GenAI in Asia Pacific (excluding Japan) by 2027 will revolutionize 30 percent of conventional marketing tasks, encompassing SEO, content and website optimization, customer data analysis, segmentation, lead scoring, and hyper-personalization, says IDC.
The findings stem from the C-suite Tech survey 2023 APeJ results, revealing that 37.8 percent of Chief Marketing Officers (CMOs) have initiated the integration of GenAI technologies. Furthermore, 51 percent of these executives have prioritized enhancing lead generation through content marketing quality within the upcoming year.
The evolving marketing landscape is guided by factors, including the rise of Generative AI, marketing content saturation, the phasing out of cookies, and a shift toward an open advertising environment. This evolution underscores the growing significance for CMOs and Chief Information Officers (CIOs) to stay abreast of these developments and their implications on marketing and IT functions.
The IDC report emphasizes that AI will drive heightened automation across marketing tasks, leading to a metamorphosis in the marketer’s role, necessitating expanded skill sets and increased cross-team collaboration.
Notable AI-driven projections for the region include:
Dynamic Journey Orchestration: By 2028, the A2000 is expected to leverage data and AI to automate 30 percent of actions in the buyer journey across marketing and sales, adapting to the buyer’s chosen path dynamically.
GenAI Eats Marketing: Foreseen by 2027, GenAI will take over 30 percent of traditional marketing’s routine tasks, including SEO, content and website optimization, customer data analysis, segmentation, lead scoring, and hyper-personalization.
Bidirectional AI Marketing Takeover: By 2026, more than 50 percent of consumers are projected to use AI via mobile devices for product and service discovery, evaluation, and purchases, aiming to reduce content overload.
Conversational Marketing Goes Mainstream: An anticipated 50 percent of A500 firms will conduct real-time, two-way marketing journeys via pervasive sentiment and intent AI by 2026, enhancing purchase conversions by 40 percent.
Short-term strategies (2024-2026) are set to focus on consumer-controlled AI, value generation from zero and first-party data, an open advertising landscape, and intelligent journey orchestration through contextualized conversations. Contrastingly, the longer-term outlook (2027-2029) anticipates the automation of traditional marketing tasks, the implementation of quantum sensing and intent AI in hosted communities, skill set expansions for marketers, and intensified collaboration.
Key trends that marketing leaders should heed include:
Creating Brand Advocates: By 2027, 60 percent of A1000 companies aim to cultivate brand advocates by employing hosted communities to foster loyalty, engagement, and first-party data accumulation.
Trust-centered Marketing: Anticipated by 2026, 55 percent of A1000 companies will adopt trust-based marketing programs, leveraging zero- and first-party data to enhance profitability by 40 percent.
Quantum Sensing in Marketing: By 2029, 10 percent of the A1000 will incorporate quantum sensing in marketing endeavors to comprehend customer sentiments and intentions better.
Opening Walled Gardens: An expected 20 percent of walled garden vendor revenue by 2026 will stem from indirect sources due to demands for openness and interoperability.
The Creative Scientist: By 2027, 30 percent of marketers in A1000 firms will possess hybrid skill sets merging data analysis, experience design, storytelling, and creativity to cater to marketing’s experience era.
CMO’s Focus on Customer Value: By 2027, 50 percent of A1000 CMOs will be primarily assessed for delivering customer value outcomes, leading 30 percent to evolve into orchestrators of customer value.
“Marketers will witness a pronounced shift, expanding their skill sets to encompass storytelling and data analytics while fostering cross-functional collaboration with teams in IT, sales, and operations. Generative AI will act as the catalyst, automating tasks such as SEO, content, and website optimization,” Lavanya Jindal, Research Analyst specializing in CX, Martech, and Value Streams at IDC, said.
