2024 Predictions

2024 Predictions

| Marketing Operations

As marketers learn the most effective uses for Generative AI, we will start to see solutions for long-term reporting and personalisation challenges.

Last year was all about Generative AI. At least, that's what many analysts would like people to believe. As always, the truth is more complex, and businesses have multiple priorities. AI was a major discussion point throughout the year. There was lots of investigation and ad-hoc experiments, but relatively few companies reached the point where they were deploying it in production.

AI & Personalisation

2024 will be the year we start to see widespread usage of Generative AI across B2B marketing. Many marketing teams have been working on guidelines for when Generative AI should be used to create content, as well as what approval processes are required before generated content can be published.