CSTORE NEWS Study: 86% of CMOs plan to invest in AI, machine learning


Effective customer engagement topped the list of benefits that marketers hope to receive from an investment in AI, where engagement "is considered foremost as a driver of revenue (37%) and to a much lesser extent, brand awareness (13%)," the report states. Despite the possibility of using technology to drive personalization, only 22% of those surveyed felt skilled at emotionally engaging customers through their content, something the researchers believe might be a result of data collection that is limited to demographic and location data. "Most major retailers have more data than they know what to do with or have the capacity to process," Ryan Deutsch, senior vice president of Global Customer Success at Persado said in a press release emailed to Retail Dive. Mobile engagement marketing firm Vibes released a study in March that showed that only 22% of consumers have actually engaged with a chatbot, suggesting that the tech isn't as popular or effective as retailers might hope.