Artificial intelligence (AI) in marketing in Germany - statistics & facts
In summer 2024, Germany made headlines when its highest court allowed patents for artificial intelligence (AI)-generated inventions. This decision stands in stark contrast to rulings e.g. from the United Kingdom, where AI-generated inventions do not enjoy any protection, and from the United States, where a human being needs to make a considerable contribution to the invention for it to be patentable. This is one of the ways Germany is attempting to make sure its economy profits from the AI boom rolling across the world and changing the face of numerous sectors. In German marketing, the impact has been marginal so far.
The public is awaiting AI adoption with optimism. In 2023, approximately three in four Germans saw it as an opportunity rather than a danger (1376604). In fact, one in four consumers used AI tools already in May 2023, with the highest adoption level reported for adult Gen Zers. Additionally, 50 percent believed that AI had the potential to support them at work.
Top priority – in theory
Marketers from across Europe agree that AI will be a driving force in their industry in the future. During a survey, nearly half of senior professionals agreed that AI would be the leading marketing priority in 2024. However, in Germany, there is still plenty of pioneering work to be done before AI starts revolutionizing the industry. In early 2024, more than eight in 10 German marketers had no experience working with AI. In the U.S., nearly three-quarters of marketers reported using a generative AI tool as a part of their work. In the UK, the share stood at 60 percent. Lack of technical know-how was the second most important obstacle in the AI implementation process in German companies in 2023. Lack of human resources ranked fourth. However, three out of the five most named were of legal nature. On the very top, responding businesses named data protection requirements, followed by future legal restrictions on spot three and uncertainty caused by legal ambiguities on spot five.Positive perception
German advertisers have a clear view of what applying AI and machine learning (ML) to their campaigns can do for them. During a 2023 survey, six in 10 expected high-quality targeting. Roughly one in three hopes for improved ad relevance and AI assistance in determining the best ad placement on the page. During a Europe-wide investigation, time savings and gaining a competitive advantage were named the leading benefits of AI use in advertising.The public is awaiting AI adoption with optimism. In 2023, approximately three in four Germans saw it as an opportunity rather than a danger (1376604). In fact, one in four consumers used AI tools already in May 2023, with the highest adoption level reported for adult Gen Zers. Additionally, 50 percent believed that AI had the potential to support them at work.
