Singapore – Around 82% of brands using AI to streamline workflows and automate content generation have experienced increased operational efficiency, market research by CleverTap revealed.
CleverTap’s market research found that more than half, or 64%, of respondents use AI to build personalised experiences and content resonating with individual preferences at scale with real-time experimentation for optimal engagement.
Meanwhile, 39% have leveraged AI for automated decision-making and taking more informed decisions by analysing large volumes of data, predicting outcomes, and strategizing for the next best action.
The research further revealed that 54% of respondents have actually achieved faster content generation and campaign rollout with AI.
In terms of adoption of AI by teams within a brand, 71.4% of respondents highlighted that AI capabilities are most extensively utilised by content teams, underscoring the pivotal role AI plays in content generation.
Growth marketing teams follow at 57.1%, demonstrating a strong use of AI in strategizing and expanding marketing efforts. Central marketing and product teams also integrate AI into their operations, though to a lesser extent.
CleverTap found that brands today miss out on 4x higher conversions and improved business value due to inefficient AI adoption. This is why the all-in-one engagement platform recommends that brands in the early stages of AI adoption should strive to advance to more advanced levels. This progression involves transitioning from utilising AI solely for operational efficiency to harnessing it for personalisation, experimentation, and ultimately, strategic planning and decision-making.
Commenting on the report, Jacob Joseph, VP of data science at CleverTap, said, “AI is the catalyst reshaping every facet of today’s brands—from optimising operations and enriching customer engagement to revolutionising decision-making. The insights highlighted in our 2024 market research report offer a great strategic approach for brands at the initial stages of AI adoption. They should aim to progress, gain maturity, and achieve significant improvements in conversion rates and business value. After all, AI in customer engagement or in a tech stack is no longer just an enhancement but a necessity for a competitive advantage while addressing evolving customer expectations.”
