We stand at the precipice of a new era, where the intersection of marketing and Artificial Intelligence (AI) is quickly becoming a catalyst for growth and innovation. Recognizing this seismic shift, MMA Global embarked on a pioneering study to chart the landscape of AI application in marketing and CX.

In this inaugural MMA Global report, our findings affirm that we are, indeed, at an inflection point in the AI-driven marketing landscape. Notably, our data reveals that extended experimentation and focused scaling is taking place, especially in the realms of marketing optimization and personalization, with 3 out of 4 companies zeroing in on these areas.

However, the transition to AI is not without its hurdles. Only one out of five organizations has built a solid business case for AI application, a critical step for organizations to secure leadership support and unlock further investments in the space. Furthermore, the study clearly points to organizational and pre-existing data challenges that could potentially obstruct AI adoption. We've discovered that organizational silos and fragmented ownership pose substantial hurdles to creating a unified vision and clear roadmap for AI deployment. Pre-existing issues with data quality and system integration are also key challenges that can hinder successful AI deployment.

Perhaps most strikingly, our research indicates a concerning lack of awareness and preparedness regarding AI-related risks. Nearly half of the marketers surveyed do not fully understand the AI risk agenda, and a scant 1 out of 8 have a strategy in place to address these risks in the future.