How The Wall Street Journal cut through the generative AI haze with NewtonX insights

How do marketers plan to realize gains from AI? The Wall Street Journal partnered with NewtonX to survey 82 executives for the scoop.

 


 

 

generative AI article on WSJ.com

 

In a sea of AI noise, the WSJ needed insights straight from executives with the authority to integrate AI into business strategy

While appetite for generative AI continues to grow, the practicalities of adoption are far less clear. Businesses want to use it, and fear they’ll fall behind if they don’t. In the midst of this, business publishing powerhouse The Wall Street Journal was perfectly positioned to cut through the noise and reveal how executives are actually taking action.

 

NewtonX surveyed 82 brand marketing executives for their take on the future of marketing with AI

Rigorous reporting needs reliable data. The WSJ came to NewtonX, the leading B2B research partner with expertise finding C-suite executives and delivering emerging marketing insights. We surveyed 82 brand marketing VPs across industries at companies with over 100 employees, who were using or planning to use generative AI.

Together, we uncovered insights and analyses to questions such as:

  • What are Brand Marketing’s objectives with generative AI?
  • What’s the anticipated impact on staffing & creative agency expenses?
  • What brand marketing use cases are off limits for Generative AI?
  • What’s the expected magnitude of improvement?

 

generative AI article on WSJ homepage

82

brand marketing executives surveyed

The WSJ divulged the insights with its 3.7M+ readers, infusing the AI conversation with fresh nuance and informing better business decisions

On June 23, 2023, CMO Desk Reporter Patrick Coffey published: “AI Isn’t Coming for Marketers’ Jobs—Not Yet, at Least.”

“Marketers’ top goal for AI for now is to increase the efficiency and effectiveness of their campaigns, according to a survey conducted by market research firm NewtonX for The Wall Street Journal. When asked to name relevant objectives, 78% of marketers picked greater efficiency, while 63% said they think AI will help them produce new kinds of content. 

Despite these experiments, most of AI’s value remains firmly in the future, according to [Laura] Beaudin, [a partner at consulting firm Bain & Co]. [While] there is an expectation that things will become more efficient, most of the activity at this point still requires adult supervision.” 

 

WSJ article generative AI

 

Thanks to NewtonX insights, The WSJ was able to complement anecdotal stories with quantitative data. It enabled clarity: an understanding of how companies could benefit from generative AI, and what their competitors are doing. It further cemented their brand reputation as the leading publisher in business insights, and empowers marketing leaders in moving their business forward with AI.

Sign up for our newsletter, NewtonX Insights:

Your playbook to making confident business decisions enabled by B2B research. Expect market research trends, tools, and case studies with leading enterprises, delivered monthly.

Related Content

Adweek investigated the impact of data privacy policies on ad spend with NewtonX

Adweek partnered with NewtonX to gather senior marketers’ insights into the future of ad spend on platforms and publishers.

read more

Why Fortune Trusts NewtonX to Gather Executive Insights

For the second year in a row, Fortune relied on NewtonX to answer their most burning questions about the economy.

read more

Beyond the buzz: Navigating the brave new world of generative AI

While appetite for generative AI is on an upward trajectory, the practicalities of adoption are far less clear. That's why investing in custom B2B research could give you the edge over your competitors.

read more

Adweek + NewtonX Reveal Insights on CMO Collaboration

What separates great CMOs from good ones? NewtonX and Adweek unveil new research on CMO collaboration secrets and business impact.

read more

Adweek + NewtonX Quantify the Business Impact of CMO Collaboration

What separates great CMOs from good ones? NewtonX and Adweek reveal the skills, behaviors and attributes of great CMO collaborators.

read more

[Report] The Digital Lead: 2024 Ad Insights & Tech Trends

NewtonX and Material reveal how marketers leverage social media and ad tech trends, backed by exclusive data.

read more

NewtonX research finds reliability is the determining factor when buying AI, but is brand awareness coloring perceptions?

When decision-makers are debating which generative AI tools to invest in, it's reliability that tips the scales. But is brand awareness coloring perceptions?

read more

Despite skyrocketing demand, only 10% of AI initiatives are delivering substantial ROI

Despite skyrocketing demand, only 10% of AI initiatives are delivering substantial ROI. It will take hard work, dedication, and a whole lot of resources to get where you want to be.

read more