Monday, May 27, 2024

Majority of PH marketers ready to embrace AI, says report

Marketers in Asia-Pacific — including the Philippines — are ready to embrace AI, with more than three-quarters (76%) feeling confident about using the technology, according to new research from LinkedIn.

The study of more than 1,500 marketing professionals across the globe, including over 700 in APAC (the Philippines, Australia, Japan, India, Indonesia, Malaysia, and Singapore), revealed that the majority of marketers in the Philippines (82%) believe AI will significantly change how they work in the next year, and 53% hope it will help them be more productive.

The research found that 88% believe AI will support their work and help create space for teams to think innovatively. In a year of rapid technological advancement, generative AI promises to present new ways for marketers to work.

In the Philippines, 6 in 10 marketers are using the technology today, with more than half (55%) experimenting with tools such as ChatGPT.

LinkedIn’s latest ‘B2B Marketing Benchmark’ report also finds that nearly 8 in 10 (75%) B2B marketing leaders globally plan to increase their use of generative AI in the next year. 

As companies look to stay top of mind and leverage creativity to build memorability among audiences, AI will enable marketers to spend more time on higher-value work, such as engaging customers, and less time trying to find potential buyers. 

In the Philippines, marketers plan to use AI for day-to-day tasks, such as summarizing lengthy articles and videos (87%), creating first drafts of written content and presentations (80%), and helping them problem-solve (86%).

 “AI is permeating all aspects of work, including marketing. It is now more crucial than ever to create memorable campaigns that enhance brand value. However, many B2B CMOs say they feel pressured to drive results with limited resources,” Matt Tindale, head of enterprise for LinkedIn Marketing Solutions for Asia Pacific, said.

“This often leads marketers to prioritize short-term business needs over long-term strategic efforts. AI holds the potential to assist B2B CMOs by freeing up their time to concentrate on the strategic aspects of their roles.”

As the landscape of B2B marketing continues to evolve, AI tools will enable marketers to dedicate more time to crafting creative campaigns that drive engagement, establish connections with customers, and yield positive results, the executive added.


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