share_log

73% of Enterprises Have Launched AI, Including Generative AI, Across Marketing With 52% of Deployments Achieving Business Value: Infosys CMO Radar

73% of Enterprises Have Launched AI, Including Generative AI, Across Marketing With 52% of Deployments Achieving Business Value: Infosys CMO Radar

73%的企業已在市場營銷中部署了人工智能,包括生成式人工智能,其中52%的部署實現了業務價值:印孚瑟斯首席營銷官雷達
PR Newswire ·  11/13 18:08

AI-fluent CMOs are becoming a transformative force in business; 62% see their influence growing over broader corporate decisions as their AI implementations look to improve brand experience, as well as efficiency and effectiveness in marketing.

AI熟練的首席營銷官正在成爲業務中的變革力量;62%的人認爲隨着他們的AI實施旨在改善品牌體驗,以及在營銷中提高效率和效果,他們的影響力正在擴大到更廣泛的企業決策。

BENGALURU, India, Nov. 13, 2024 /PRNewswire/ -- Infosys Knowledge Institute, a research arm of Infosys (NSE: INFY) (BSE: INFY) (NYSE: INFY), a global leader in next-generation digital services and consulting, today unveiled a global research report titled CMO Radar 2024. The report reveals that most companies have embedded artificial intelligence (AI) in their marketing functions and highlights how CMO's AI fluency (ability to use AI to solve problems) is driving business value and increasing their influence over corporate decision-making and strategy.

印度班加羅爾,2024年11月13日 / PRNewswire / - 印孚瑟斯知識研究院,印孚瑟斯(NSE:INFY)(BSE:INFY)(紐交所:INFY)的研究機構,全球領先的下一代數字服務和諮詢公司,今天發佈了一份名爲CMO Radar 2024的全球研究報告。 報告顯示,大多數公司在其營銷功能中嵌入了人工智能(AI),並突出了CMO的AI流暢性(使用AI解決問題的能力)如何推動業務價值並提高他們在企業決策和戰略制定中的影響力。

The Infosys CMO Radar 2024 found that while most CMOs are engaging in AI across all their main marketing activities, almost half (48%) of AI deployments struggle to deliver business value. It uses these insights to categorize CMOs as Leaders (13%), Learners (60%) or Laggards (27%) in AI fluency, based on their ability to deliver business value from AI across multiple marketing activities.

印孚瑟斯CMO雷達2024發現,雖然大多數CMO在其所有主要營銷活動中都在使用AI,但近一半(48%)的AI部署難以提供業務價值。它利用這些見解將CMO分類爲AI流暢度領導者(13%)、學習者(60%)或滯後者(27%),根據他們在多個營銷活動中從AI獲取業務價值的能力。

The report identifies that AI-fluent CMOs make data-driven decisions using predictive AI to anticipate customer needs, personalize and optimize campaigns, and boost marketing performance. They are also able to better use generative AI to bring together value from data, industry expertise, and creative execution to build stronger capabilities, inside-out, within their teams.

該報告指出,AI熟練的CMO利用預測AI做出基於數據的決策,以預測客戶需求,個性化和優化活動,並提升營銷績效。他們還能更好地利用生成AI將數據、行業專業知識和創意執行能力結合起來,從內部團隊中打造更強大的能力。

The CMO Radar 2024 survey was conducted by the Infosys Knowledge Institute polling 2,600 marketing leaders across industries from Australia, Germany, the Nordics, UK, and the US. The research explores the adoption of AI across the marketing lifecycle including for activities such as content creation, conversational agents, sales enablement, personalization, campaign management and analytics.

