87% marketers plan to increase use of generative AI by next year: LinkedIn

Marketers in India are ready to embrace AI with over three-quarters (78%) feeling confident about using the technology, according to new research from LinkedIn.

The study reveals that the majority (83%) of marketers in India believe AI will significantly change the way they work in the next year, and nearly half (47%) hope it will help them to be more productive. The research also found that 93% believe AI will support their work and help create space for teams to think innovatively.

As companies look to stay top of mind and leverage creativity to build memorability among audiences, AI will enable marketers to spend less time trying to find potential buyers and more time on higher-value work such as engaging with customers. Marketers plan to use AI for day-to-day tasks, such as summarising lengthy articles and videos (88%), creating first drafts of written content and presentations (82%), and helping them problem-solve (83%).

In India, 68% of marketers are using the technology today, with nearly half (45%) experimenting with tools such as ChatGPT. LinkedIn’s latest ‘B2B Marketing Benchmark’ report also finds that 87% of B2B marketing leaders in India plan to increase their use of generative AI in the next year.

Ashutosh Gupta, Country Manager at LinkedIn India, said, “AI tools can work as great supporters for B2B CMOs by taking on operational tasks and creating room for marketers to focus on building strong customer relationships. Amid competing priorities and limited resources, AI empowers marketers to excel in strategic work, deepen customer connections, and create memorable campaigns that drive immediate action and fuel long-term business growth."

LinkedIn is piloting Accelerate, a new automated B2B marketing campaign creation experience powered by AI.

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