Observed Signal · Nov 16, 2023 · Conference Coverage · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Acquia Engage: Marketers Still Exploring Generative AI
At Acquia Engage 2023 in Boston, marketing and customer experience leaders described generative AI adoption as still exploratory and experimental. Practitioners shared use cases such as ChatGPT-like site search, AI-driven personalization, and content assistance, but few reported full integration or measurable ROI. Paul Roetzer of the Marketing Artificial Intelligence Institute cited survey data showing 45% of marketers experimenting with generative AI, and highlighted ChatGPT's new multimodal abilities. Acquia's Deanna Ballew said AI is mainly used as an assistant for ideation, copy editing, and tone, while stressing the need to embed AI tools into familiar interfaces to drive adoption. Lullabot's Brian Skowron noted government and higher-ed clients are taking a wait-and-see approach, and TA Digital's Pat Gilbert pointed to using AI for predictive analysis and personalization. Overall, the event indicated the industry is still identifying use cases and building strategies.
Highlights the early-stage adoption of generative AI in marketing; useful industry signal but no major product, funding, or regulatory change.
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Key Takeaways & Evidence Grounding
- Acquia Engage 2023 conference took place in Everett, Mass., near Boston.
- 45% of respondents in Marketing AI Institute's 2023 report said they are experimenting with generative AI.
- Debbie Kelly of Florida State University called for ChatGPT-like site search and AI-powered personalization.
- Paul Roetzer said ChatGPT's multimodal capabilities allow it to analyze images, charts, and whiteboard sessions.
- Deanna Ballew of Acquia said AI is primarily used as an assistant for ideation, copy editing, and tone setting.
Connected Companies & Entities
3 Entities mapped“Deanna Ballew, SVP of DXP products at Acquia, observed that AI in marketing is increasingly used as an assistant for ideation, copy editing ...”
“Roetzer cited the ability OpenAI gave marketers to build their own ChatGPTs through its GPT model, announced at its developer conference....”
“Debbie Kelly referenced Amazon: 'You think about Amazon. And, they're using AI. But they're also using personalization, and putting the two ...”
Ontology Mapping & Concepts
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