AI: From Hype to Necessity. How Decision-Makers View It in My Recent Survey

I recently concluded a LinkedIn survey exploring the needs and expectations businesses have for Artificial Intelligence (AI) in Marketing. The survey highlighted a growing awareness of the factors driving companies to adopt AI.

Decision-makers from national, international, and global companies – both B2B and B2C, ranging from medium-sized to large enterprises – voluntarily participated in this survey.

Although the full version is reserved for my clients, I am sharing here a short version of this analysis.

If you had to select one, which of the following AI-driven benefits is most important to your marketing strategy in 2025?  See how others voted. Learn more.  Enhanced campaign performance: 25% Increased communication effectiveness: 20% Deeper understanding of target audience needs: 25% Improved productivity and automation: 30% 20 votes. Survey closed

What do the responses reveal? A need for a cultural shift in marketing, now focused on winning over the target audience.

A need for a cultural shift in marketing, one focused on winning over the target audience.

The demand for AI stems from a desire for a quantum leap in quality. When we consider our customers’ perspective, we perceive this need: current standards can be surpassed, and the most forward-thinking companies are already exceeding them, thanks in part to AI.

This is evident in the priority given to each response:

  • Productivity and automation: 30%
  • Understanding target needs: 25%
  • Performance of advertising campaigns: 25%
  • Communication effectiveness: 20%

The results show that businesses recognize AI as a tool for customer acquisition.

AI is a product of a new marketing culture focused on customer conquest.

Why is AI a priority? Because today, maintaining lasting and profitable customer relationships requires more than just marketing; it requires extending the culture of customer conquest throughout the entire organization.

It’s no longer enough for just the marketing department to focus on the customer. The entire organization needs to be aligned on the customer.

That’s why the real cultural shift is moving from passive marketing that merely “cares” for the customer to conquest marketing that actively attracts, engages, and retains them.

The phrase “customer centricity” is losing its meaning. (What does it mean to put the customer at the center? To exploit them to the fullest? That will only make them resent you!) We need a new cultural phase focused on customer conquest. It’s not enough to acquire new customers; true conquest means establishing a lasting and valuable relationship with them.

Conquering a customer means:

  • Listening to their needs.
  • Understanding them through product or service offerings.
  • Sharing benefits that address their needs.

Brand perception has changed; it’s time to adjust our strategies to meet these new customer paradigms.

Offering a good product is no longer the end goal. Today’s consumers expect a complete, personalized, and engaging experience. Barriers like restrictive opening hours, slow processes, and a lack of clarity hinder customer relationships.

In my 2022 book (cfr. Authored Works) , I wrote about how the brand must transform into a platform, a point of reference that responds to the needs and requirements of the target with efficiency and value.

Forward-thinking companies are already implementing these strategies.

GENERATORE CONTENUTI E TARGET PERSONA

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AI: From Trend to Necessity. Key Needs Revealed in My Latest Survey

I recently concluded a LinkedIn survey exploring the needs and expectations businesses have for Artificial Intelligence (AI) in Marketing. The survey highlighted a growing awareness of the factors driving companies to adopt AI.

Decision-makers from national, international, and global companies – both B2B and B2C, ranging from medium-sized to large enterprises – voluntarily participated in this survey.

Although the full version is reserved for my clients, I am sharing here a short version of this analysis. I also extend my gratitude to the decision-makers who participated in the survey.

What do the responses reveal? A need for a cultural shift in marketing, one focused on winning over the target audience. The demand for AI stems from a desire for a quantum leap in quality. When we consider our customers’ perspective, we perceive this need: current standards can be surpassed, and the most forward-thinking companies are already exceeding them, thanks in part to AI. This is evident in the priority given to each response:

  • Productivity and automation: 30%
  • Understanding target needs: 25%
  • Performance of advertising campaigns: 25%
  • Communication effectiveness: 20%

The results show that businesses recognize AI as a tool for customer acquisition. AI is a product of a new marketing culture focused on customer conquest.

Why is AI a priority? Because today, maintaining lasting and profitable customer relationships requires more than just marketing; it requires extending the culture of customer conquest throughout the entire organization.

It’s no longer enough for just the marketing department to focus on the customer. The entire organization needs to be aligned on the customer. That’s why the real cultural shift is moving from passive marketing that merely “cares” for the customer to conquest marketing that actively attracts, engages, and retains them.

The phrase “customer centricity” is losing its meaning. (What does it mean to put the customer at the center? To exploit them to the fullest? That will only make them resent you!) We need a new cultural phase focused on customer conquest. It’s not enough to acquire new customers; true conquest means establishing a lasting and valuable relationship with them.

Conquering a customer means:

  • Listening to their needs.
  • Understanding them through product or service offerings.
  • Sharing benefits that address their needs.

Target customers now perceive Brands differently; we must align our tools and approaches with this shift.

Offering a good product is no longer the end goal. Today’s consumers expect a complete, personalized, and engaging experience.

Barriers like restrictive opening hours, slow processes, and a lack of clarity hinder customer relationships.

In my latest 2022 book (cfr. Authored Works), I wrote about how the brand must transform into a platform, a point of reference that responds to the needs and requirements of the target with efficiency and value.

Leading companies are already taking action.

Decision-makers have the responsibility to adopt a customer-centric culture, and Artificial Intelligence is a powerful tool to achieve this, not a goal in and of itself.

Innovation is essential:

  • Internal communication must be fast and focused on customer benefits.
  • Full-time self-service experiences that are clear, intuitive, and personalized.
  • Consistent communication across all channels, from points of sale to consultant networks, phone systems, and social media.

Marketing’s New Era: Personalized Responses to Customer Needs AI is finally shedding its “hype” image and becoming a tangible asset for businesses seeking a competitive advantage in this evolving landscape.

That’s why the real cultural change is moving from passive marketing that merely “cares” for the customer to conquest marketing that actively attracts, engages, and retains them.

I am confident that the focus on ‘customer conquest’ will only intensify. Forward-thinking companies are already prioritizing this evolution.

I have observed this firsthand in the post-pandemic era, in conferences, articles, and through my work helping companies embed a customer-centric approach across all departments with tailored programs.

👉 Want to know more? Let’s have an informal conversation.

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Picture of Enrico Giubertoni

Enrico Giubertoni

International Keynote Speaker, Autore. Aiuto le imprese a sfruttare il Marketing Digitale come leva strategica per conquistare il proprio Target
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