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Artificial intelligence will have a big impact on marketing. By 2028, one out of five marketing roles or functions will be held by an AI worker, shifting human expertise to driving strategy, creativity, ethics, and managing a blended human and AI workforce, market research firm International Data Corporation (IDC) says in a forecast.
“By 2026, 45% of individuals will search for information and engage in dialogue with brands via GenAI, forcing marketers to build and optimise for humanised digital AI as the primary customer interface”, according to the forecast.
Other urgent business and technology trends that marketing leaders must pay attention to in order to stay resilient against evolving market conditions and differentiate themselves by demonstrating their competitive advantage, according to IDC:
- By 2027, 45% of traditional B2B lead and demand generation efforts will transition to automated sensing, personalized engagements, and content creation, fast-pathing customers to transactional commerce..
- By 2029, traditional agencies will reduce staff by 40%, migrating execution to limited, AI-enabled contractors and focusing their remaining resources on advanced data governance, AI services, and strategies.
An IDC report predicts that In 2027, companies will spend more than US$30 billion on AI-related infrastructure, platforms, software, and services to support their ability to compete on highly personalized customer experiences.
“Marketing leaders must remember that technology itself is not a differentiator but an enabler of differentiations. To stand out, they should focus on creating value-based narratives that build authentic connections with customers”, says Abhishek Kumar,IDC Associate Research Director.
“They need to work closely with IT, data and digital teams to name a few, to establish the necessary AI-infused marketing infrastructure and tools to access accurate customer data profiles in real time and deploy faster, more targeted and effective campaigns”.
Emily Weiss, Senior Principal at market research firm Gartner, says that chief marketing officers will need to hire talent with a strong understanding of how GenAI, and broader AI influences, impacts the performance of their content in search algorithms”.
“It will be important to upskill the function by investing in search and content talent with AI skillsets. These associates will need to have familiarity with creating or optimising content to train and rank within evolving search algorithms.”
Gartner forecasts that smartphone users will turn to AI assistants and by 2027, mobile app usage will decrease by 25%. AI assistants such as Apple Intelligence, ChatGPT, Google Gemini, Meta AI, and others will replace apps for many functions. The average chief marketing officer allocates almost a quarter of the digital marketing budget to search, according to the forecast.
Search currently drives more traffic to the average commercial enterprise website than any other referral source. A loss of search driven traffic due to algorithmic shifts by major search engines would result in tangible, negative commercial impact to any organisation, the Gartner forecast says.
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