人工智能在英国市场营销中的应用前景分析报告-培训课件外文版2024.5

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TRENDSArtificialintelligence(AI)useinmarketingintheUnitedKingdomCHAPTER

01OverviewLeadingmarketingtrendsaccordingtomarketersinGermany,Italy,andtheUnitedKingdom(UK)asofFebruary2023TopmarketingtrendsinWesternEurope202380%73%70%60%50%44%40%40%30%20%10%0%37%ArtificialIntelligenceVideosInfluencermarketingGamification3Description:Inasurveyreleasedin2023,marketingprofessionalsworkingforcompaniesintheUnitedKingdom,Italy,andGermanyindicatedthemostrelevanttrendsoftheirindustryfortheyear.Nearlythreeoutoffourrespondentsmentionedartificialintelligence(AI),while44percentofthembelievedonlinemarketingwouldmakemoreuseofonlinevideos.ReadmoreNote(s):Germany,Italy,UnitedKingdom;February2023;359respondents;amongseniormarketersfromretail,e-commerce,finance,consumergoods,mediaandpublishingindustriesSource(s):MappDigitalAI-relatedrevenuesgeneratedbycompaniesintheUnitedKingdom(UK)in2022,bycompanytype(inbillionGBP)AI-relatedrevenuesintheUK2022,bycompanytype65.45.2543210DedicatedcompaniesDiversifiedcompanies4Description:In2022,UKcompaniesgenerated10.6billionBritishpoundswithartificialintelligence-relatedactivities.AI-dedicatedcompaniesaccountedfor5.2billionanddiversifiedcompanies(inwhichAIispartofaproductorserviceportfolio)accountedfor5.4billionpounds.ReadmoreNote(s):UnitedKingdom;2022or"themostrecentfinancialyear"asofMarch2023;3,170companiesSource(s):glass.ai;PerspectiveEconomicsDistributionofartificialintelligence(AI)companiesintheUnitedKingdom(UK)asofMarch2023,bycapabilityAIcompaniesintheUK2023,bycapability40%35%35%30%25%20%15%10%5%28%12%8%7%6%2%2%0%Framework,software&platformsMachinelearning

NaturallanguageprocessingHardwareComputervision&imageprocessingAutonomoussystemsSpeech&audioprocessingDataminingIndustry:subindustry5Description:Inearly2023,among1,607dedicatedartificalintelligence(AI)productandinfrastructureprovidersintheUnitedKingdom(UK),35percentwereactiveintheframework,software,andplatformssectors.Ontheotherhand,twopercentusedthedataminingcapabilitiesofAI.ReadmoreNote(s):UnitedKingdom;1,607dedicatedproduct&infroastructureprovidersSource(s):glass.ai;PerspectiveEconomicsDistributionofmachinelearningcompaniesintheUnitedKingdom(UK)asofMarch2023,byindustry&subindustryMachinelearningcompaniesintheUK2023,bysubindustryIndustry:

subindustryShare37%13%4%Machinetechnologylearning:computersoftwareMachinetechnologylearning:informationtechnology&servicesMachinetechnologylearning:computernetworking,security&internetMachinetechnologylearning:telecommunications&wirelessMachinetechnologylearning:computergamesHealthcare&scientific:biotechnology0%1%10%7%Healthcare&scientific:R&D&scientificHealthcare&scientific:medicaldevices2%Healthcare&scientific:hospitals&medicalpractises1%6Description:Inearly2023,therewere514companiesintheUnitedKingdom(UK)thatusedtheterm"machinelearning"todescribethemselves.Thelargestsharewastakenbythecomputersoftwaresubsectorwith37percent.Advertisingandmarketingcompaniesaccountedforonepercentofthetotal.ReadmoreNote(s):UnitedKingdom;514companiesSource(s):glass.ai;PerspectiveEconomicsLeadingmarketing-relatedartificial-intelligence(AI)companiesintheUnitedKingdom(UK)in2021,byfunding(inmillionGBP)Leadingmarketing-relatedAIcompaniesintheUKin2021,byfunding80687060504030201006759PartnerizeQuantexaCloudFactory7Description:Partnerize-apartnershipautomationplatform-wasthemarketing-relatedartificialintelligence(AI)companywiththehighestfundingintheUnitedKingdomin2021.Partnerize'sinvestments,donations,grants,andsubsidiesamountedto68millionBritishpounds.ItwascloselyfollowedbyQuantexa-adataandanalyticssoftwarecompany-with67millionpounds.ReadmoreNote(s):UnitedKingdom;2021;fundingincludesinvestments,donations,grants,andsubsidiesSource(s):InnovationEyeCHAPTER

02AIuseinmarketingShareofartificialintelligence(AI)inmarketingbudgetsaccordingtobrandmarketersintheUnitedKingdom(UK)asofMarch2023AIshareofmarketingbudgetsintheUK202330%27%25%22%19%20%15%10%5%13%11%3%3%2%0%0-10%11-20%21-30%31-40%41-50%51-60%61-70%71-80%9Description:Duringanearly2023surveycarriedoutamongbrandmarketersintheUnitedKingdom(UK),morethanaquarter(27percent)ofrespondentssaidtheywereplanningtoinvest11to20percentoftheirmarketingbudgetsinartificialintelligence(AI)inthefollowing12months;threepercentsaidtheywouldinvestmorethan70percent.ReadmoreNote(s):UnitedKingdom;March17to30,2023;411respondents;amongbrandmarketersSource(s):SitecoreShareofbrandmarketerswhoexperimentedwithChatGPTorGenerativeAIintheUnitedKingdom(UK)asofMarch2023UseofAIinmarketingintheUK2023Shareofrespondents0%10%20%30%40%50%60%70%Yes,Iliketokeepupwithnewinnovations/Iamlookingforwaystoincorporateitintomylong-termstrategy63%Yes,butIamunlikelytouseitagain/integrateitintomylong-termstrategyNo,butIwouldliketo6%27%No,Iamnotinterstedintryingitout3%No,becausetechnologyismovingsoquickly,ourmarketingtechnologystackisnotequippedtokeepup1%10Description:Duringanearly2023surveycarriedoutamongbrandmarketersintheUnitedKingdom(UK),63percentofrespondentssaidtheyhadexperimentedwithChatGPTorGenerativeAIasapartoftheirmarketingandcustomerexperienceeffortsandtheyeitherwerelookingforwaystoincorporatethemintotheirlong-termstrategyorlikedtokeepupwithnewinnovations.ReadmoreNote(s):UnitedKingdom;March17to30,2023;411respondents;amongbrandmarketersSource(s):SitecoreLeadingapplicationsofartificialintelligence(AI)indigitaladvertisingaccordingtobrandmarketersintheUnitedKingdom(UK)asofFebruary2023TopapplicationsofAIindigitaladvertisingintheUK202360%50%40%30%49%48%45%20%10%0%TargetingMeasurementDataapplication11Description:Duringanearly2023surveyconductedamongseniorbrandmarketersfromtheUnitedKingdom,73percentstatedtheyusedartificialintelligence(AI)totargetdigitalads.AIwasusedformeasurementby48percentofrespondentsandfordataapplicationby45percentofrespondents.ReadmoreNote(s):UnitedKingdom;February9to13,2023;amongseniorbrandmarketersSource(s):Censuswide;PerformanceMarketingWorld;ScibidsRoleofartificialintelligence(AI)indigitalmarketingaccordingtobrandmarketersintheUnitedKingdom(UK)asofFebruary2023RoleofAIindigitalmarketingintheUK2023100%94%87%90%80%70%60%50%40%30%20%10%0%61%...arealreadyusingAIwithintheirdigitaladvertising...believethatAIisanimportantpartoftheirmarketingstrategy...arealreadyusingAItohelpdelivereffectiveadvertisingthatisprivacyfriendly,respectfulofconsumers,andlessharmfultotheenvironment12Description:Duringanearly2023surveyconductedamongseniorbrandmarketersfromtheUnitedKingdom,94percentstatedtheywerealreadyusingartificialintelligence(AI)withintheirdigitaladvertising.Additionally,87percentbelievedthatAIwasanimportantpartoftheirmarketingstrategy.ReadmoreNote(s):UnitedKingdom;February9to13,2023;amongseniorbrandmarketersSource(s):Censuswide;Scibids;TalkCMOObjectivesofartificialintelligence(AI)deploymentinmarketingaccordingtobrandmarketersintheUnitedKingdom(UK)asofMarch2023ObjectivesofAIdeploymentinmarketingintheUK2023Shareofrespondents0%5%10%15%20%25%ImproveinternalefficienciesBetterservecustomers&improveloyaltyDrivemorerevenue21%18%14%Improvecreativecontentdeployment13%13%AlignwithnewcustomerexpectationsSettingupinternalsystemstobereadyforfuturelargerinvestmentsIncreasebrandvisibility11%11%Other

0%13Description:Duringanearly2023surveycarriedoutamongbrandmarketersintheUnitedKingdom(UK),21percentofrespondentssaidthattheprimaryobjectiveoftheirmostrecentartificialintelligence(AI)deploymentwastoimproveinternalefficiencies.Betterservingcustomersandimprovingloyaltyrankedsecond,namedby18percentofrespondingmarketers.ReadmoreNote(s):UnitedKingdom;March17to30,2023;243respondents;amongbrandmarketerswhodeployedAISource(s):SitecoreCHAPTER

03MarketerinsightsBenefitsofusingartificialintelligence(AI)inmarketingaccordingtobrandmarketersintheUnitedKingdom(UK)asofMarch2023BenefitsofAIuseinmarketingintheUK2023Shareofrespondents0%10%20%30%40%50%60%70%TheabilitytodofastermarketresearchonprospectsandcustomersTheabilitytocreateandscalecontentfasterTheabilitytouseitasaspringboardforfuturecreativecampaignsandideasTheabilitytogetcloseanddelightcustomersTheabilitytotransformback-endprocessesTheabilitytocreatecustomimagesfasterIamnotexcitedaboutAI64%63%54%43%40%30%2%1%1%IthinkAIisjustthelatestfadNoneoftheabove15Description:Duringanearly2023surveycarriedoutamongbrandmarketersintheUnitedKingdom(UK),64percentofrespondentssaidthatthereasontheywereexcitedabouttheuseofartificialintelligence(AI)inmarketingwastheabilitytodofastermarketresearchonprospectsandcustomers.Ontheotherhand,twopercentstatedtheywerenotexcitedaboutAIatall.ReadmoreNote(s):UnitedKingdom;March17to30,2023;411respondents;amongbrandmarketersSource(s):SitecoreRisksofinadequatemarketingautomationandartificialintelligence(AI)adoptionaccordingtomarketersinsmallbusinessesinAustralia,NorthAmerica,andtheUnitedKingdom(UK)asofMarch2023Risksofinadequatemarketingautomation&AIadoptioninsmallbusinesses202360%49%50%40%30%20%10%0%43%42%40%LimitedscalabilityLowcustomeracquisitionDecreasedcompetetiveadvantageDecreasedefficiency16Description:Duringa2023surveycarriedoutamongmarketersemployedatsmallcompaniesinAustralia,NorthAmerica,andtheUnitedKingdom(UK),itwasfoundthattherespondentsconsideredlimitedscalabilitytheleadingriskofinadequateautomationandartificialintelligence(AI)adoption.Lowcustomeracquisitionrankedsecond,namedby43percentofrespondents.ReadmoreNote(s):NorthAmerica,Australia,UnitedKingdom;313respondents;amongcompanieswith10to999employeesandbetween5millionand999.99millionU.S.dollarsrevenueSource(s):ForresterResearch;MailChimpSelecteddataonprogrammaticadvertisingintheUnitedKingdomasofFebruary2023SelecteddataonprogrammaticadvertisingintheUK2023ItemValue74%30%24%Shareofrespondentswhoexpecttheirprogrammaticinvestmenttogrowin2023ExpectedaveragegrowthofprogrammaticinvestmentShareofrespondentswhoareusingAIforprogrammaticbuying17Description:Duringanearly2023surveyconductedamongseniorbrandmarketersfromtheUnitedKingdom,74percentofrespondentssaidtheyexpectedthattheirprogrammaticinvestmenttogrowin2023.Additionally,24percentstatedtheywereusingartificialintelligence(AI)forprogrammaticbuying.ReadmoreNote(s):UnitedKingdom;February9to13,2023;amongseniorbrandmarketersSource(s):Censuswide;Scibids;Varioussources(TalkCMO)Areasofmarketingtechnology(MarTech)prioritisedforinvestmentsaccordingtobrandmarketersintheUnitedKingdom(UK)asofMarch2023MarTechareasprioritisedforinvestmentstheUK202380%72%68%70%60%50%40%30%20%10%0%53%44%34%24%1%Artificialintelligence(AI)DigitalexperiencesoftwareCRMsolutionChatbotsoftwareCMSsolutionMetaverseOther18Description:Duringanearly2023surveycarriedoutamongbrandmarketersintheUnitedKingdom(UK),artificialintelligence(AI)wasfoundtobetheleadingmarketingtechnology(MarTech)investmentarea,namedby72percentofrespondents.DigitalexperiencesoftwareandaCRMsolutionfollowed,with68percentand53percent,respectively.ReadmoreNote(s):UnitedKingdom;March17to30,2023;411respondents;amongbrandmarketersSource(s):SitecoreReasonsformovingmarketingtechnology(MarTech)stacktocomposablesoftwaresolutionsaccordingtobrandmarketersintheUnitedKingdom(UK)asofMarch2023ReasonsformovingMarTechstacktocomposablesoftwareintheUK2023Shareofrespondents0%10%20%30%40%50%60%GreatercostefficienciesPrioritizecustomersandcreateslickomnichannelexperiencesFastertimetovalue53%45%42%42%FreedomtointegratetechnologiesthatoptimizethecustomerexperienceFlexibilitytointegratewithexistingmarketingstackHelpsmemakethemostofthebesttechIhaveScaleupanddownasrequired36%32%30%Reducevendorlock-in15%19Description:Duringanearly2023surveycarriedoutamongbrandmarketersintheUnitedKingdom(UK),53percentofrespondentssaidthattheywouldmovepartsoftheirmarketingtechnology(MarTech)stacktocomposablesoftwaresolutionsduetocostefficiencies.ReadmoreNote(s):UnitedKingdom;March17to30,2023;243respondents;amongbrandmarketerswhodeployedAISource(s):SitecoreCHAPTER

04ConsumerinsightsAcceptanceandwillingnesstotrustartificialintelligence(AI)systemsinselectedcountriesworldwidein2022WillingnesstotrustandacceptAIsystemsinselectedcountries2022ShareofrespondentsWillingtoaccept30%Willingtotrust40%0%10%20%50%60%70%80%67%66%IndiaChinaSouthAfricaBrazilSingaporeUnitedStatesGermany75%67%48%57%56%54%33%45%24%40%35%35%35%IsraelAustraliaUnitedKingdomCanada34%23%34%34%20%18%32%32%SouthKorea31%21Description:Westernnationswerethemostreluctanttotrustandacceptartificialintelligence(AI)drivensystemsacrossprivateandpersonalspace.Thismightberelatedtoaninnatereluctancetorelinquishpersonalinformationandacceptcomputer-drivenalgorithmsasreplacementworkers.AmongthosemostwillingtotrustandacceptAI,theBRICScountries(Brazil,Russia,India,China,andSouthAfrica)weremostlikelytoputtheirfaithinalgorithms.ItmustbenotedthatRussiawasnotpartof[...]ReadmoreNote(s):Worldwide,Australia,Brazil,Canada,China,Estonia,Finland,France,Germany,India,Israel,Japan,SouthKorea,Netherlands,Singapore,SouthAfrica,UnitedKingdom,UnitedStates;SeptembertoOctober2022Source(s):KPMG;UQShareofadultswhoagreedthatbrandsshouldalwaysdisclosetheiruseofAIgeneratedcontentintheUnitedKingdomasofMay2023AttitudestowardsAI-generatedcontentinmarketingintheUK202345%40%40%35%30%25%20%15%10%5%32.5%0%AgreeStronglyagree22/statistics/1396701/ai-generated-content-disclose-ukDuringa2023survey,72.5percentofrespondingadultsfromtheUnitedKingdomstatedthattheybelievedthatbrandsshouldalwaysdisclosetheiruseofAIgeneratedcontent.Outofthe72.5percent,40percentstronglyagreedwiththestatement.ReadmoreNote(s):UnitedKingdom;May2023;2,000respondents;18yearsandolderSource(s):InstituteofPractitionersinAdvertising;Opinium;estimatesShareofadultswhoagreedthatbrandsshouldalwaysdisclosetheiruseofAIgeneratedcontentintheUnitedKingdomasofMay2023,byagegroupAttitudestowardsAI-generatedcontentinmarketingintheUK2023,byageAgreeStronglyagree90%80%70%60%50%40%30%20%10%0%35%40%47%34%35%47%34.5%18-2434.5%25-3435.5%35-4432.5%45-5430%65+27%55-6423Description:Duringa2023survey,68.5percentofrespondentsaged18to24fromtheUnitedKingdomstatedthattheybelievedthatbrandsshouldalwaysdisclosetheiruseofAIgeneratedcontent.Thesharewashighestintheagegroup65orolder,whereitstoodat77percent.ReadmoreNote(s):UnitedKingdom;May2023;2,000respondents;18yearsandolderSource(s):InstituteofPractitionersinAdvertising;Opinium;estimatesShareofadultswhoagreedthatbrandsshouldalwaysdisclosetheiruseofAIgeneratedcontentintheUnitedKingdomasofMay2023,bygenderAttitudestowardsAI-generatedcontentinmarketingintheUK2023,bygenderMaleFemale50%45%40%35%30%25%20%15%10%5%43%38.5%33%31%0%AgreeStronglyagree24Description:Duringa2023survey,71.5percentofrespondingmenand74percentofrespondingwomenfromtheUnitedKingdomstatedthattheybelievedthatbrandsshouldalwaysdisclosetheiruseofAIgeneratedcontent.Outofthatnumber,respectively38.5percentand44percentstronglyagreedwiththestatement.ReadmoreNote(s):UnitedKingdom;May2023;2,000respondents;18yearsandolderSource(s):InstituteofPractitionersinAdvertising;Opinium;estimatesShareofadultswhoagreedthatfullyautomatedAI-drivenmarketingcampaignsshouldbecarefullyregulatedintheUnitedKingdomasofMay2023AttitudestowardsAI-drivenmarketingcampaignsintheUK202345%41%40%35%32%30%25%20%15%10%5%0%AgreeStronglyagree25Description:Duringa2023survey,73percentofrespondingadultsfromtheUnitedKingdomstatedthattheybelievedthatfullyautomatedAI-drivenmarketingcampaignsshouldbecarefullyregulated.Outofthe73percent,41percentstronglyagreedwiththestatement.ReadmoreNote(s):UnitedKingdom;May2023;2,000respondents;18yearsandolderSource(s):InstituteofPractitionersinAdvertising;Opinium;estimatesShareofadultswhoagreedthatfullyautomatedAI-drivenmarketingcampaignsshouldbecarefullyregulatedintheUnitedKingdomasofMay2023,bygenderAttitudestowardsAI-drivenmarketingcampaignsintheUK2023,bygenderAgreeStronglyagree80%70%60%50%40%30%20%10%0%38.5%44%32.5%Male30%Female26Description:Duringa2023survey,71percentofrespondingmenand74percentofrespondingwomenfromtheUnitedKingdomstatedthattheybelievedthatfullyautomatedAI-drivenmarketingcampaignsshouldbecarefullyregulated.Outofthatnumber,respectively38.5percentand44percentstronglyagreedwiththestatement.ReadmoreNote(s):UnitedKingdom;May2023;2,000respondents;18yearsandolderSource(s):InstituteofPractitionersinAdvertising;Opinium;estimatesShareofadultswhoagreedthatfullyautomatedAI-drivenmarketingcampaignsshouldbecarefullyregulatedintheUnitedKingdomasofMay2023,byagegroupAttitudestowardsAI-drivenmarketi