Some 84% believe that every aspect of the customer journey can and should tell the brand story.
Consumers would distrust rather than trust TV ads more if they made wider use of AI.
About 1 in 7 (14% of) organizations are regularly using generative AI in marketing and sales.
The challenge that requires the most time and attention from SMBs is attracting new customers.
Junior and mid-level marketers are more worried about AI’s impact on work quality and creativity than their more senior counterparts.
Three in 4 believe that competitive advantage will depend on who has the most advanced generative AI.
7 in 10 acknowledge that their organizations at least sometimes approve investments in new technology solutions without a defined ROI plan.
More CMOs are saying that a primary role of the marketing function is to lead disruptive innovation.
Consumers are more likely than CMOs to agree that brands should limit their adoption of AI to protect “human” jobs.
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
Generative AI is most widely believed to transform market data and performance data analyses.
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.
Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.
Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.
Fewer than 1 in 5 adults ages 55 and older agree that most new products are being created with their needs in mind.
Almost half of US adults believe that AI tools are being developed too quickly.
Right now, PR pros are primarily using AI for writing, but in the future see its use in research and list building.