The UK is lagging behind Europe when it comes to implementing artificial intelligence according to new research from Adobe.
Nine in 10 UK companies surveyed by Adobe believe AI equates with future business success; but only 30 per cent were happy with the role AI currently plays in personalising their customers’ experience.
That contrasts with a more positive view across the rest of Europe – 42 per cent in Germany, 35 per cent in Switzerland and 35 per cent in France.
Some 92 per cent of British businesses said they plan to greatly increase the role of AI by 2020, but 59 per cent said they can’t deal with customer data fast enough – businesses across the rest of Europe agreed (56 per cent). And 52% of UK businesses said they also have too much customer data from too many sources.
“Brands face a constant battle to stay relevant in the eyes of their customers,” said Bridget Perry, vice president of marketing, Adobe EMEA.
“UK companies are acutely aware that they need to get closer to their customers, and provide more personalised services if they are to stay relevant. The level of analytics required for effective personalisation at scale may have seemed impossible just a few years ago, but AI has made it a reality, allowing companies to quickly gain vital customer insights from huge volumes of data.”
