Marketers Share Demographic Data with AI That They Claim Is No Longer Effective
| Source: Mastodon | Original article
Marketers use outdated demographic data to brief AI. AI boosts creative volume, but quality lags.
Marketers are still relying on demographic data to brief AI models, despite acknowledging its limitations. A significant 67% of marketers use demographic data as the primary input, even though 59% agree that conventional demographic segmentation no longer works. This contradiction is noteworthy, given that generative AI has increased creative volume for 88% of marketers, but improved quality for only 45%.
This matters because the effectiveness of AI-powered marketing depends on the quality of the input data. As marketers continue to brief AI with outdated demographic data, they may be limiting the potential of these models to deliver meaningful results. The fact that many marketers recognize the shortcomings of demographic segmentation suggests a need for alternative approaches, such as AI-powered insight and cultural fluency.
As the marketing industry continues to evolve, it will be important to watch how marketers adapt their strategies to leverage AI more effectively. With Article 50 binding on August 2, the landscape for AI-powered marketing may shift further, prompting marketers to reevaluate their approaches to briefing AI models and measuring the success of their campaigns.
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