Research and consulting firm Gartner has revealed its top five predictions marketing leaders should address in their 2023 strategies. Privacy considerations feature heavily in two of those predictions. According to Gartner, accountability for ethical AI in marketing will be a leading concern for 70% of CMOs by 2025, as privacy-related restrictions push marketing teams to use AI to optimise campaign performance. Furthermore, a third of businesses not currently utilising a loyalty programme will implement one by 2027 to strengthen first-party data collection.
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