In a world of tech innovations, new platforms and constant competition, it’s easy for words to lose their meaning, even when the concepts they represent are changing the industry. Pushing any concept too hard, too fast and with too few tools can rapidly morph the buzzy into a buzzword—and “artificial intelligence” isn’t immune, according to new research by marketing automation platform provider Resulticks. Almost half (47 percent) of marketers consider AI to be overhyped, far more than other industry buzzwords, while 43 percent of marketers believe vendors overpromise and underdeliver when it comes to AI.
“With so much industry attention and so little to show for it, marketers have already grown weary of the term,” Redickaa Subramanian, CEO and co-founder of Resulticks, told Adweek. “Software vendors have to up their game and give marketers the equipment they need to get into shape on AI.”