AI study in Peruvian marketing: What is the level of adoption in companies in the country?
Posted: Mon Dec 23, 2024 6:21 am
The study AI in marketing in Peru. Influence and perspectives of senior managers on the integration of artificial intelligence in their strategies, prepared by MU Marketing & Content Lab and Datum Internacional, aims to understand how marketing takes advantage of AI tools and how this technology is being implemented in strategies.
For some years now, companies have been incorporating Artificial Intelligence (AI) to enhance their processes. This is the case of bots for customer service, as well as Machine Learning and predictive artificial intelligence to configure advertising guidelines. In the last year, this technology has taken a firmer step with the appearance of ChatGPT and, currently, there are various generative language solutions, whether texts, images or videos, which allow more possibilities to enhance the work of marketing professionals.
How has AI been adopted by the country's most important companies? What uses are they giving it? What challenges does it imply in the present and future? The quantitative-qualitative study AI in marketing in Peru. Influence and perspectives of senior managers on the integration of artificial intelligence in their strategies , prepared by MU Marketing & Content Lab and Datum Internacional, seeks to answer these questions.
The study consisted of 101 surveys and 15 in-depth interviews with marketing managers and senior executives from leading companies in the industry, trade and service sectors, between July and September 2023.
A mainly individual adoption
One of the main findings of the research is that the use of generative AI is an initiative of marketing team members, but is not yet part of formal company processes. 53% of organizations say they are still in an turkish mobile numbers experimental stage, so they have not yet established formal processes or guidelines for its adoption.
The most important use of AI in marketing is for generating ideas (75%), developing scripts (49%) and also for creating designs (24%). AI is not only used for content, but also as an aid for analysis: 53% use it to summarize texts and 29% for data analysis or searching for information.
Key Benefits of AI
Based on interviews, the MU and DATUM study indicates that employees who use AI in their work are more productive and their delivery times are shorter. An example of this is in the writing of web articles: if before it took a whole day, now up to 5 can be created in a single day.
As a result, 81% of respondents consider time savings to be one of the greatest benefits of AI, while 73% say productivity is the most important. This allows teams to spend more time on other activities that benefit the company, such as delving deeper into business strategy and creating new, more creative solutions that impact customers.
One aspect that the interviewees agreed on is that, despite the advances in AI, the materials it produces still have to be reviewed by competent professionals. Only in this way is it possible to guarantee quality standards and that they are aligned with the style of each company.
While AI can have a positive impact on marketing results, it is also projected to contribute to reduced operating expenses and increased profits for companies. Executives say they do not yet have indicators to evaluate the benefits of AI, but they do estimate that measurement tools will be implemented by the first half of 2024.
For some years now, companies have been incorporating Artificial Intelligence (AI) to enhance their processes. This is the case of bots for customer service, as well as Machine Learning and predictive artificial intelligence to configure advertising guidelines. In the last year, this technology has taken a firmer step with the appearance of ChatGPT and, currently, there are various generative language solutions, whether texts, images or videos, which allow more possibilities to enhance the work of marketing professionals.
How has AI been adopted by the country's most important companies? What uses are they giving it? What challenges does it imply in the present and future? The quantitative-qualitative study AI in marketing in Peru. Influence and perspectives of senior managers on the integration of artificial intelligence in their strategies , prepared by MU Marketing & Content Lab and Datum Internacional, seeks to answer these questions.
The study consisted of 101 surveys and 15 in-depth interviews with marketing managers and senior executives from leading companies in the industry, trade and service sectors, between July and September 2023.
A mainly individual adoption
One of the main findings of the research is that the use of generative AI is an initiative of marketing team members, but is not yet part of formal company processes. 53% of organizations say they are still in an turkish mobile numbers experimental stage, so they have not yet established formal processes or guidelines for its adoption.
The most important use of AI in marketing is for generating ideas (75%), developing scripts (49%) and also for creating designs (24%). AI is not only used for content, but also as an aid for analysis: 53% use it to summarize texts and 29% for data analysis or searching for information.
Key Benefits of AI
Based on interviews, the MU and DATUM study indicates that employees who use AI in their work are more productive and their delivery times are shorter. An example of this is in the writing of web articles: if before it took a whole day, now up to 5 can be created in a single day.
As a result, 81% of respondents consider time savings to be one of the greatest benefits of AI, while 73% say productivity is the most important. This allows teams to spend more time on other activities that benefit the company, such as delving deeper into business strategy and creating new, more creative solutions that impact customers.
One aspect that the interviewees agreed on is that, despite the advances in AI, the materials it produces still have to be reviewed by competent professionals. Only in this way is it possible to guarantee quality standards and that they are aligned with the style of each company.
While AI can have a positive impact on marketing results, it is also projected to contribute to reduced operating expenses and increased profits for companies. Executives say they do not yet have indicators to evaluate the benefits of AI, but they do estimate that measurement tools will be implemented by the first half of 2024.