Singapore – According to a landmark IDC FutureScape report, more than US$30 billion will be invested in AI-related infrastructure, platforms, software, and services, with a specific focus on personalized customer experience by the year 2027.
“Marketing leaders must remember that technology itself is not a differentiator but an enabler of differentiations. To stand out, they should focus on creating value-based narratives that build authentic connections with customers. They need to work closely with IT, data, and digital teams to name a few, to establish the necessary AI-infused marketing infrastructure and tools to access accurate customer data profiles in real time and deploy faster, more targeted, and effective campaigns,” says Abhishek Kumar, Associate Research Director, head of AP enterprise applications and CX, IDC Asia/Pacific.
The report makes several revolutionary projections for marketing. By 2027, automated sensing and personalized engagements will take over 45% of conventional B2B lead and demand generation efforts. By 2026, 45% of customers will authentically engage with brands through GenAI-powered dialogues.
In a significant workforce transformation, traditional agencies will reduce 40% of their manpower by 2029 and delegate basic marketing tasks to AI contractors, with a pointed focus on data governance and AI services. By the end of 2028, AI workers will make up one-fifth of marketing professionals, shifting human expertise to creative strategy and ethics management.
This transition demands marketing leaders to engage closely with IT and digital teams to set up AI-infused marketing infrastructure. This will render real-time access to customer data profiles and accelerate campaign launches with more precision. This transition marks the fundamental shift in how companies are going to approach customer engagement and marketing operations in the AI era.
The report by IDC highlights marketing leaders’ inherent need to embrace new strategies and infrastructure to remain relevant in this increasingly AI-driven space while still keeping the focus on building authentic connections with customers and value creation.
Source: https://www.idc.com/getdoc.jsp?containerId=prAP53135925
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