AI: A growing concern for customer marketing leaders

Why are senior marketers worried about AI? This blog uncovers the reasons behind the concerns and discusses how to overcome them.

Amanda Groth, 

11 July 2024

Artificial intelligence (AI) has long been a hot topic in customer marketing, but recent advancements in Large Language Learning Models (LLMs) have made the potential of AI more tangible than ever before. But this explosion in visibility isn’t coming without some concerns.

Why AI is Keeping Marketers Up at Night

The rise of AI in marketing boils down to two critical questions:

  1. How will AI impact the role of marketing?
  2. What do businesses need to have in place to use AI to its full potential?

We’re not here to sound alarms about AI taking over marketing jobs. Instead, we believe that, when used correctly, AI will enhance marketing and CRM teams. It will speed up the transition from insight to action and address key content challenges, transforming how businesses understand and respond to customer preferences and needs.

Interestingly, AI readiness has now surpassed traditional marketing concerns like understanding and responding to customer behaviour. This shift highlights how technological advancements can drive business objectives, and perhaps a bit of FOMO (fear of missing out) is also at play. Regardless, AI’s prominence on the marketing agenda is undeniable.

AI readiness is the third biggest cause of stress for senior marketing and CRM professionals, according to our research.

Fast-Tracking Customer-First Agendas

The adoption of AI is poised to accelerate customer-first and loyalty initiatives. By industrialising insight and content creation, AI can deliver more relevant experiences and automate the right decisions and journeys for customers. However, before this can be achieved, several fundamental concerns must be addressed.

Key Challenges in AI Adoption

  1. Privacy Regulations: Nearly 30% of respondents cited stress about privacy regulations as the biggest challenge in adopting AI. Additionally, 28% are concerned about brand governance when using AI. Despite AI’s potential for content automation, hyper-personalisation, and advanced targeting, marketers remain cautious about its safety for their brand.
  2. Data Issues: Disjointed data is a barrier for 24% of respondents, while 22% feel their data quality is too poor. Effective AI requires a wealth of centralised customer data that can be quickly identified and matched.
  3. Enabling Technology: Lack of enabling technology is a concern for 26% of respondents, and 22% struggle to integrate AI with legacy systems. Marketers need the right technology to implement effective AI strategies.


Ultimately, AI is only as effective as the data it’s trained on. Many marketers still lack the necessary data foundations to fully leverage AI’s potential, and rigid legacy systems are holding many teams back. Addressing these challenges is crucial for businesses aiming to harness the power of AI in customer marketing.

Read our free report to learn more about senior marketeers’ everyday challenges and how to overcome them to advance your marketing initiatives.

Blog posts

Fix your customer data issues…for good

Tired of your customer data foundation holding you back from better marketing and CRM? It might be easier to fix than you might think 💭💡

Read the guide