CMO雷達2024調查由印孚瑟斯知識研究院進行,對來自澳大利亞、德國、北歐、英國和美國不同行業的2600名營銷領導人進行了調查。該研究探討了跨營銷生命週期的AI採用情況,包括內容創建、對話代理、銷售支持、個性化、活動管理和分析等活動。

The research reveals:

研究顯示:

  • 96% of marketing leaders have deployed AI in at least one marketing activity.
  • 52% of AI marketing deployments generate business value.
  • 30% of marketing leaders have deployed AI in all seven key marketing activities.
  • 62% of CMOs are set to grow their influence over strategic corporate decisions.
  • 96%的營銷領導者至少在一個營銷活動中部署了人工智能。
  • 52%的人工智能營銷部署產生業務價值。
  • 30%的市場領導者在所有七項關鍵營銷活動中都部署了人工智能。
  • 62%的首席營銷官將增強對戰略公司決策的影響力。

The Infosys CMO Radar 2024 found that marketing leaders expect AI to deliver measurable value in the next 18 months, including double-digit percentage point boosts in productivity (15 percentage points), cost savings (13 percentage points), and speed to market (11 percentage points).

Infosys CMO雷達2024發現,營銷領導者預計人工智能將在未來18個月內提供可衡量的價值,包括生產率(15個百分點)、成本節約(13個百分點)和上市速度(11個百分點)雙位數增長。

The report outlines four tactics that Leaders in AI fluency employ to generate business value from their AI deployments:

報告概述了在人工智能熟練度方面領先的領導者從其人工智能部署中創造業務價值的四種策略:

  • Embed AI solutions into business and marketing processes: Leading CMOs ensure their teams can access real-time insights from data and immediately adjust tactics as they roll out their AI implementation plan. They establish systematic governance around KPIs and ensure consistent communication with stakeholders.
  • Align AI, business, and marketing strategies: Marketers who succeed with AI are more likely to have a responsive AI strategy that aligns with both marketing and overall business goals. These companies prioritize building out AI capabilities across the marketing value chain based on its business value and feasibility.
  • Factor risk management into AI-powered marketing solutions: 43% of companies still depend on ad hoc methods of risk mitigation when it comes to AI in marketing. Embedding dedicated risk management ensures compliance, builds customer trust, and positions brands as leaders in trustworthy AI adoption.
  • Ensure the MarTech stack is scalable and optimized for AI use cases: Customer data platforms (CDPs) are essential for maximizing AI's value in marketing. Advanced cloud-native MarTech stacks with real-time CDPs enhance scalability and data integration, delivering personalized experiences. Companies adopting this infrastructure achieve significant competitive advantages, unlocking AI's full potential and leading in innovation and customer engagement.
  • 嵌入人工智能解決方案到業務和營銷流程中: 領先的首席營銷官確保團隊能夠從數據中獲取實時見解,並在推出他們的人工智能實施計劃時立即調整策略。他們建立圍繞關鍵績效指標的系統性治理,並確保與利益相關者保持一致的溝通。
  • 將人工智能、業務和營銷策略對齊: 成功利用人工智能的營銷人員更有可能擁有能夠與營銷和整體業務目標一致的響應性人工智能策略。這些公司重視基於其業務價值和可行性的營銷價值鏈上構建人工智能能力。
  • 將風險管理納入人工智能驅動的營銷解決方案: 在涉及人工智能營銷時,43%的公司仍依賴臨時性的風險緩解方法。嵌入專門的風險管理確保合規性,建立客戶信任,並使品牌成爲值得信賴的人工智能採用領導者。
  • 確保MarTech堆棧具有可伸縮性,並針對AI用例進行優化:客戶數據平台(CDPs)在最大化營銷中的AI價值方面至關重要。具有實時CDPs的先進雲原生MarTech堆棧增強了可伸縮性和數據集成,提供個性化體驗。採用這種基礎架構的公司實現了顯著的競爭優勢,釋放了AI的全部潛力,在創新和客戶參與方面處於領先地位。

Satish H C, EVP and Chief Delivery Officer, Infosys, said, "Very early on, at Infosys, we saw how AI promises to disrupt the way B2B and B2C players think about customer experience, marketing productivity, and growth. The findings of the Infosys CMO Radar 2024 report point to how forward-thinking marketing leaders are adjusting to this new landscape. Central to this transformation is the reimagining of marketing end to end, embracing a holistic approach to innovation. By focusing on disintermediation for agility, businesses can swiftly adapt to changes and enhance their competitive edge. The report underscores the vital role of leadership in harnessing AI capabilities to drive marketing innovation and customer engagement. With Infosys Aster, we are already bringing the digital capabilities for marketing leaders to maximize operations, while taking advantage of advances in marketing effectiveness and personalization in an AI-first future."

