Widen Unveils 2018 Connectivity Report

Jun 28, 2018

Widen, a global provider of digital asset management (DAM) software, released its second annual Connectivity Report. The report explores how modern marketing organizations balance the power of technology with the familiarity of the human touch, and the role of connectivity in marketing operations, strategy, and business results. Widen’s team conducted and analyzed 32 phone interviews and 506 online surveys to generate the data. Among many findings, Widen discovered a significant gap between interest in artificial intelligence (AI) and understanding of that technology in marketing departments.

The 2018 Connectivity Report found that 86% of respondents are not using AI in marketing and creative work, yet, according to a Gallup survey, almost 85% of consumers already use AI tools in their personal lives. Thus, the hype for AI hasn’t translated into practical usage in marketing departments. Interestingly, participants gave inconsistent responses about the definitions of AI and machine learning and the differences between them.

The Report also covers questions about customer experience, artificial intelligence (AI), personalization, data analytics, and digital transformation. Key findings include:

  • 76% of survey respondents are integrating at least two of their digital work tools
  • The #1 trend among survey respondents is “personalizing the customer experience.”
  • 93% of professionals surveyed feel personalization at scale is attainable, but 58% are unsure of how to achieve it at scale in their marketing and creative work.

The confusion over AI likely influences the B2B martech market. In 2017, brands may have spent over $1 trillion on marketing services to connect with consumers, partners, and team members. If marketers are looking for AI but not finding the right solutions, the first AI platforms to gain mass appeal may drive that $1 trillion significantly higher.