MSI Summit 2024

Beyond the Buzz: Creating Marketing Value with Generative AI — Insights from a NIM Study of 600 Marketers in the USA, the UK, and Germany

Given the ongoing hype around generative artificial intelligence (AI) and the promises it holds for marketing, a study by the Nuremberg Institute for Market Decisions (NIM) aims to shed light on the reality behind the buzz.

Dr. Fabian Buder and Nina Hesel present the results of a NIM study that examines the adoption, use, and perception of generative AI tools among B2C marketers in three key markets: the USA, the UK, and Germany. 600 marketers were surveyed via computer-assisted telephone interviews, covering a wide range of company sizes, marketing roles, and age cohorts. The focus is on assessing the adoption and actual use of generative AI in general and for specific marketing activities as well as the effectiveness of generative AI from the user’s perspective. The study also identifies the challenges associated with implementing AI and the skills and training required, leading to practical implications for the effective use of generative AI.

More information about the event: https://www.msi.org/events/msi-2024-summit-marketing-after-ai/

More information about the study: https://www.nim.org/en/research/projects-overview/detail-research-project/generative-ai-in-marketing