Satish H C,Infosys執行副總裁兼首席交付官表示:“在Infosys剛開始時,我們就看到了AI如何承諾顛覆B20億和B2C玩家在考慮客戶體驗、營銷生產力和增長方面的方式。Infosys CMO Radar 2024報告的調查結果指出,具有前瞻性的營銷領導者正在調整以適應這種新趨勢。這次轉型的核心是全面重新構想營銷,採用全面創新的方法。通過專注于敏捷性的中介斷,企業可以迅速適應變化,提升其競爭優勢。該報告強調領導在利用AI能力推動營銷創新和客戶參與方面的至關重要作用。通過Infosys Aster,我們已經爲營銷領導者帶來了數字化能力,以最大程度地提高運營效率,同時利用營銷效果和個性化方面在以AI爲先的未來取得的進展。

Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys, said: "CMOs face the dual challenge of fueling growth in the short-term while articulating the value of their brand investments in the medium term. They recognize AI's, especially generative AI's, potential to help them rewire marketing for greater effectiveness. They know it can also be a key amplifier of marketing impact to the business and its influence within the C-Suite. The Infosys CMO Radar 2024 unpacks the tactics that CMOs can embrace to get and stay ahead in these times of AI-powered transformation."

Infosys執行副總裁兼全球首席營銷官Sumit Virmani表示:“CMOs面臨短期內推動增長並在中長期闡明其品牌投資價值的雙重挑戰。他們認識到AI,尤其是生成AI,有助於重塑營銷以實現更大效果。他們知道它也可以成爲營銷影響力對企業和在C級管理層內部影響的關鍵放大器。Infosys CMO Radar 2024揭示了CMOs可以採用的策略,以在這個AI驅動變革時代保持領先。

To read the full report with detailed insights, please visit here.

要閱讀具有詳細見解的完整報告,請訪問此處。

Methodology

方法論

Infosys used an anonymous format to conduct an online survey of 2,600 marketing executives in automotive; CPG; energy, mining, and utilities; financial services; healthcare; high tech; insurance; life sciences; logistics; manufacturing; professional services; retail; travel and hospitality; and telecom in Australia, Germany, the Nordics, UK, and the US, as well as conducting qualitative interviews with global CMOs.

印孚瑟斯採用匿名方式對澳洲、德國、北歐、英國和美國的汽車; 消費品; 能源、礦業和公用事業; 金融服務; 醫療保健; 高科技; 保險; 生命科學; 物流; 製造業; 專業服務; 零售; 旅行和酒店; 以及電信行業的 2600 名營銷高管進行在線調查,同時還與全球C級市場總監進行定性訪談。

About Infosys

關於Infosys

Infosys is a global leader in next-generation digital services and consulting. Over 300,000 of our people work to amplify human potential and create the next opportunity for people, businesses and communities. We enable clients in more than 56 countries to navigate their digital transformation. With over four decades of experience in managing the systems and workings of global enterprises, we expertly steer clients, as they navigate their digital transformation powered by cloud and AI. We enable them with an AI-first core, empower the business with agile digital at scale and drive continuous improvement with always-on learning through the transfer of digital skills, expertise, and ideas from our innovation ecosystem. We are deeply committed to being a well-governed, environmentally sustainable organization where diverse talent thrives in an inclusive workplace.

印孚瑟斯是全球領先的下一代數字服務和諮詢提供商。我們的人員超過 30 萬,旨在放大人類潛力,爲人們、企業和社區創造下一個機遇。我們使來自 56 個國家的客戶能夠應對數字轉型。憑藉在管理全球企業系統和運作方面的四十年經驗,我們精通指導客戶,幫助他們通過雲計算和人工智能的驅動變革,打造無與倫比的核心。我們用先進的人工智能爲核心,賦能業務在規模上實現敏捷數字化,並通過創新生態系統的數字技能、專業知識和思想的轉移,推動不斷改進。我們深信,作爲一個良好統治、環境可持續的組織,多樣化的人才在一個包容性的工作場所中茁壯成長。

Visit to see how Infosys (NSE, BSE, NYSE: INFY) can help your enterprise navigate your next.

