Germany often takes longer to integrate AI than other countries. Why is that? Insights from LinkedIn and HubSpot show what is going wrong and what we can use as an example – and from whom.
Artificial intelligence is considered a key technology for increasing efficiency. AI tools are also used in marketing by many companies. It is striking that Germany is developing more slowly in the use of AI than other European countries. In this country, only seven percent of marketing specialists in small and medium-sized companies (up to 1,000 employees) have optimized the use of artificial intelligence in their department. Finland (20 percent), Switzerland (17 percent) and Belgium (13 percent) are significantly further ahead here. Why is this so – and what can German companies learn from their European neighbors?
Too little enthusiasm, too much respect
The figures from the study “AI use in Europe: How data and AI are changing the rules of the game in marketing” by LinkedIn and HubSpot show that things are not yet going well with artificial intelligence in marketing. 35 percent of respondents from Germany say that they are still in the testing phase regarding the use of AI, and another 29 percent are still looking for ways to use AI at all. For comparison: Companies in Finland have already largely completed this discovery process: only seven percent are still at the stage where they are only exploring possibilities for using AI.
If we look from Germany to the entire DACH region, we see: 78 percent of managers see the introduction of AI in marketing processes and activities positively. That initially sounds like a high figure, but it is put into perspective when compared: Benelux (86 percent) and Scandinavia (82 percent) are the model regions in Europe in this regard, only in France (75 percent) is the approval lower.
Why companies are hesitant to use AI: budget, skilled workers and the fear of change
But where does the reluctance towards AI come from? The reasons are complex. First and foremost, those responsible often mention the tight budget: 44 percent of those surveyed in the study from the DACH region stated that budget restrictions were the biggest challenge when introducing AI solutions.
In addition, in many places there is a lack of specialists who are familiar with the possibilities of artificial intelligence and who could drive forward its implementation in marketing departments.
And perhaps it is simply the fear of new things that makes companies hesitate. Two-thirds (67 percent) of the DACH companies surveyed reported an increase in ROI over the past year, and 34 percent of marketing teams are extremely satisfied with their ability to provide exceptional customer experiences. The implementation of artificial intelligence would disrupt tried-and-tested strategies – a prospect that seems to unsettle many experts.
Benelux as a role model: What do other countries do better?
What is striking is that respect for change seems to be less pronounced in other regions of Europe. The question of who ultimately makes the decision to introduce new technologies in the company is also very important. In Benelux, for example, 25 percent of those surveyed say that this is decided by the IT managers in their company – i.e. the group who can most likely be expected to already have experience in the practical use of AI tools. In Scandinavia the value is 22 percent, in the DACH region it is only 17 percent.
The Chief Operating Officers (COO), who control and organize company processes, also make tool decisions more frequently outside the DACH region. In Scandinavia, at 46 percent, their share is even higher than that of CEOs (44 percent), in the DACH region it is only 37 percent.
In the DACH region, departments often decide on new tools whose connection to technology is less pronounced. 27 percent of those surveyed say that their Chief Marketing Officers (CMO), i.e. managers whose focus is more on creative and strategic tasks, make decisions about new technologies (27 percent). Here is also a comparison: In Benelux this value is only 15 percent.
What solutions are there?
So what can companies do to promote the establishment of artificial intelligence in their marketing departments?
Provide budget: Here a small tool that corrects texts, there one that creates images – if companies rely on small, inexpensive solutions, their wallets may be saved, but the goal of comprehensively establishing AI cannot be achieved in this way. It makes sense to invest in technology that can take on different tasks. At the same time, companies should invest in the qualification of their employees so that AI can be used efficiently.
Acceptance and enthusiasm: If it becomes apparent that managers show reservations and reservations when it comes to artificial intelligence, employees will not be euphoric either. A positive attitude from managers can help establish AI in companies more quickly.
Support knowledge exchange: As we all know, knowledge is power. In workshops, training courses and further education, employees can reduce their reservations about AI and strengthen their skills. If companies offer their teams efficient learning options, they lay the foundation for the rapid and comprehensive establishment of AI.
Conclusion
In order for Germany to catch up with the establishment of AI in marketing, companies must specifically invest in appropriate technological solutions and the qualification of their employees. It is also crucial to promote a corporate culture that not only accepts changes and innovations, but also actively promotes them. With clear leadership, a strategic focus on knowledge sharing and a courageous willingness to invest, German marketing departments can not only catch up, but even become pioneers in the efficient use of artificial intelligence.
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Josephine Wick Frona is Head of Marketing DACH at HubSpot. In her position, she leads the German-speaking marketing team and is therefore responsible for the areas of PR & brand, social media, co-marketing, product marketing and revenue marketing. Before that, she was at Eventbrite, where she set up content marketing for the German-speaking markets. In addition to her work at HubSpot, she is a youth mentor at Legatum e. V., a non-profit association whose aim is to support talented young people from the new federal states in their academic and professional careers.
Source: onlinemarketing.de
