New research from LinkedIn’s B2B Institute shows the importance of having strong brand recall in the gen AI space when trying to convert new buyers.
New research from the LinkedIn B2B Institute has shown B2B buyers are doing less shopping around for generative AI solutions than you might expect.
Despite the hype and buzz around what generative AI can do for the marketing function – from cost efficiencies to rapid fire creative – only 32% of B2B organisations have purchased a gen AI solution in the past three months. This drops to 28% for those that have bought a solution in the past three to six months. Some 22% haven’t shopped around for a gen AI product in the last six to 12 months.
Considering the speed at which gen AI products are hitting the market, and the levels of investment B2B marketers are putting behind their gen AI innovations, this is a surprisingly low number.