訪問 以了解Infosys(NSE、BSE、NYSE:INFY)如何幫助您的企業引領下一步。

Safe Harbor

免責聲明

Certain statements in this release concerning our future growth prospects, or our future financial or operating performance, are forward-looking statements intended to qualify for the 'safe harbor' under the Private Securities Litigation Reform Act of 1995, which involve a number of risks and uncertainties that could cause actual results or outcomes to differ materially from those in such forward-looking statements. The risks and uncertainties relating to these statements include, but are not limited to, risks and uncertainties regarding the execution of our business strategy, increased competition for talent, our ability to attract and retain personnel, increase in wages, investments to reskill our employees, our ability to effectively implement a hybrid work model, economic uncertainties and geo-political situations, technological disruptions and innovations such as Generative AI, the complex and evolving regulatory landscape including immigration regulation changes, our ESG vision, our capital allocation policy and expectations concerning our market position, future operations, margins, profitability, liquidity, capital resources, our corporate actions including acquisitions, and cybersecurity matters. Important factors that may cause actual results or outcomes to differ from those implied by the forward-looking statements are discussed in more detail in our US Securities and Exchange Commission filings including our Annual Report on Form 20-F for the fiscal year ended March 31, 2024. These filings are available at www.sec.gov. Infosys may, from time to time, make additional written and oral forward-looking statements, including statements contained in the Company's filings with the Securities and Exchange Commission and our reports to shareholders. The Company does not undertake to update any forward-looking statements that may be made from time to time by or on behalf of the Company unless it is required by law.

此次發佈的某些陳述涉及我們未來的增長前景或我們未來的財務或經營績效,屬於預測性陳述,旨在獲得《1995年私人證券訴訟改革法》下「安全港」的認可,其中包含許多風險和不確定性,這些風險和不確定性可能導致實際結果或結果與此類預測性陳述不同。關於這些陳述的風險和不確定性,包括但不限於我們業務戰略的執行風險,人才競爭加劇,我們吸引和留住人員的能力,工資的增加,投資重新培訓員工,我們能否有效實施混合工作模式,經濟不確定性和地緣政治環境、生成AI等技術顛覆和創新,包括移民法規變化在內的複雜和不斷髮展的監管環境,我們的ESG願景,我們的資本配置方針和對我們市場地位,未來經營,利潤率,盈利能力,流動性,資本資源,我們的企業行動包括收購以及網絡安全等事項的預期看法等。導致實際結果或結果與此類預測性陳述不同的重要因素將在我們的美國證券交易委員會文件中詳細討論,包括我們截至2024年3月31日的20-F年度報告。這些文件可在www.sec.gov上獲得。印孚瑟斯可能會不時地發佈額外的書面或口頭的前瞻性聲明,包括公司提交給證券交易委員會的文件和向股東提交的報告中包含的聲明。未經法律要求,公司不承諾更新任何基於時序而產生的前瞻性聲明。”

Logo:

徽標:

SOURCE Infosys

來源:Infosys

WANT YOUR COMPANY'S NEWS FEATURED ON PRNEWSWIRE.COM?

想要您公司的新聞在PRNEWSWIRE.COM上特色呈現嗎?

440k+
440k+

Newsrooms &
新聞發佈室&

Influencers
影響力人士
9k+
9k+

Digital Media
數字媒體

Outlets
Outlets
270k+
270k+

Journalists
記者

Opted In
Opted In
GET STARTED
開始使用

譯文內容由第三人軟體翻譯。


以上內容僅用作資訊或教育之目的,不構成與富途相關的任何投資建議。富途竭力但無法保證上述全部內容的真實性、準確性和原創性。
    搶先評論