Marketers say they 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, according to recent research from WARC.

The report was based on data from a survey conducted in 2022 among more than 1,700 marketers around the world.

Some 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.

Technologies marketers expect to be important in 2023

Marketers say they 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.

Societal topics and consumer concerns marketers expect to be important in 2023

Some 46% of respondents expect to shift their investment balance more towards performance marketing in 2023, and 31% expect to shift their investment balance more towards brand marketing.

Expected investment in brand vs performance marketing over the next year

About the research: The report was based on data from a survey conducted in 2022 among more than 1,700 marketers around the world.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji