Conclusion
Our survey highlights an industry actively engaging with technological evolution, particularly in leveraging AI and digital transformation.
AI adoption is widespread, proving highly valuable functions like market research, data analysis, creative work and media. A significant majority of leaders (75%) believe generative AI is fundamentally transforming strategies, highlighting the general sentiment that procurement marketing is undergoing a significant evolution.
However, the journey towards full digital maturity and AI integration is not without hurdles. Organisations are still largely in the mid-stages of integrating data and content strategies, with only a marginal number achieving full integration. Barriers to digital transformation are multifaceted, stemming from slow implementation processes, an inherently risk-averse procurement culture, and complex regulations. Budgetary priorities are often diverting resources from marketing innovation, compounded by a degree of scepticism towards new technologies.
Despite these challenges, the commitment to data-driven personalisation is clear. Procurement marketers are effectively acquiring data through social listening and surveys, and while most are moderately successful in translating this data into actionable insights, there's a collective understanding that deep analytical capabilities are key.
The increased adoption of machine learning, real-time personalisation engines, and Customer Data Platforms underscores a forward-looking approach to unlocking data's full potential. Overall, our research reveals an industry diligently working to harness these powerful tools, navigating both the transformative potential and the practical complexities of their implementation.
