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63% of Marketers Would Consider Using AI for Customer Messages

NEW YORK and LONDON — A new report shows that enterprise marketers have increasing interest and trust in artificial intelligence (AI) to help them with customer engagement. The report shows a “growing stress” among marketers over creating high-quality content and their looking to data and technology for solutions, according to Phrasee, a company using AI […]

Written By

Chris Ehrlich

Nov 22, 2021

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NEW YORK and LONDON — A new report shows that enterprise marketers have increasing interest and trust in artificial intelligence (AI) to help them with customer engagement.

The report shows a “growing stress” among marketers over creating high-quality content and their looking to data and technology for solutions, according to Phrasee, a company using AI to optimize language for brands across channels.

Phrasee released the report, “Brand Voice Comes of Age,” this month.

AI for brand voice

63% of respondents said they would consider investing in AI to generate and optimize copy, an increase from 36% in 2020
Compared to a year ago, 65% of marketers have more trust that AI can help generate desirable brand language

Other key findings on data-led customer engagement

82% of respondents said their organization would benefit from data that provides insights into how consumers respond to brand language
About 25% of marketers do testing to understand what’s resonating with customers
48% of marketers consider testing too time-consuming
31% said that top management does not support their trial of new technology

See more: Artificial Intelligence (AI) in Marketing

“The challenge marketers face now is optimizing and scaling their brand language for maximum impact across the customer journey, all while staying true to that unique voice,” said Parry Malm, CEO of Phrasee.

“Constant turbulence and a lack of resources have made this already time-consuming task even more difficult, with most senior marketers struggling to keep customers consistently engaged across all digital channels.”

Malm added that the survey results show “an increasing willingness to turn to data-led approaches to solve these issues, but it remains to be seen whether brands will follow through on their intentions.”

See more: How Artificial Intelligence (AI) is Used by 20th Century Studios, Epiq, PureTech Global, FintechOS, and WildTrack: Case Studies

Report methodology

“Brand Voice Comes of Age” is based on a survey of over 300 senior marketers at large organizations in multiple sectors: e-commerce; retail; travel; hospitality; restaurants; communications; telecom; utilities; banking; finance; and insurance.

The research is “powered by” Dynata, a first-party data and insights platform.

See more: Top Performing Artificial Intelligence Companies

Chris Ehrlich

Chris Ehrlich is the managing editor of several web properties in the TechnologyAdvice network. He has over 20 years of experience delivering content-based results across journalism and communications, including on B2B technologies. As a leader in digital journalism, he’s driven targeted content that resonates with audiences and increases key metrics. As a leader in branded communications, he’s driven multi-channel content for clients that spreads their messages and generates measurable returns. He holds a B.A. in English and political science from Denison University in Ohio.

63% of Marketers Would Consider Using AI for Customer Messages

AI for brand voice

Other key findings on data-led customer engagement

Report methodology

Chris Ehrlich

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