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RESEARCH, ANALYSIS & TRENDS

Better use of data in 2019 As for artificial intelligence (AI) and machine learning
(ML), organizations worldwide seem evenly split
Adobe’s 2019 Digital Trends report also revealed that between those that have already recognized ways
most businesses globally are yet to implement effective, these technologies can help their businesses and those
future-proof marketing and CX technologies. The that have yet to identify the benefits. Data revealed that
majority (64%) of organizations are either basing their 50% of respondents are ‘already using’ or are ‘planning
marketing activities on a ‘fragmented approach with to invest’ in AI and ML. Executives in APAC seem
inconsistent integration between technologies’ (46%) or positive about automation, with only 24% describing
have ‘little or no cloud technology’ (18%). While this is themselves as ‘cautious’, compared with 34% in the
an improvement on the 67% revealed in last year’s US. Further to that, APAC businesses (24%) state they
Adobe report, it still means that only a minority of have experienced a positive rather than negative
businesses are reaping the benefits of an effective impact from the increased focus on consumer data
toolset. protection.

Results show that less than 1 in 10 businesses globally What’s surprising is that although organizations
(9%) have a ‘highly integrated, cloud-based technology understand the importance of data-driven marketing
stack’, despite last year’s report revealing that top- and technologies, like artificial intelligence and machine
performing organizations were three times more likely learning, there is a lag in implementation. Instead,
than their counterparts to operate with one. While many companies resort to using a patchwork of
adoption rates of integrated technology stacks remain technologies, resulting in business fragmentation, the
low, there is an urgency to implement these tools. More report states. Feel free to download the full Digital
than half (55%) of all respondents expect ‘better use of Intelligence Briefing: 2019 Digital Trends report for
data for more effective audience segmentation and more detailed information. ◊
targeting’ to be among the top three marketing-related
areas jumping furthest up their organization’s priority list By MediaBUZZ
in 2019.

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