Artificial Intelligence, Real Results in Marketing. HubSpot Report

illustration: bing.com/create

It is worth examining how marketers approach AI, what tools they use, and why now is the time to embrace this trend.

AI – Support for Marketers

2023 was a year full of challenges – financial crises, changes within companies, restructurings. However, marketers not only faced these challenges but showed great flexibility, quickly adapting to the new realities. AI became their ally in work, making many tasks easier and more efficient. In 2022, only 21% of marketers used AI, but by 2023 this figure jumped to 74%.

• 68% of marketers believe that AI has helped them advance their careers.
• 75% admitted that AI shortens the time spent on routine tasks.
• 86% claim that AI allows them to save over an hour a day on creative tasks.
• 57% feel pressure to learn how to use AI, fearing for their job security otherwise.
• 48% are concerned that AI may replace their jobs.

How Are Marketers Using AI?

AI has a wide range of applications. From automating simple tasks to more advanced data analysis. AI tools accelerate content creation, optimize communication with customers, and help analyze the effectiveness of campaigns. Here’s how marketers most commonly use AI:

Tasks	% of Marketers Using AI
Automating manual tasks	75%
Prioritizing tasks	73%
Content creation	43%
Data analysis	70%
Understanding customers	64%

Content Creation Using Artificial Intelligence

AI helps not only in faster writing but also in optimizing existing content. Tools like ChatGPT or HubSpot AI Content Writer assist in creating blog posts, newsletters, or social media entries. Thanks to AI, marketers can quickly generate various forms of content and tailor them to customer expectations.

The most common uses of AI in content creation include:

• 47% of marketers use AI for creating emails and newsletters.
• 46% utilize AI for text posts on social media.
• 38% use AI to create longer forms of content, such as blog articles.

AI also supports creative processes, helping marketers overcome internal blocks and providing new perspectives on problems. About 86% of marketers indicated that AI saves them more than an hour a day on content creation tasks. The main advantages they point out include:

• Originality – AI generates content based on data, so it’s essential to first consider original ideas before using tools for optimization.
• Personal tone – by refining AI outputs, the tone of the content can be tailored to the brand`s character.
• Fact-checking – it’s always advisable to verify the data generated by AI.
• Manual editing – AI is a great tool, but it’s always worth improving and giving a “human” touch to the content.

AI in Data Analysis

With AI, marketers can analyze campaign data faster and better understand customer needs. About 70% of respondents admitted that AI helps them analyze data, allowing for more effective planning of future marketing actions.

• 44% of marketers believe that AI is very effective in data analysis.
• 64% use AI to better understand their customers.

AI not only collects and organizes data – thanks to advanced algorithms, it can detect patterns that may escape human notice, especially when analyzing vast data sets. AI tools can automatically analyze data from various sources, such as marketing campaigns, customer behavior, or website traffic, and provide marketers with ready-made insights on which they can base their strategies.

The report emphasizes that although AI can analyze data excellently, it does not fully replace human analysis. AI provides results and recommendations, but it is the human – with their creativity, intuition, and market knowledge – who gives them context and decides how to use them. Data automation allows marketers to focus on strategic actions instead of spending time on manual analyses and reports.

Concerns About AI and the Future of the Industry

Despite many advantages, certain concerns remain regarding the implementation of AI in marketing. Some marketers feel pressured that if they do not learn how to use AI, they will become less relevant in their companies.

• 57% of marketers feel pressure to learn AI, or they risk losing their value.
• 48% fear that AI will replace their jobs.

Despite these fears, the HubSpot report suggests that AI is more of a support than a threat. Marketers utilizing these technologies notice they can focus more on the creative aspects of their work instead of wasting time on routine tasks.

According to the "AI Trends Report 2024", 74% of marketers believe that AI will become the standard in workplaces by 2030. As AI tools evolve, their application will become increasingly common, especially in areas such as automation, data analysis, and personalization of customer experiences. AI also has significant potential to support CRM (customer relationship management) efforts, enabling better understanding of customer needs and tailoring communication to their expectations.

The entire "AI Trends Report 2024" can be downloaded from the site
https://offers.hubspot.com/ai-marketing