Marketers Divided Over Impact of AI on Branding

While 3 out of 4 marketers believe automation and AI will affect branding, they’re divided about whether it will help or do harm in the long run, according to the “2020 State of Branding” report from Bynder. Fifty-six percent of respondents believe AI capabilities will negatively impact their branding efforts in 2020, either by diminishing creativity, eliminating jobs or producing less brand differentiation. Twenty-four percent believe AI will have a positive impact, while 23 percent believe branding cannot be automated at all. Marketers also expressed concern about new challenges accompanying the rise of tech-enabled branding, including skills gaps, data overload and more. “Marketing organizations readily adopted technology for analytics, digital channels and other functions that clearly benefit from automation” said Andrew Hally, SVP of Global Marketing at Bynder. “The challenge ahead is to harness emerging technologies like AI to maintain creative excellence while satisfying business demand for growing volumes and faster delivery.”

Also  top of mind for marketers in 2020, according to Bynder’s report:

  • Growing brand awareness is this year’s top concern: There are countless platforms, channels, and strategies to prioritize in the hopes of growing brand awareness. Users have more power than ever before, so figuring out the best way to gain mindshare with an audience is a top concern for this year’s respondents (43 percent).
  • As the role of technology in branding evolves, the martech explosion will continue: As the martech industry continues to expand, two-thirds of marketers (68 percent) plan to increase the number of solutions they use this year, while only 10 percent intend to decrease. In addition to widespread confusion about who is responsible for implementation, the rise of tech-enabled marketing brings a new set of challenges—most notably a skills gap in the marketing team (21 percent), data overload (20 percent) and too many options to choose from (18 percent).
  • The impact of enhanced infosecurity regulation is up in the air: When asked whether security and regulation are preventing marketing efforts from reaching their potential impact and audiences, respondents were split: 57 percent reported yes, while 43 percent said no. Overall, despite intensified focus and new regulation like the CCPA, violating consumer privacy remains low on the totem pole of marketer troubles, with only 11 percent citing this as their top concern in 2020.

Related Stories

Cynopsis 07/19/24: Beloved Bob Newhart dies at 94

Beloved Bob Newhart dies at 94

Friday July 19, 2024 Today’s Premieres A+E: Cold Case Files: DNA Speaks at 9p; Tell Me How I Died at 10p AppleTV+: Omnivore; Lady in the Lake PrimeVideo: Betty La Fea: The Story Continues Today’s Finale WeTV: Mama June: From Not to Hot at 9p; Deb’s House at 10p Saturday’s Premiere A&E: New House No […]

Cynopsis 07/18/24: Shogun rakes in Emmy nods

"Shogun" rakes in Emmy nods

Thursday July 18, 2024 Today’s Premieres ABC: Press Your Luck at 8p; Lucky 13 at 9p BET+: Bruh Hulu: How I Caught My Killer Max: Kite Man: Hell Yeah! MTV: The West Coast Hustle Netflix: Cobra Kai; Master of the House Peacock: Those About to Die Prime Video: Top Class Tennis IN THE NEWS Hulu’s […]

07/17/24: Cynopsis Jobs

jobs13

ASSOCIATE, GLOBAL LICENSING & DISTRIBUTION HEARST MEDIA PRODUCTION GROUP CHARLOTTE, NC Coordinate and execute asset delivery to content distribution partners and assist with ideation and execution of marketing campaigns with channel partners as well as capture, analyze, and report viewership data. You will also follow and report on industry trends and create weekly programming schedules […]

Cynopsis 07/17/24: Apple TV+ renews “Loot” for season three

Apple TV+ renews "Loot" for season three

Wednesday July 17, 2024 Today’s Premieres BritBox: 24 Hours in Police Custody CBS: Big Brother at 8p Hulu: UnPrisoned Netflix: Simone Biles: Rising; The Green Gang; T P Bon Syfy: The Ark at 10p IN THE NEWS Global entertainment & media industry revenues rose 5% to $2.8 trillion in 2023, and are projected to hit […]

CynCity

Cynsiders