Worldwide Marketing Campaign Management Market Shares, 2023: Dawn of AI Everywhere in Marketing
This IDC study discusses worldwide marketing campaign management market shares for 2023."Conversational AI is the future interface between brands and buyers," said Gerry Murray, research director, Marketing Automation Technology research service at IDC. "By the end of 2024, all martech solutions will feature conversational or prompt-based user interfaces with capabilities for automating complex projects, processes, and campaigns. Infinite content production and the submergence of search-based commerce present serious disruption for commerce platforms, brands, and agencies. In addition, AI autonomous buying will emerge in 2025 and present new challenges for marketers in terms of not only influencing how humans coach their AI agents but also how AI agents can be influenced to coach humans about brand and product preferences. That will require innovative marketing practices."
Please Note: Extended description available upon request.
- IDC Market Share Figure
- Executive Summary
- AI Everywhere
- Synopsis
- Advice for Technology Suppliers
- Market Share
- Who Shaped the Year
- Market Context
- The Experience Orchestrated Business
- An Intelligent Technology Core Is the Heart of an Experience-Orchestrated Business
- Balancing Organizational and Ecosystem Outcomes
- Composability Across Applications and AI
- Significant Market Developments
- Increasing Use and Expectation of AI Capabilities
- Platforms and Go-to-Market Ecosystems
- The End of the Cookie Ecosystem and the Flight to First-Party Data
- Regional Dichotomy
- Methodology
- Market Definition
- Related Research
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