CUSTOMER ENGAGEMENT & AI

Through effective customer engagement, marketers can build brand awareness and trust, drive sales, and boost their bottom line. But how are marketers leveraging AI to engage with their customers and prospects?

To explore this, Ascend2 and our Research Partners conducted the “Customer Engagement & AI” survey. We extend our thanks to the 401 marketers who participated in October 2023.

This Survey Summary Report, titled “Customer Engagement & AI,” captures the perspectives of all market segments represented in the survey. Our participating research partners analyze specific segments separately and exclusively.

This research is designed for your benefit—integrate it into your marketing strategy. Feel free to use the charts, write about them on your blog, or share them on social media. Remember to credit the research as published.

RATING CUSTOMER ENGAGEMENT

Effectively engaging customers is the ultimate goal for all modern marketers. However, only 34% of marketing professionals consider themselves highly successful or best-in-class in this area, highlighting significant opportunities for improvement as they assess and enhance their customer engagement efforts.

MOST EFFECTIVE CHANNELS

Marketing professionals have a wide array of tools at their disposal, so identifying the most effective ones for customer engagement is essential. Social media (67%) and email marketing (58%) are the top-performing channels. Social media allows for extensive reach and organic interaction, while email marketing offers greater control over messaging, particularly with clear opt-in options for subscribers.

AI USE IS ON THE RISE

With 44% of marketers already using AI to some degree (13% extensively) to engage audiences, the time to embrace AI is now. Marketers are rapidly recognizing its potential, with only 24% having no plans to incorporate AI. This swift adoption underscores the need to stay ahead of the curve to remain competitive and effectively engage target audiences.

THE IMPACT OF AI IS UNDENIABLE

Understanding the customer is crucial for success. The more we learn about our customers, the better we can meet their needs and engage with them. An impressive 98% of marketers report that AI enhances their ability to understand customer preferences and behavior. The strong evidence supporting AI’s role in deepening this understanding suggests that those who remain doubtful risk falling behind in an era dominated by data-driven insights.

AI AND PERSONALIZED CONTENT

92% of marketing professionals using AI have successfully delivered personalized content and recommendations to customers, with 33% considering it very effective. AI and personalized content work seamlessly together due to AI’s capability to utilize data-driven insights to provide customized experiences. This ensures that each individual’s specific preferences and needs are accurately addressed, leading to increased engagement and satisfaction.

TOP CHALLENGES

Adopting new technology or tactics is always challenging due to limited experience, and AI is no exception. In fact, 41% of marketers cite limited experience as their biggest hurdle, followed by a lack of an effective strategy (36%) and budget/resource constraints. As AI continues to mature and gain broader adoption, we anticipate these top challenges will evolve.

USE OF AI IN CUSTOMER ENGAGEMENT

Data-driven marketing tactics are at the forefront of how marketers are utilizing AI for customer engagement. The top three applications—social media (51%), targeted advertising (47%), and personalized email (47%)—all rely heavily on data and thrive when customer engagement can be segmented and personalized. AI technology is unlocking possibilities that were unimaginable a few years ago, and as it continues to evolve, these opportunities will only expand further.

Learn how AI is revolutionizing customer engagement strategies. Continue reading and download the full report to stay ahead in 2024!

Related report: THE USE OF AI TO ADVANCE PERSONALIZATION IN 2024 | Ascend2

• Methodology and Participants
• Introduction
• Rating Customer Engagement
• Most Effective Channels
• AI Use is on the Rise
• The Impact of AI is Undeniable
• AI and Personalized Content
• Top Challenges
• Use of AI in Customer Engagement
• Cost-Savings From AI
• Uses of AI
• The Future of AI
• About Ascend2 Research

Number of Pages:

• 16 pages

Pricing: 

• Free

Methodology

Ascend2 benchmarks the performance of marketing strategies, tactics, and the technology that drives them with a standardized online questionnaire and a proprietary 3-minute Survey format. This survey was fielded to a panel of marketing professionals and marketing research subscribers.