Abolaji Adebayo The recent IDC report, IDC FutureScape: has predicted that In 2027, companies will spend more than $30 billion on AI-related infrastructure, platforms, software, and services to support their ability to compete on highly personalized customer experiences.
As businesses increasingly adopt AI to enhance personalized customer experiences, marketing leaders face growing pressure to adapt their strategies and leverage AI effectively.
“Marketing leaders must remember that technology itself is not a differentiator but an enabler of differentiations. To stand out, they should focus on creating value-based narratives that build authentic connections with cus tomers.
“They need to work closely with IT, data and digital teams to name a few, to establish the necessary AIinfused marketing infrastructure and tools to access accurate customer data profiles in real time and deploy faster, more targeted and effective campaigns,” Abhishek Kumar, Associate Research Director, head of AP enterprise applications and CX, IDC Asia/Pacific.
The following are some of the most urgent business and technology trends that marketing leaders must pay attention to in order to stay resilient against evolving market conditions and differentiate themselves by demonstrating their competitive advantage.
Automated Journey: By 2027, 45 per cent of traditional B2B lead and demand generation efforts will transition to automated sensing, personalized engagements, and content creation, fast-pathing customers to transactional commerce.
Search Becoming a Dialogue: By 2026, 45 per ent of individuals will search for information and engage in dialogue with brands via GenAI, forcing marketers to build and optimise for humanised digital AI as the primary customer interface.
