According to a recent survey conducted by ResulTIck, nearly half of marketers feel that the term "artificial intelligence" has been overused and exaggerated. This perception is reflected in the responses from industry professionals who were asked about five key concepts: artificial intelligence, big data, omnichannel, real-time marketing, and personalization.
The results show that 47% of marketers believe AI has been over-hyped, while 31% think "big data" is similarly overused. "Omnichannel" follows with 23%, and 20% of respondents feel "real-time marketing" has been abused. Only 14% think "personalization" has been overused, suggesting it's still seen as a more meaningful concept.
Interestingly, 40% of marketers said they question the value of AI when they hear the term, and 34% feel exhausted by the constant mention of "big data." These reactions highlight a growing fatigue among marketing professionals toward certain buzzwords.
The survey also revealed that 55% of marketers blame technology vendors for the overuse of these terms, while 38% point to journalists and bloggers for contributing to the hype. This suggests that both industry players and media outlets play a role in shaping public perception.
As the marketing landscape continues to evolve, the challenge lies in balancing innovation with clarity. While these concepts hold real value, their frequent misuse risks diluting their impact and confusing stakeholders. Marketers are now calling for more authentic and meaningful conversations around these topics.
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