Almost two-thirds (62%) of UK marketers state that Generative AI will be more important following Google’s announcement that it will no longer remove all third-party cookies from browsers, reveals a new study from PrimeAudience. In addition, a significant 9 in 10 marketers plan to increase their marketing spend on Generative AI next year by at least 5%, with half planning to boost budgets by over 16%.
PrimeAudience conducted this survey in collaboration with independent research company Censuswide. They partnered to survey 250 UK marketers in September 2024 to understand how they plan to utilise Generative AI in future marketing efforts.
The research shows that marketers are already using Generative AI and seeing results in their marketing. In fact, 89% state that the technology benefits their marketing efforts. When asked what the top benefits are, 46% list better data analysis, while 45% and 40% respectively highlight improved audience targeting and time saved.
Forward planning
When asked whether Generative AI has improved their marketing results, 89% of respondents felt confident it has. In addition, 84% are confident that they have the right Generative AI tools in place to find new audiences.
“In the current unpredictable landscape, it is welcoming to see that UK marketers are embracing Generative AI,” said Mateusz Rumiński, PrimeAudience VP of Product. “Google’s recent announcement serves as a reminder of the industry’s evolving dynamics. By turning to new technology, such as Generative AI, marketers can gain a powerful edge over competitors. We’re at the start of a technological revolution in advertising and brands should be inspired by the possibilities to deliver increasingly innovative solutions in the coming months.”
