January 12th, 2017 by Sam Del Rowe

80 percent of marketing executives believe artificial intelligence will revolutionize marketing by 2020, according to a survey conducted by account-based marketing provider Demandbase, in conjunction with Wakefield Research.

Marketers identified a number of possible benefits from artificial intelligence, according to the results. 60 percent speculated that the technology will yield better insights into accounts, while 56 percent ventured that it will provide more detailed analysis of campaigns compared to current methods. Additionally, 53 percent believe that the technology will be of assistance in identifying prospective customers, and 53 percent said that it will expedite daily tasks.

Nevertheless, respondents noted several potential challenges in adopting the technology. 60 percent expressed apprehension about integrating artificial intelligence capabilities with their existing technology, while 54 percent cited training employees as a source of concern. Furthermore, 46 percent said that there could be difficulty in interpreting the results that artificial intelligence produces.

“As someone who has been studying AI for many years, I’ve recognized the promise of AI and B2B marketing for some time, which makes it really rewarding to see this vision is now shared by marketing executives,” Aman Naimat, SVP of technology at Demandbase, said in a statement. “This data reveals that in order to be successful, marketing leaders need to lead the charge and present opportunities for AI instruction and experience for their teams, to ensure implementing it into their B2B technology stacks is effective.”

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