On the final day of All That Matters 2024 in Singapore on September 18, James Redden, CEO APAC & US of 2CV Research, revealed the results of a survey among marketing professionals about Artificial Intelligence (AI) use in their work.

The adoption of AI among marketers has seen a remarkable surge over the past year. The survey revealed that while only 27 per cent of marketers reported using AI frequently in their work a year ago, that number has now climbed to 65 per cent.

This significant increase underscores the growing reliance on AI tools in marketing, with the majority now leveraging them regularly. According to the survey, marketers are utilising AI for various purposes, with the top four areas being market research, competitive analysis, social media management, and content creation.

This trend will continue as AI becomes more integrated into marketing processes.

The survey also revealed how these marketers feel about the advancement of the technology.

Also Read: Why is a customer-centric digital marketing strategy the way to go?

“With this rate of change comes anxiety, and this was a really interesting finding. Almost three quarters of marketers said, ‘Yes, I am feeling overwhelmed.’ They do not feel sure if they are keeping up. They are not sure if they are still going to have a job in the future,” Redden said.

“Most marketers see the change happening very fast, and this is creating a lot of anxiety, uncertainty amongst the marketing community … But there is also a lot of excitement.”

Using AI to improve fan experience

All That Matters 2024 is a conference that brings together industry professionals from the media, entertainment, and sports industries. The event discussed various relevant issues including the implementations of AI technology across these industries.

The final day of All That Matters 2024 also featured a fireside chat with Yu Sasamoto, CEO Japan and APAC Business Development at DAZN Japan Investment GK.

In discussing about how the company is using AI technology to improve the experience of sports fans using their platform, Sasamoto stresses on the importance of “emotional moments” in sports that are the often the key focus of a sports event itself.

Also Read: FC Barcelona looks to score big in Asia’s sports-tech arena through its innovation hub

“The AI technology helps us collect those moments and maybe connect them to brands,” he explained to moderator Anna Lockwood, Head of Media & Sport at Telstra International.

He gave an example of watching baseball tournament in Japan, which is a wildly popular event. There will be emotional moments during a single tournament such as home runs or even errors, and these moments can potentially be used by brands to connect with their audiences.

“What if we are able to take those moments, automatically implement AI technology on them, then connect those emotions with the brands who want to celebrate the goals or home runs. That would be a fairly innovative way that we can offer the brands to connect with those emotions.”

Sasamoto also shares some details about a new project from DAZN that is coming to alpha stage soon.

“We are trying to build this full funnel experience, and fan zone could be one of the viewing experiences that could appreciate the technology, and again, taking fans emotions is most critical for us to enhance the viewing experience on the platform.”

The post Businesses explore use cases of AI in creative, sports industries despite feeling “overwhelmed” appeared first on e27.