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This lack of know-how hasn ’ t stopped marketers from experimenting with Generative AI . That being said , Sitecore ’ s research does suggest the UK is lagging behind the US . In the UK , 63 % have experimented with the technology , versus 80 % in the US . Looking ahead , only 32 % of UK marketers feel it is too soon to invest in Generative AI , with 68 % saying the opposite .

K marketers are fully embracing the opportunities afforded by Generative AI . Over the next 12 months , 72 % of marketers will prioritise spending on AI and two-thirds ( 67 %) will put up to 30 % of their marketing budgets towards the technology .

These findings are taken from the AI & Composable Marketing Software Survey conducted by Sitecore , a global leader in end-to-end digital experience software . Sitecore conducted the survey to both understand marketers ’ use of Generative AI and discover how the technology can improve the digital experiences offered by brands – ultimately leading to more personalised content .

Despite the eagerness to invest , there is a concern from marketers that they ’ re not yet ready to fully benefit from Generative AI . Almost half ( 45 %) don ’ t feel their marketing technology is currently equipped to leverage generative AI . Here , Sitecore ’ s findings highlight the importance of a flexible tech stack in order to reap the benefits of Generative AI . In fact , 70 % plan to move towards more composable software solutions .

The findings also highlight an on-going skills gaps that continues to plague the marketing industry , with the Chartered Institute of Marketing previously pointing to a stagnation in digital skills in 2021 . Fast-forward to today , two-out-of-five marketers ( 42 %), surveyed by Sitecore , still feel their marketing team lacks technical skills . Interestingly , 92 % think AI will actually plug skills gaps in their businesses and 70 % think it will lead to new jobs being created .

“ The recent rate of innovation in marketing technology has been truly remarkable ,” said Dave O ’ Flanagan , Chief Product Officer of Sitecore . “ Rather than becoming overwhelmed and exhausted by these advancements , we ’ ve found marketers to be bold and experimental in embracing technologies like ChatGPT . Unlike other tools that have been tough to implement , Generative AI shows promise in not only being relatively easy to incorporate into composable MarTech stacks but also quick to have a measurable impact on marketing campaigns .”

Generative AI tools , like ChatGPT have quickly captured and held the interest of marketers . Last year , the Metaverse had marketers scrambling to stake a claim in the virtual world . Today , however , it appears to be losing momentum . Sitecore ’ s 2022 Perceptions of the Metaverse report found that more than half ( 56 %) of marketers had invested in ‘ metaverse-like technologies ’. This recent survey found Metaverse projects have fallen behind AI ( 72 %) and digital experience software ( 68 %) as a top priority , with just less than a quarter ( 24 %) of respondents ranking it as the most important . Additionally , a third ( 33 %) reported reallocating budget from Metaverse projects to support the deployment of AI . �