Artificial intelligence (AI) is expected to take over 30% of the mundane tasks of marketing by 2027, including aspects such as search engine optimisation (SEO), content and website optimisation, customer data analysis, and segmentation, says a new report.

These findings are from the FutureScape: Worldwide Chief Marketing Officer 2024 Predictions report published by the International Data Corporation (IDC), which surveyed C-suite executives from companies based in the Asia Pacific (except for Japan).

According to the report, 37.8% of chief marketing officers (CMOs) say that generative AI technologies are already in the process of being implemented within their organisations.

By 2028, it further predicts that the A2000 (top 2000 Asia-based firms) will leverage AI and data to automate 30% of the marketing and sales processes in the buying process, providing a more tailored and responsive experience for users.

Customer experience, marketing technology, and value streams research analyst with the IDC, Lavanya Jindal, says that marketers will need to develop their skillsets in an effort towards the idea of a “dream team”.

“There will be a clear shift towards marketers expanding their skillsets to include capabilities such as storytelling, and data analytics and greater cross-functional collaboration with other teams such as IT, sales, and operations towards the notion of a dream team.

“Generative AI will act as the enabler through greater automation of manual tasks such as SEO, content, and website optimisation,” he says.

The report also expects that such adoption will not be limited to just marketing companies, suggesting that by 2026, over 50% of consumers will utilise AI via mobile devices in the purchasing process to discover and evaluate the products and services on offer.