Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Many Marketers Consider AI to Be Overhyped

And many think big data is more fantasy than reality

While artificial intelligence (AI) and big data may be some of the biggest buzzwords in 2017, they are also marketing concepts that many marketers consider to be overhyped.

And for many, these concepts are more of a fantasy than a reality, according to a study from marketing automation provider Resulticks, which surveyed 318 US senior-level marketers.

Almost half (47%) of respondents said they think AI is overhyped, and another 31% said the same of big data. It doesn't stop there: Nearly a quarter considered omnichannel to be more of a fantasy than a reality, and 14% felt the same way about personalization.

More than half of marketers polled said marketing technology vendors are to blame for these overhyped concepts—and for the fact that they've been overused to the point of creating confusion.

When asked how well they think marketing technology vendors deliver on their product claims with regard to these buzzwords, few of those surveyed felt vendors deliver exactly what they promise.

That's not to say everyone thinks this way. Overall, many marketers said that vendors deliver some of what they promise in terms of concepts like big data and personalization.

But still, few felt they delivered exactly what they said they would. In fact, 18% of marketers said martech vendors deliver on their AI product claims. In contrast, 43% felt they overpromise and underdeliver.