target audience: TECH SUPPLIER Publication date: May 2023 - Document type: IDC Survey - Doc Document number: # US50599123
Midmarket Interest in AI/ML Integration Across the Martech Stack
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Abstract
This IDC Survey examined high-level trends across United States–based midmarket companies to identify marketing technology sentiments and key market indicators. The survey gathered responses from SMB organizations with 100–1,000 employees — "growth" or "midmarket" organizations that typically have clear product-market fit, have investment in marketing leadership/staff, and are looking to scale.
Based on responses from line-of-business leaders, this document focuses on perspectives regarding AI/ML implementation interest within the context of the broader marketing technology stack. The survey shows that while martech budgets are strong and growing, investment specifically in AI/ML may not live up to the media hype of ChatGPT and other new offerings.
Martech suppliers will need to develop clear messaging around efficacy (and ethicality) — not just availability — if they wish to drive adoption of new AI/ML offerings in the midmarket.