BrightBid, the ad tech platform for Google Search, has revealed that the majority of marketing leaders are already leveraging AI tools in their digital advertising strategies, with 79% saying that using AI tools had boosted their return on investment. 

• 85% of marketing executives are confident in AI tools
• 64% plan to use them more in their marketing campaigns
• 71% of marketing executives express concern over the ethics of using AI tools

Building on this success, 64% plan to integrate more tools into their workflow in the future. Key application areas include automation, increasing efficiency, and enhancing results. Respondents used a wide range of tools but generative AI, in most cases ChatGPT, was the most popular technology.

Its launch in November 2023 sparked global interest in generative AI tools and their impact on work processes. Businesses have been quick to acknowledge this and provide training on these new technologies. 

The latest white paper “The truth about AI tools: insights from a UK marketer’s point of view”, highlights the current AI revolution and its impact on modern marketing. Based on an exclusive survey of 200 marketing leaders in the UK, it looks at how businesses leverage AI tools to improve marketing outcomes to help more marketers access the benefits of the technology. 

While the majority of marketers are already making the most of these tools, less than ten percent still don’t use them at all, or not for work purposes. Reasons for delaying uptake included concerns over data quality, budget constraints, and lack of familiarity with the technology. The majority of respondents also expressed concerns over ethics in the use of AI, highlighting the need for open discussion over regulation. 

Gustav Westman, CEO and co-founder of BrightBid, says: “There’s no doubt that AI drives revenue. An overwhelming majority of marketing executives said AI contributes to improved ROl and acknowledged that this success can be directly attributed to using AI tools. However, there are still significant barriers to AI adoption, with some marketers citing lack of training and budget constraints. The landscape is evolving rapidly, so we hope this peer-to-peer insight helps all organisations find ways to start benefiting from this technology.”

Kate Cox, chief marketing officer at BrightBid, comments: “When used correctly, we’ve seen that AI simply amplifies and enhances the campaign instead of overtaking it. Forty percent of marketing executives we surveyed admit that these tools enhance their results, and while it can sometimes feel like a ‘black-box’ we’re getting to a point where it’s no longer an option to avoid using AI. This is the time to truly understand this technology by leveraging unique insights that help drive even better outcomes for marketing efforts.”

BrightBid’s ‘The Trust About AI Tools: Insights from a Marketer’s Point of View’ white paper can be found here.