests the answer is not yet, but intriguing hints lead us to believe six-figure investments may be on the near horizon.

One thing is certain: The insights we uncovered rebut any suggestion that AI is a fad. To the contrary, they underscores how quickly teams have embraced this transformational technology.

As such, we hope our findings are a springboard and inspiration for your organization’s adoption of generative AI.

Of our respondents, only

3%

said they don't use AI, or don't know how their team uses AI.

How often does your company use AI to create content?

We use AI daily to create content
We use AI a few times per week to create content
We use AI a few times per month to create content
We don't use AI to create content

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