According to recent research from WARC, marketers expect AI to be the most important emerging tech of 2023 and the potential impact of a recession to be the most important societal trend. 42% of respondents say they believe artificial intelligence will be an important emerging technology in 2023. Live video/streaming ranks as the second-most important emerging tech and the metaverse ranks third.
Marketers believe the societal topics and consumer concerns that will have the biggest impact on their marketing strategies in 2023 are a potential economic recession, the environment, and data privacy. 46% of respondents expect to shift their investment balance more towards performance marketing in 2023, while 31% expect to shift more towards brand marketing.
The report was based on data from a survey conducted in 2022 among more than 1,700 marketers around the world.
The Most Important Tech and Societal Trends for Marketers in 2023
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