Three-quarters (76%) of marketers have predicted that Google’s phaseout of third-party cookies will pose additional challenges in marketing efforts, new data has revealed.

According to HubSpot’s ‘A Guide to Accelerating Business Efficiency in 2024’, 84% acknowledge that their strategy when it comes to data, privacy was significantly impacted by the changes witnessed in 2023, in particular the increased use of AI.

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This comes as the data stated that 52% of marketers already use AI or automation and 45% of those who don’t will do so this year.

Some 62% noted that they use AI as a co-pilot, which can assist them in tackling day-to-day tasks at work, however, 32% revealed they don’t trust generative AI to create content that “truly captures their brand values”.

Meanwhile, 82% of professionals said that AI empowers them to create more content effectively and 86% predict that AI will simplify the process of upselling.

HubSpot Head of Marketing UK&I, Laura Lane, said: “The potential of generative AI cannot be overlooked – but we must be cautious of poor planning as we enter this exciting stage and avoid a disconnected approach that creates more issues than it solves.

“The first port of call should be to ensure communication between teams is effective before AI investment is explored. This gives businesses a stable base for maximum efficiency when introducing new technology and a workforce more likely to feel empowered, not replaced.

Lane added: “In the face of disparities, evolving customer expectations, and data privacy concerns, AI emerges as a powerful ally for sales and marketing professionals seeking to streamline their efforts and drive success in the European market.”