Unlocking the Power of AI

The Imperative for Modern Marketers

OpenAI's emergence dramatically altered the marketing landscape, propelling AI into the mainstream and intensifying the pressure on marketing organizations to optimize efficiency without sacrificing effectiveness. The buzz surrounding AI, particularly among executive teams, became impossible to ignore. But what is the true power of AI, and how are modern marketing teams currently using it?

Knotch went out and surveyed hundreds of marketing professionals to understand how perspectives on AI are shifting, the velocity of AI adoption, and where AI is currently being underutilized for marketing organizations. Check out some of the data below, and explore the full research report here.

Survey Methodology

The results presented in this report are from a survey conducted online within the United States by Researchscape on behalf of Knotch between February 1st and February 27th, 2024. A total of 269 responses were recorded, of adults 18+ who reside within the United States, and are employed in a marketing role as a manager, director, vice president or executive. All respondents were involved in the production, management or distribution of marketing content. Knotch developed the survey in conjunction with Researchscape and data was scrubbed during the course of the research to ensure accurate responses. No personal information was gathered from respondents during the course of the survey. Access the full report here.

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“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach. With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”

Ben Bishop

Director, Digital Marketing, Insperity

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CMO, Zillow

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Brandon Lawson

Director of Content Strategy, Smile Train