Future of AI in Marketing: Forrester’s Predictions for 2024

Get ready for the AI revolution! In 2023, the marketing world embraced generative AI like never before. And the stats prove it: 70% of enterprises are exploring gen AI solutions, while over half of marketers are already using it in their workflows. But what does the future hold for AI in 2024?

Forrester’s team of experts have been busy predicting the next big trends in AI. From data security to CMO innovation, they’ve got it all covered. According to Michele Goetz, VP and principal analyst at Forrester, 2024 will be a game-changing year for AI, with more strategic initiatives and less gimmicks.

If you’re a marketer, you won’t want to miss out on these predictions. Forrester’s insights cover everything from the role of CMOs as AI innovators to the importance of data privacy in marketing campaigns. And with new laws and policies coming into play, it’s crucial to stay compliant.

But don’t worry, Forrester has you covered. They predict that companies will invest in privacy professionals and train existing teams to handle the challenges of AI and data security. Plus, they anticipate a boom in “bring-your-own-AI” as employees use their own AI-infused software in the workplace.

Discover the Power of Gen AI for B2B

Did you know that generative AI is set to revolutionize B2B product launches? According to Forrester’s Laura Ramos, one in five new products will be influenced by this groundbreaking technology. With its ability to quickly analyze vast amounts of data, Gen AI can uncover unique capabilities that will shape the future of products. To make the most of these advancements, teams should embrace continuous product discovery, involve buyers in the development process, and collaborate on feature development.

The Key to Success with Generative AI in B2B

Don’t fall into the trap of generic generative AI content! Forrester’s Laura Ramos warns that 70% of B2B buyers will be disappointed by poorly personalized offers and translated content devoid of local nuance. To avoid frustrating your audience, invest in buyer and customer persona interviews and use the insights to personalize your content effectively. In other words, tailor your AI outputs to the specific needs and preferences of your audience to avoid alienating them!

The Future of AI in Agencies

Prepare for a shake-up in the world of agencies as AI becomes increasingly important. Forrester’s Jay Pattisall predicts that until AI legislation is in place, agencies and marketers will be responsible for governing their practices. However, this will raise concerns among business leaders. Privacy, data protection, and the potential for errors are all worries. As a result, we can expect more agency reviews in 2024 as marketers seek safe and controlled AI implementation to protect their reputation.

Don’t Get Left Behind – Upscale Your AI efforts

In 2024, AI will move from experimental to practical use, and agencies will leverage its speed, intelligence, and scale for practical applications. It’s going to be a rollercoaster ride for marketers and agency leaders as they navigate these changes and make AI a central part of their workflows.

Closing the AI Gap

As the AI gap widens, tech executives will seek external partnerships to bridge the divide. Unable to harness the full potential of genAI and AI-integrated applications, they’ll turn to trusted service providers like Accenture, Tata Consultancy Services, and Wipro. These experts offer the necessary tools and expertise to navigate the AI landscape successfully. See it as an opportunity to reshape your external relationships and stay ahead of the curve.

Opportunities Await in the AI Revolution

AI opens up exciting possibilities for marketing agencies and implementation service providers. However, it also requires transformation in practices and pricing. That’s why Jasper has launched a new program to help these providers leverage genAI and scale their marketing content solutions for clients. Learn more about our solutions partnership program today!

The Future is Here – Embrace the Power of Gen AI

Forrester’s Michele Goetz predicts that next year, as generative AI becomes more ingrained in marketing operations, it will drive real business growth. The era of AI solely in the hands of technologists is over. It’s time to tap into the full potential of gen AI and unlock remarkable opportunities for your business.