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Publication date: 04 Jan 2024

IDC: GenAI to Takeover 30% of Traditional Marketing’s Mundane Tasks by 2027

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IDC FutureScape Reveals Chief Marketing Officer (CMO) Predictions in Asia/Pacific* for 2024 and Beyond

SINGAPORE, 04 January 2024 – In a recent FutureScape report, IDC FutureScape: Worldwide Chief Marketing Officer 2024 Predictions — Asia/Pacific (Excluding Japan) Implications, IDC predicts that by 2027, GenAI will assume 30% of traditional marketing's mundane tasks such as SEO, content and website optimization, customer data analysis, segmentation, lead scoring and hyper-personalization.

According to the C-suite Tech survey 2023 APeJ results, 37.8% of CMOs indicated that they have already begun implementing GenAI technologies. Also, 51% of CMOs highlighted that their top business objective in the next 12 months is to improve lead generation through improved quality of content marketing.

The marketing landscape in Asia/Pacific excluding Japan (APeJ) is evolving towards being more data driven. With factors such as Generative AI, marketing content fatigue, phasing out of cookies, and a shift towards an open advertising ecosystem, it is becoming increasingly important for CMOs and CIOs to stay updated on all these evolving trends and how these will impact the marketing and IT functions.

IDC’s predictions highlight that AI will drive greater level of automation across marketing tasks which will ultimately transform the marketer's role to leverage greater skillsets, and cross-functional collaboration across teams. Below are AI-driven predictions for the region:

• Dynamic Journey Orchestration: By 2028, the A2000 will utilize data & AI to automate 30% of actions in the buyer journey across marketing and sales, shifting to sensing, dynamically delivering to the "adventure" the buyer chooses.

• GenAI Eats Marketing: By 2027, GenAI will assume 30% of traditional marketing's mundane tasks such as SEO, content and website optimization, customer data analysis, segmentation, lead scoring and hyper-personalization.

• Bidirectional AI Marketing Takeover: Trying to reduce content ingestion, by 2026 more than 50% of consumers will employ AI through mobile devices to discover, evaluate, and purchase most of the products and services they want.

• Conversational Marketing Goes Mainstream: Pervasive sentiment and intent AI will propel 50% of A500 firms to conduct all marketing journeys as real-time, two-way conversations by 2026, improving leads to purchase conversions by 40%.

In the near-term (2024-2026), the focus will be on consumer-controlled AI, value creation from zero and first-party data, more open advertising environment, intelligent journey orchestration driven by contextualized conversations. While in the longer term (2027-2029), there will be a shift to automation of traditional marketing tasks, employ hosted communities quantum sensing and intent AI, expansion of marketers' skillsets, and greater collaboration.

The other trends that marketing leaders must pay attention to are:

• Create Fans for Brands: By 2027, 60% of A1000 companies will seek to create fans, not just customers, by using hosted communities to drive loyalty, engagement, ideation, and first party data that becomes an annuity.

• Trust-based Marketing: By 2026, 55% of A1000 companies will adopt trust-based marketing programs, harness greater value from zero- and first-party data and improve marketing profitability by 40%.

• Quantum Sensing Marketing: By 2029, 10% of the A1000 will employ quantum sensing in their marketing efforts and building contextual experiences to better understand the feelings, perceptions, and intentions of customers.

• Walled Gardens Open Up: By 2026, 20% of walled garden vendor revenue will come from indirect sources as pressure from consumers, marketers, and governments encourages more open tactics and greater interoperability.

• The Creative Scientist: By 2027, 30% of marketers in A1000 firms will possess a blend of data analysis, experience design, storytelling, and creativity skillsets, fulfilling emerging roles for marketing’s experience era.

• CMO Orchestrates Customer Value: By 2027, 50% of CMOs in A1000 organizations will be primarily measured for their ability to deliver customer value outcomes, forcing 30% to evolve into becoming orchestrators of customer value.

"There will be a clear shift towards marketers expanding their skillets to include capabilities such as storytelling, and data analytics and greater cross-functional collaboration with other teams such as IT, sales, and operations towards the notion of a dream team. Generative AI will act as the enabler through greater automation of manual tasks such as SEO, content, and website optimization" says Lavanya Jindal, Research Analyst, CX, Martech, and Value Streams at IDC.

Each year, IDC releases its top technology predictions at worldwide, regional and country level through its IDC FutureScape R eports  and gives a crystal ball view of what is ahead for the rapidly changing IT industry. These predictions have been used to shape the strategies and business objectives of technology leaders and business executives in the next 1-5 years. All the predictions stated here cover Asia/Pacific implications.

Catch an on-demand replay of IDC's 2024 Predictions presentation that will be available as part of a series of FutureScape webinars addressing the IT Industry, AI and Automation, Digital Business, CIO Agenda, and Emerging Technologies. If you would like to attend any of these webinars, register and learn more HERE.

Asia/Pacific Japan FutureScape Reports come with a complimentary report that provides specific recommendations for tech vendor sales and marketing leaders. Leverage on IDC insights to better understand clients’ priorities and enhance your storytelling and go to market plans, access the IDC FutureScape: Worldwide Chief Marketing Officer 2024 Predictions — Asia/Pacific (Excluding Japan) Implications: Positioning for Success — Opportunities for Tech Sales and Marketing Leaders market presentation HERE.

For more information about IDC FutureScape and other resources, please visit our regional FutureScape site. For sales inquiries on the IDC FutureScape framework and reports, please contact your IDC account manager or Tessa Rago at trago@idc.com. For media queries, please contact Michael de la Cruz at mdelacruz@idc.com   or Miguel Carreon mcarreon@idc.com.

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About IDC FutureScape

IDC FutureScape reports are used to shape IT strategy and planning for the enterprise by providing a basic framework for evaluating IT initiatives in terms of their value to business strategy now and in the foreseeable future. IDC's FutureScape reports are comprised of a set of decision imperatives designed to identify a range of pending issues that CIOs and senior technology professionals will confront within a typical five-year business planning cycle.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading tech media, data and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDCAP and LinkedIn. Subscribe to the IDC Blog for industry news and insights.



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