79% of Top Marketing Executives Report Boost in ROI Using AI Tools

23/11/2023

BrightBid, the ad tech platform for Google Search, has unveiled insights from a survey of 200 marketing leaders in the UK, revealing a widespread adoption of AI tools in digital advertising strategies. According to the findings, 79% of marketing leaders reported that incorporating AI tools has positively impacted their return on investment. Notably, 85% of marketing executives expressed confidence in using AI tools, and 64% have plans to further integrate them into their marketing campaigns. However, 71% of respondents expressed concerns about the ethical implications of AI tool usage. Looking ahead, 64% of participants intend to expand their use of AI tools, with a focus on applications such as automation and efficiency, and generative AI, particularly ChatGPT, emerged as the most popular technology.

The launch of BrightBid’s ad tech platform in November 2023 garnered global interest in generative AI tools and their influence on work processes. The accompanying white paper, titled “The Truth About AI Tools: Insights from a UK Marketer’s Point of View,” highlights the ongoing AI revolution in modern marketing. While the majority of marketers have embraced AI tools, a small percentage (less than 10%) have yet to adopt them, citing concerns over data quality, budget constraints, and unfamiliarity with the technology. Gustav Westman, CEO and Co-founder of BrightBid, emphasizes the undeniable impact of AI on revenue but notes persistent barriers to adoption, including training gaps and budget constraints. Kate Cox, CMO at BrightBid, emphasizes that when used correctly, AI enhances marketing campaigns rather than overshadowing them, and urges organizations to embrace AI to drive better outcomes in their marketing efforts.