50 Innovative Ways AI is Revolutionizing Marketing
As genAI adoption continues to grow, organizations are faced with the challenge of identifying the use cases that offer tangible value beyond the hype. To shed light on this, MartechTribe conducted a survey of 283 marketing professionals, including CEOs, consultants, marketing directors, and operations managers, to explore the frequency of genAI applications in their work.
The selected use cases were drawn from the Martech Supergraphic, which monitors trends in marketing technology. In 2024, out of 2,324 genAI tools, 77% of the growth in the marketing technology landscape was attributed to AI, underscoring its significant impact on the industry. However, the adoption of genAI varies across different use cases, with some deeply ingrained in daily workflows while others remain aspirational.
Insights based on the 6 main martech functions
The survey findings revealed distinct patterns across the six key martech categories from the Martech Map:
- Ads.
- Content.
- Social.
- Sales.
- Data.
- Management.
Among these, content and data-related use cases dominated the top 20, while ad-related use cases struggled to gain traction.
1. Content takes center stage
Content-related genAI applications lead the pack, with seven of the top 20 use cases focusing on content ideation, production, and optimization. Marketers rely on genAI to streamline workflows, enhance personalization, and meet the growing demand for high-quality content.
The top content use cases include:
- Copy ideation (50.7%): GenAI is extensively used to brainstorm and generate fresh ideas.
- Copy production (43.9%): Automation plays a major role in drafting content across multiple formats.
- Content optimization and testing (28.6%): Marketers use AI to refine content performance.
Dig deeper: 3 marketing use cases for generative AI that aren’t copywriting
Frequently Asked Questions
1. How can genAI benefit marketing professionals?
GenAI can benefit marketing professionals by streamlining workflows, enhancing personalization, and optimizing content performance, among other capabilities.
2. What are the top content-related genAI applications?
The top content-related genAI applications include copy ideation, copy production, and content optimization and testing.
3. Why is there a gap in genAI adoption in adtech?
The gap in genAI adoption in adtech may be attributed to factors such as outsourcing, embedded AI in platforms like Google Ads, and marketers’ reluctance to delegate creative decision-making to AI.
4. How are social and management use cases trending in genAI adoption?
Social and management use cases show divergent trends in adoption, with some applications experiencing high adoption while others remain underutilized.
5. In what areas do marketers show high interest in exploring genAI?
Marketers show high interest in exploring genAI for content production, compliance and risk management, social media management, talent recruitment, and more.
