Digital Dialog Insights 2023
AI and sustainability are part of the strategy
The "Digital Dialog Insights" study series is conducted annually by United Internet Media together with Stuttgart Media University. This year, the 12th edition is published. The focus of the current edition is on the topics of artificial intelligence (AI), sustainability and the post-cookie era.
This year, over 100 experts from the retail, service and production sectors were again surveyed.
The study provides answers to the following questions:
- What is the significance of AI in companies today? What are the developments regarding the importance, use and potential of AI in the coming years?
- What role does sustainability play in companies today? What are the trends, challenges and potentials for the next 5 years in order to achieve the sustainability goals (keyword Agenda 2030)?
- What is the maturity level of the marketing industry for the post-cookie era?
KEY INSIGHTS
- The importance of AI in marketing is increasing significantly
3 out of 4 experts (74%) attest to the high importance of AI for companies and agencies. Three years ago, the figure was just over 50%.
- AI in marketing is increasingly becoming part of the strategy
Just under 50% see artificial intelligence as an essential part of the marketing strategy for companies. This represents almost a doubling within the last three years.
- Sustainability is becoming an integral part of the company's overall strategy
The topic of sustainability is already a significant component of the overall strategy, attest 56% of the experts. For the next five years, the respondents forecast a significant increase - sustainability will gain even more relevance as part of the overall strategy (84%).
- Anchoring sustainability responsibility among all employees as a top challenge and opportunity at the same time
71% state that companies need to build up the necessary know-how around sustainability. Change management, i.e. anchoring sustainability among all employees, also emerged as the top challenge (76%). However, almost 4 out of 5 also see the greatest potential here. According to the experts surveyed, the sustainability goals can be achieved by raising awareness of sustainability responsibility among all employees (e.g., through training courses).
- Preparations for the post-cookie era still at a low level
Post-cookie era readiness is still at a very low level: Only 11% of the experts attest that the companies are sufficiently prepared. Yet the solutions are widely known. Companies that have first-party data on their customers are future-proof. For around 80% of those surveyed, first-party data is therefore gaining in importance.
You can find the detailed study here.
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