Size Matters: How AI Use (and Hopes) Differ By Organization Size

As marketers grow more comfortable with using AI not just as a general chatbot, but as something that works in conjunction with the marketing tools they’re already using, it’ll be vital to keep up with the proverbial Joneses.

Skyword’s latest report does exactly that, putting particular insight on generative AI use by different organization sizes.

No matter what size, improving speed and reducing costs were the most influential goals driving genAI use for content creation. After that, drivers diverged.

(Source: Skyword)

“Enterprise organizations are significantly more interested than smaller organizations in using GenAI tools to improve scale and enhance specific efforts,” the report says, pointing to the 42% of companies with more than 5,000 employees looking to improve personalization compared to 14% with companies less than 100 employees and 12% of companies with 100 to 499 employees. “By contrast, smaller organizations are more focused on a general drive to innovate and gain competitive advantage from the new tech.”

The report found that 37% of organizations were using a combination of free and subscription-based genAI tools, with a quarter using free tools exclusively and 22% using paid tools exclusively. Overall, it found 41% were seeing measurable time and resource benefits by leveraging genAI for content creation.

“Don’t relegate the purchase of GenAI tools to the martech budget, which is often vulnerable to dramatic slashes,” recommends the report as part of its implementation plan of action. “Instead, consider tapping into innovation or R&D budgets for access to more stable and substantial resources. Using cross-functional funds can help to ensure more sustainable, programmatic implementation.”

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