AI is the new frontier for UK B2B marketing investment, new TAMI report finds

• 44% of B2B marketing professionals are likely to invest in AI over the next 12 months, with over one-third believing AI will have the single biggest long-term impact on the profession
• Almost half of respondents are expecting budgets to rise despite gloomy economic outlook
• A quarter of B2B marketing pros are struggling with digital issues including social media marketing, SEO competitiveness and proving ROI
• Despite rise of marketing on social media, email marketing still ranked a primary tool for lead generation by 66% of respondents

Forty-four per cent of UK B2B marketing professionals are likely to invest in AI over the next year, with 58% of respondents expressing excitement about the potential of AI-powered programmes, assistants and analytics, a new survey of over 500 marketing professionals has found.

Research commissioned by TAMI finds that UK B2B marketing professionals are already open to using ChatGPT to create content, with 34% of respondents rating its quality of marketing content as either good or very good. Just 13% of respondents did not see its value at present.

AI was also identified as having the biggest impact on the profession over the next five years, with 38% of respondents identifying it will have a major impact on their role.

Commenting, Liz Fulham, CEO, TAMI, said: “ChatGPT has sparked a storm of innovation among the world’s largest companies, with our new insights finding that B2B marketers are already impressed with the immediate potential of AI to support their day-to-day jobs.

“Respondents are clearly excited about the potential of technology to make their jobs easier and to improve the campaign ROI and analytics, while nervy that the potential long-term direction of digital trends could leave them behind. However it is worth noting that AI will not revolutionise the entire industry, with the evolution of email marketing continuing to form a hugely important part of the marketing toolkit.”

Click here to access TAMI’s original insights.